Out of Home remains one of the most visible and effective media channels, but its growth has been modest compared with digital platforms. Burr Smith, president, chairman and CEO of software giant Broadsign (including recently acquired Place Exchange) and Kelly Parker, Chief Media Officer of WPP Media UK, will outline what the OOH industry needs to do to be more relevant to the way agencies want to work in the new AI-powered digital planning and buying environment.
The session will be one of the highlights of the forthcoming World Out of Home Organization Annual Congress to be held at the Park Lane Hilton, London, from June 3-5. Around 800 delegates are expected to attend. Smith and Parker will say that the Out of Home industry needs to look more to the bigger media picture if it is to match the performance of the digital platforms.
WOO President Tom Goddard says: "The Impact of AI and ever-increasing automation has made upskilling and upgrading Out of Home more important than ever, there really is no time to waste. We're very fortunate to have a genuine tech-based, global pioneer in Burr Smith and the top executive from WPP Media UK to guide us towards a bigger and better future."
Burr Smith
Chairman, President & CEOBroadsign
Burr Smith serves as Chairman, President and CEO of Broadsign, leading strategic direction and growth.
A long-standing industry leader, he is active in numerous associations, including WOO and the OAAA, and has previously served on the DPAA board.
Known for identifying opportunities that advance the industry, Burr shapes Broadsign’s values and culture, driving innovation as the company scales with the evolving media landscape. He has been recognized with several industry awards, including the prestigious WOO Leadership award and the Outstanding Individual award from the Global Digital Signage Awards.
Kelly Parker
Chief Media OfficerWPP Media UK
As Chief Media Officer for WPP Media UK, Kelly leads the new Media Management and Delivery (MM&D) unit - a center of excellence for media activation and investment focused on maximising client value and work quality.
Previously CEO of Wavemaker UK until September 2025, Kelly has built her career in media and advertising, specialising in client leadership and planning across the UK and EMEA. Her experience includes senior roles at MPG, Havas and OMD, managing major accounts like PepsiCo, Google, Levi's and McDonald's.
Kelly champions a transparent, inclusive leadership approach - leading from the center rather than the top - and has developed innovative operating models to future-proof the business.
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