As digital media increasingly face questions of manipulation, content credibility and the impact of artificial intelligence, World Out of Home Organization (WOO) wants to open a different conversation about the position of outdoor advertising. Trust will therefore be one of the main themes of this year’s WOO Central European Forum, taking place from 21 to 23 October at the Radisson Collection Hotel Warsaw.
For Tom Goddard, President of WOO, the public nature of OOH could become one of its greatest advantages. In his address in Warsaw, he will speak about why the organization is placing trust at the centre of its communications for 2026 and the period ahead, as well as how the industry can make its case in relation to other media.
“Global media is under more scrutiny than ever, social media especially, as we move through to 2030. This is a huge opportunity for OOH, a truly public medium, to make its case as one more trusted by consumers than all of its rivals, immune from the perils of AI and digital manipulation.” says Tom Goddard.
That idea will run through much of the programme, from regulatory pressures and questions of self-regulation to sustainability, data and measurement that underpin the market’s continued growth.
One of the main speakers, Bartosz Hojka, President of the Management Board and CEO of Agora Group, will present the trends currently shaping the media market in Central Europe and speak about the role OOH can play in creating greater value for advertisers.
Among the names particularly relevant to the regional industry is Dean Udatny from GO2Digital, who is also among the confirmed speakers and panellists at the Forum.
Regulatory challenges will receive particular attention through a presentation by Dr Kai-Marcus Thäsler of B|A|M – Bundesverband Aussenmedien e.V.. Under the title The enemy at the gates, he will discuss pressures from legislators and other stakeholders seeking to restrict OOH in line with different national and regional rules. The focus will also be on how the industry can show that it is a responsible part of public space and capable of setting and enforcing its own standards as it continues to grow.
The discussion will also include Tamás Bauer from IK Outdoor in Hungary, a market where OOH regulation is currently a particularly topical issue.
Sustainability as Part of Media Responsibility
The organizers do not separate the issue of trust from sustainability. Katrin A. Robertson, CEO of blowUP media and the person responsible for sustainability within WOO, together with Mary O’Sullivan from Ad Net Zero, will present the development of the Ad Net Zero (D)OOH carbon calculator.
Robertson will also lead an expert panel dedicated to sustainability, which WOO sees as an important part of the broader argument that OOH must demonstrate responsibility towards the space, market and community in which it operates.
No Further Growth Without Data
Another important programme block will be dedicated to data and measurement. Gideon Adey, WOO Audience Measurement Lead from GUROOH Ltd., will present updates in audience measurement, including reports from Germany and Sweden.
The Forum will also address the scaling of digital out-of-home advertising through global omnichannel demand. Google DV360 and Broadsign will take part in that session.
Among the other confirmed speakers and panellists are Dino Burbidge from Dinova Ltd., Adam Garrity from dentsu, Kamil Glenszczyk from Google, Victor Ivanchenko from Megapolis, Daewon James Kim from PODO Media Network, Marco Orlandi from PLADWAY Srl, Anna Maria Pisano, Global Studio / WOO Events Director, and Mats Ronne from Outdoor Impact – Swedish JIC.
The organizers announce that additional speaker names will be revealed during the coming week.
