Out-of-home (OOH) is at a unique moment to grow much faster, if the industry gets REAL and works together, Jean-François Decaux (JCDecaux co-CEO) told the World Out of Home Congress in London on June 4th 2026. His keynote speech, ‘Let’s Get Real’, outlined four challenges and four opportunities for the OOH sector, all within the acronym REAL.
Tougher regulation, the need to prove effectiveness, the rise of AI in media buying and OOH’s relatively small pool of advertisers compared with the ‘long tail’ of online advertisers were highlighted as key challenges.
On the upside, major opportunities exist for OOH as younger audiences seek real-world experiences, new OOH buying platforms make campaigns easier to purchase, urban population growth delivers more audience and industry stakeholders are ready to work together. If they do, OOH could shift from a forecast CAGR of 5.5% over the next five years to 10%.
Watch the full keynote video here: https://www.worldooh.org/news/jean-francois-decaux-woo-london-2026-keynote