BlueZoo Reflects on Key Industry Trends from WOO Annual Congress 2026

The global OOH industry gathered in London to discuss growth, innovation, and the evolving role of measurement.

The BlueZoo team recently attended the World Out of Home Organization (WOO) Annual Congress in London, joining media owners, technology providers, agencies, brands, and industry leaders from around the world to discuss the future of out-of-home advertising.

As one of the industry’s premier annual events, WOO brought together voices from across the global OOH ecosystem to share insights on market growth, emerging technologies, programmatic advertising, retail media, creative innovation, and the changing expectations of advertisers. Throughout the event, conversations focused on how the industry can continue to evolve while demonstrating greater value and accountability to brands.

A recurring theme across many sessions was the continued expansion of digital out-of-home and its growing role within omnichannel media strategies. Industry leaders discussed how advances in automation, programmatic buying, and data-driven planning are creating new opportunities for advertisers to deliver more relevant campaigns while improving operational efficiency.

The event also highlighted the increasing convergence between retail media and OOH. As retailers continue to build media networks and advertisers seek ways to connect physical and digital customer journeys, the ability to understand audiences in real-world environments is becoming increasingly important. Many discussions centered on how physical-world media can play a larger role in broader advertising and commerce strategies.

Audience measurement emerged as another important topic throughout the conference. While traditional audience counts remain foundational, many presentations explored how measurement frameworks are evolving to include metrics such as dwell time, viewable impressions, attribution, and impression multipliers. As advertisers increasingly seek measurable outcomes and stronger ROI validation, the industry continues to move toward more sophisticated approaches to campaign evaluation.

For BlueZoo, the conversations at WOO reinforced the growing importance of accurate, privacy-friendly audience measurement across both OOH and retail media environments. As advertisers demand greater transparency and accountability, audience measurement will continue to play a critical role in helping media owners, retailers, and brands understand and optimize campaign performance.

We would like to thank everyone who met with our team during the event. WOO 2026 provided a valuable opportunity to exchange ideas with industry peers, learn from leaders across the global OOH community, and discuss the trends that will shape the next phase of industry growth. We look forward to continuing these conversations in the months ahead.

About BlueZoo, Inc.

BlueZoo Inc. delivers foot traffic analytics services to customers in the out-of-home advertising, retail, and insurance industries.  BlueZoo has deployed thousands of sensors to hundreds of customers throughout the world and its products are protected by 7 patents.   Customers include JCDecaux, Sodexo, and Executive Channel Network.  All BlueZoo products are GDPR compliant and regularly audited by ePrivacy of Hamburg, Germany.  BlueZoo is based in Menlo Park, California, and is funded by Fusion Fund.