South Africa, June 26 -- At this year's World Out of Home Organization (WOO) Congress, held from 4 to 6 June in Mexico, one thing was obvious: digital out of home (DOOH) media is moving into a new era. The focus is sharper, the stakes are higher and the expectations from brands are rising fast.

This evolution reflects changing advertiser expectations and consumer behaviours. In a world where attention is fragmented and measurable outcomes matter more than ever, outdoor media is having to prove its value in ways it never has before. It's no longer enough to simply be seen. The medium must now demonstrate impact, accountability and agility. This means becoming more intelligent, more integrated, and more aligned with how people move, think ...