OOH MEDIA CON25
The Power of Presence
Agenda
May 5
This session explores how Geopath is advancing OOH measurement to meet the demands of a dynamic media landscape. Attendees will gain insight into key enhancements within the upcoming 2025 planning dataset, including updates to the Roadside Reach & Frequency model. What foundational metrics are shaping smarter media strategies? And how can both newcomers and seasoned professionals leverage these tools to drive more effective planning and investment in OOH? The session is open to all—no Geopath membership required.
Join us for this inaugural event to kick off your 2025 OOH Media Conference experience. In partnership with OAAA’s Independent Advisory Group, this Summit tackles the unique challenges and opportunities of independent OOH companies. Learn from experts, engage in roundtables to discuss challenges, share solutions, and explore growth—all while connecting with industry leaders. This summit is included with your conference registration.
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May 6
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This panel explores how innovative marketers are adapting to a rapidly changing media and platform landscape, shifting consumer behavior, and economic complexity. How are high-growth brands managing omnichannel marketing and the interplay between channels like OOH, social, and video? What does it take to engage a new generation of consumers? And ultimately, what do marketers need from our industry to increase their investment in OOH.
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AstraZeneca is breaking away from traditional pharmaceutical advertising, leveraging programmatic digital out-of-home as a key component of its omnichannel strategy. This session will explore how AstraZeneca is navigating the evolving DOOH landscape—from overcoming creative barriers to measuring effectiveness and reaching patients along their journey. Panelists will share insights into how AstraZeneca is making bold moves, using data to optimize campaigns, and pushing the limits of creativity to engage patients in impactful, compliant ways.
The Power of Emerging Tech to Drive a New Era of OOH Innovation
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As OOH media continues to evolve, emerging technologies are unlocking new levels of precision, measurability, and integration with omnichannel marketing strategies. In this session, AllUnite’s CEO, Esben Elmoe, will explore how advancements in real-time data, AI-driven audience insights, and programmatic capabilities are reshaping the OOH landscape. Through global case studies, learn how brands are leveraging these innovations to seamlessly connect offline and online channels, enhance targeting, and drive measurable ROI. This session will also examine new monetization models for live data and the role of privacy-first, first-party data collection in shaping the future of OOH.
LesserEvil has carved out a distinct place in the crowded snack aisle—not by shouting the loudest, but by staying relentlessly focused on what matters: integrity, strategic growth, and measured risk-taking. In this fireside chat, Caitlin Mack, VP of Marketing, shares how the brand turned radical transparency into a marketing asset, grew deliberately from niche to national, and launched a breakout campaign that blended sampling tours, creative OOH, and connected TV into a unified message. We'll unpack how LesserEvil balances bold brand positioning with smart channel choices and explore what it means to move fast without breaking things.
The Power of OOH Campaign Benchmarks to Unlock Advertising Growth
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As OOH continues to prove its effectiveness beyond awareness—driving foot traffic, app engagement, and sales—the next frontier is standardizing proof through meaningful benchmarks. This session explores how outcome-based benchmarks can help agencies and brands better justify OOH investments, influence media allocation decisions, and accelerate share growth. Panelists bring perspectives from each section of the ecosystem: brand marketing, agency, sales, and media operators.
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The Power of OOH to Supercharge Retail Media & CTV
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This expert panel explores what the OOH industry can learn from digital advertising’s explosive growth. Panelists will focus on the adoption of programmatic tools, data-driven targeting, and third-party verification — key digital innovations that could drive efficiency, transparency, and advertiser trust in OOH. Panelists will examine how these shifts can help grow OOH’s share of ad spend from 3% to 10%.
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Join Sean McCaffrey and Sheldon Silverman for a candid conversation on how commerce/retail media is expanding beyond in-store screens into the physical world. As brands and platforms look to scale their commerce media strategies, Out of Home (OOH) is emerging as a powerful and measurable extension. From grocery aisles to gas stations, they’ll explore how OOH is bridging physical and digital, creating high-impact, data-driven touchpoints that drive real-world results—and why it’s poised to become a critical part of brand marketers' go-to-market strategy
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Senior executives from the world’s leading agency holding companies share their perspectives on media investment, campaign strategy, and the evolving channel mix. Where does OOH fit into their approach, and what will it take to secure a larger share of advertising dollars?
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This conversation brings together leaders from e-commerce, brands, ad tech, and media companies to explore how marketing is evolving across every facet of the industry. As channels converge and consumer expectations rise, these executives are rethinking how to build meaningful connections, deliver measurable impact, and stay ahead in a rapidly shifting landscape. Together, they’ll unpack what it takes to lead in an era defined by data, disruption, and marketing in motion.
How will key industry trends—AI, retail media, and evolving adtech—shape the future of out of home? This data-driven presentation explores shifting investment patterns, the increasing role of automation, and ways OOH can capitalize on emerging opportunities and strengthen its position in the marketing mix.
What does it take to evolve a beloved legacy brand for today’s media landscape? Cracker Barrel CMO Sarah Moore joins Sue Frogley, Global CEO of Talon, to explore how the brand is growing its cultural relevance while staying true to its roots. From turning directional OOH into emotional connections to launching a loyalty program with Dolly Parton, they’ll discuss how Cracker Barrel blends strategy, storytelling, and OOH to drive connection - and stay top of mind across generations.
In an increasingly saturated media landscape, presence is a powerful differentiator - and Four Walls Irish American Whiskey is building a brand rooted in the most iconic space of all: the bar. Born as a tribute to the four walls that hold our good times in and keep our troubles out, Four Walls is bringing that spirit into the real world. Join Charlie Day, Co-Creator and star of It’s Always Sunny in Philadelphia and Co-Founder of Four Walls, and Malte Barnekow, CEO of Four Walls, for a conversation on how the brand blends entertainment, commerce, and culture for meaningful brand experiences.
Standards Will Change OOH Forever How Do We Get There—and What’s in the Way?
Agreements fuel scale. Think 40ft shipping containers. Think HTTP. Standards unlocked global trade and the internet itself. OOH could be next.
The digital renaissance in OOH has led to fragmentation—data, operations, reporting—everywhere we turn there are proprietary spreadsheets and incompatible systems.
OOH still can’t present itself to buyers as a unified media channel. Without alignment, could our hard-earned growth stall under the next market shift?
This session tackles the urgent need for shared standards. What’s been done, what’s in the way, and how agreement on the “what” and “how” could simplify buying, attract new advertisers, and open the door to new ways of trading.
Can we turn complexity into clarity—and build OOH’s future on shared ground before we’re forced to change the tyres at 60mph?
Presented by:
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Scaling Sales in the Modern OOH Landscape
See how AdQuick is transforming OOH as technology and AI make this channel more accessible and efficient for advertisers and media owners alike. Discover how these innovations streamline campaign planning, buying, and measurement, ushering OOH into a new era.
Presented by:
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Measurement in a Perfect World
This open and honest discussion about measurement needs and wants explores how collaboration is key to unlocking a unified approach that can move the industry forward. Leaders from the data, tech, and media sides of the ecosystem share what it takes to transform "measurement" from a dirty word to a value add. This is an interactive discussion, so please come with your thoughts and questions for this group of industry leaders.
Presented by:
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May 7
In an era of endless content and fragmented audiences, how are top CMOs cutting through the noise to drive growth? Chief marketers share their perspectives on media investment, brand storytelling, and capturing attention in an increasingly complex consumer and media landscape.
Creativity remains one of out of home’s most powerful competitive advantages. This session delves into how bold ideas, striking visuals, and emerging tools like AI make OOH a high-impact medium for engagement. Hear from creatives and industry experts on how creativity is unlocking new opportunities for OOH.
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Brian Wieser, a former investment banker, securities analyst and agency executive who now runs his own advisory firm, delves into the evolving marketing and media ecosystem, offering insights into current trends impacting the advertising economy and the industry's future. He will examine shifting dynamics among brands, agencies, and media owners, and what these changes mean for how money will flow in a rapidly transforming environment.
The OAAA OOH Media Conference wraps up with its annual closing tradition—a candid conversation with the Chief Executives of the three largest U.S. OOH companies. In this session, industry leaders share their insights on the current state of the market, the challenges and opportunities ahead, and their vision for the future of OOH.
This panel examines the full OOH buying journey—through the lens of experts from both the buy and sell sides—offering a behind-the-scenes look at how data, strategy, and collaboration converge to shape impactful campaigns. What does it take to translate a client brief into a high-performing OOH plan? How can marketers use a blend of audience insights and expertise to uncover new opportunities? From asking the right questions to exploring attribution options, this discussion will spotlight the evolving role of data in smarter, more strategic buying decisions at every stage.
