OOH MEDIA CON25

Level 3 | Contemporary

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.

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.

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.

Back by popular demand, generational expert and research scientist Jason Dorsey unpacks how younger generations think about media, brands, the workplace and more.

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?

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.

Sarah Moore, Chief Marketing Officer, Cracker Barrel shares insight into how the brand is leveraging digital strategy, social media, loyalty programs and more, unpacking what it means to balance tradition with innovation in today’s competitive landscape.

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.

Join us as we honor the very best in local OOH campaigns and gain insights into the ways OOH sales professionals are generating highly effective results for their clients.  

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.

Industry leaders take the stage for an update on the current measurement landscape.

Vistar Media's CEO & Co-Founder, Michael Provenzano shares his perspective on the state of the industry, the T-Mobile acquisition, and what’s next for retail media.

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.