OAAA CEO Anna Bager and EVP Government Affairs Mike Hershey attended last week’s IBO conference. It’s great to see the OAAA support the efforts of the IBO and vice versa. Big operators and small operators are in this together. Billboard insider talked with Anna Bager about the upcoming OAAA show in Boston May 5-7, 2025.
How’s the OAAA media conference coming together?
The 2025 OOH Media Conference is really coming together in an exciting way. This year, we’ve crafted an agenda that reflects the tremendous growth and transformation happening within the OOH space. We’re particularly thrilled to have writer, actor, and producer Charlie Day, known for his award-winning role in It’s Always Sunny in Philadelphia and Co-Founder of Four Walls Whiskey, as our keynote speaker. We expect Charlie’s creativity and insight into storytelling and culture to bring a fresh, dynamic energy to the stage.
Alongside Charlie, we’ve gathered a stellar lineup of speakers from powerhouse brands likeAstraZeneca, New Balance, Bose and HubSpot, all of whom will offer their perspectives on how OOH is becoming an increasingly integral part of the modern marketing mix. We are thrilled to have more marketers and agency executives than ever in attendance at the conference and join our all-star lineup. We’ll be diving deep into breakthrough trends like programmatic DOOH, AI, and the evolving role of OOH in today’s fragmented media environment.
One of the highlights of our event each year is the OBIE Awards, now in its 83rd year The OBIEs have long been the gold standard in our industry, honoring creative excellence in OOH advertising. This year, we’re proud to induct American Express into the OBIE Hall of Fame. Their incredible work and ongoing contributions to the OOH space have set a benchmark for innovative, impactful campaigns. It’s truly an honor to recognize their legacy and commitment to pushing the boundaries of what OOH can achieve. As part of the awards ceremony this year we also have our bi-annual OOH Industry Awards, which is a great opportunity to celebrate industry leaders who’ve made a lasting impact and to reflect on how far we’ve come as a medium.
This year’s conference isn’t just about where we are today; it’s about where we’re heading. With OOH’s continued evolution, the future looks incredibly bright, and I’m excited to see what we can achieve together as an industry!
There’s a nice Independent OOH company track this year. Can you tell us more?
Independent OOH companies are a crucial component to the success of the OOH industry, and this year, we’ve crafted a dedicated track to address their unique challenges and opportunities. The Independents often have the flexibility to innovate in ways that larger companies may not be able to, and this track will explore how they can harness that agility to grow their businesses.
We’re providing panelists of subject matter experts to delve into audience measurement, national sales and programmatic, so Independents can better examine ways to leverage these areas and drive growth in their markets. There will also be roundtable discussions where they can share issues and solutions they face within their own enterprises, but also relate how they use deep community connections to build brand loyalty and achieve measurable results.
I think what’s especially exciting is the networking opportunities this track will provide connecting Independent companies with the broader OOH ecosystem, sharing knowledge, and creating new partnerships that will ultimately strengthen the entire industry.
What’s got you excited as we head into the coming year?
What excites me most as we head into 2025 is the ongoing transformation and growth of OOH. The industry is experiencing remarkable momentum, and the latest statistics from our 2024 OOH Facts & Figures and MegaBrands Reports clearly show how central OOH is becoming in today’s marketing landscape.
Brands are recognizing the power of real-world engagement, and we’re seeing top levels of investment from global brands like Apple, McDonald’s, and Amazon, as well as smaller, innovative brands like Stripe and Old Navy, who are using OOH in new and creative ways. The shift towards digital and programmatic formats is also accelerating the medium, giving advertisers more flexibility and precision in reaching their audiences. But what excites me most is the cultural relevance OOH is achieving. With more brands looking to connect with consumers authentically, OOH is the mass medium that allows for that deep, meaningful presence in people’s everyday lives whether it’s in their neighborhoods, on their commutes, or in their routines.
As we continue to expand and evolve the OOH industry, the opportunities are endless, and I’m eager to see how we’ll keep pushing the boundaries in the year ahead
You can see details about the OOH 2025 Media Conference and register at OOH2025.com
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