Insider caught up with IBO Enterprise Manager Becky Smith and Chief Vision Officer Chris Cowlbeck for their OOH perspectives.
Taking a look at 2025, what do you see as IBO’s key successes and accomplishments for the organization and its members?
The glowing success was the launch of our interactive IBO Community at IBOmembers.org that brought our conference and educational experiences together in fun and interactive ways. Our development and data teams revved up our OOH Charger platform with powerful new tools to streamline effort ahead changing landscape, easily and intuitively.
What are two key events from 2025 that you think will significantly impact the industry as we move forward into 2026?
MRC OOH Standard solidified OOH measurement which will force change in this arena. Competition drives innovation and the other huge event was the Broadsign acquisition that includes the PerView impressions product which allows international brands to realize efficient, affordable and effective measurement with a consistent scale. IBO is honored to be heavily interested in both of these areas as we evolve and expand.
As IBO heads into 2026, what are you most optimistic about for IBO member companies?
Members’ revenues from the IBO Speedway doubled in 2025 and 2026 momentum is stronger, having already booked a quarter of last year’s volume by week one. IBO Speedway focuses to strengthen and expand our regional and international channels. We will be adding member proposal and insertion order metrics to their dashboards in 2026.
Do you see any challenges you will be monitoring for OOH?
Protecting our data and interests. AI is changing the landscape and our OOH teams excel at security, data integrity and solid performance. Leading brands want accurate, validated and easy-to-access display details and data at scale. OOH Info Brand Value Metrics facilitates this.
How can independents get involved?
Our two annual in-person conferences and our online community provide opportunities for members to collaborate, share and learn from each other as the industry evolves. IBO will host its member Spring 2026 Conference in New Orleans on April 15–16, and its Fall 2026 Conference on October 6–9, with the location to be announced.
For more information about any of the details above, please reach out to support@IBOglobal.org or click this link to Become an IBO Member.
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