*All agenda times are listed in Pacific Time zone.
OOH Media Conference Agenda
Monday, April 29, 2024
| Time | Description | Location Name | More Info |
|---|---|---|---|
| 8:30 AM - 10:30 AM | FOARE Board of Directors | Eclipse 2 | |
| 9:00 AM - 11:00 AM | Geopath Board of Directors Meeting | Luna 1&2 | |
| 11:30 AM - 1:00 PM | OAAA Board of Directors Meeting | Luna 1&2 | |
| 1:00 PM - 3:45 PM | OAAA Leadership Summit By Invitation Only | Luna 1&2 | |
| 1:00 PM - 7:30 PM | Registration Opens | Costa Del Sol Foyer | |
| 1:00 PM - 3:00 PM | Geopath Training: Navigating Media Measurement with Geopath Data How do I identify and select the “right” Out of Home units for my campaign? Should I use Total or Target Impressions as my guideline? What is an “Index” and how do I use it? Join Geopath’s Scott Fiaschetti and Brian Schopper as they cover the essential aspects of media measurement and how to empower clients with a deeper understanding of OOH. In the session, they will discuss the questions and considerations that may come to mind during the buying/selling process and how you can utilize data to answer them. Brian Schopper, Senior Manager of Member Support, Geopath
| Luna 7 | |
| 1:00 PM - 4:00 PM | Golf We are happy to assist you in booking a tee time at the Legends course or getting in some practice at the brand-new driving range. To book tee times and rent clubs, call the La Costa Golf Shop at (760) 931-7595. | La Costa Golf Shop | |
| 2:00 PM - 4:00 PM | Pickleball Tournament A sport that combines tennis, Ping Pong, badminton, and racquetball, This tournament is open to all levels. Players will rotate in and out of games and play with different players based on skill level. A great way to get to know your fellow attendees! | Tennis Pro Shop | |
| 3:00 PM - 4:00 PM | Yoga A rejuvenating class practicing various styles of yoga combining physical postures and breathing techniques using movement and meditation to promote mental and physical well-being. | Costa Del Sol Side Lawn | |
| 5:30 PM - 7:30 PM | Welcome Reception | Luna Lawn | |
| 8:00 PM - 10:00 PM | After-Hours Reception | Main Plaza |
Tuesday, April 30, 2024
| Time | Description | Location Name | More Info |
|---|---|---|---|
| 6:30 AM - 7:30 AM | Yoga A rejuvenating class practicing various styles of yoga combining physical postures and breathing techniques using movement and meditation to promote mental and physical well-being. | Luna 3 | |
| 7:30 AM - 8:30 AM | Networking Breakfast | Luna Foyer & Luna 4 | |
| 8:45 AM - 9:15 AM | Welcome + State of the Industry | Costa Del Sol A-E | |
| 9:15 AM - 9:45 AM | CMO Roundtable Three industry-leading Chief Marketing Officers share their insights into the future of attention and media, and how each impacts how they approach marketing today. How do they think about driving brand and business growth given the state of the attention economy, and how do they view media—OOH in particular—in this landscape? Don’t miss this important conversation! Marisa Thalberg, Chief Marketing and Communications Officer, United Parks & Resorts | Costa Del Sol A-E | |
| 9:45 AM - 10:10 AM | 2024 Media Trends Report How will emerging technology, changing consumer behavior, and evolving market dynamics impact the media landscape in the next 6, 12, and 18 months? Kate Scott Dawkins, Global President, Business Intelligence, GroupM, shares insight into the US media landscape, with a special focus on the OOH marketplace and the unique moments shaping the year to come, including the Olympics and General Election. Kate Scott-Dawkins, Global President, Business Intelligence, GroupM | Costa Del Sol A-E | |
| 10:10 AM - 10:40 AM | Networking Break | Costa Del Sol Foyer | |
| 10:40 AM - 11:10 AM | Chief Investment Officer Roundtable CIOs representing agencies from three of the world’s biggest holding companies take the stage, sharing their perspectives on how they think about media investment, campaign strategy, and channel mix modeling. What role does OOH play in their worlds, and what will it take for the medium to gain a greater share of investment? This session offers a unique lens into the industry's top CIOs' strategic thinking and decision-making processes. Brian McCord, SVP, Executive Director, Media Strategy, RPA | Costa Del Sol A-E | |
| 11:10 AM - 11:35 AM | Disruption and Innovation With a career that spans decades at the forefront edge of digital technology, a passion for progress and a deep understanding of issues at the intersection of marketing, media, and technology, Shelly Palmer is an expert when it comes to navigating cycles of disruption and innovation. In this keynote, Shelly dives into how technology is reshaping our business and provides actionable insights and strategic frameworks to thrive amidst disruption. | Costa Del Sol A-E | |
| 11:35 AM - 12:50 PM | Track Sessions Four concurrent program tracks provide attendees with an opportunity to dive deeper into the topics most relevant to their business. | ||
| 11:35 AM - 12:50 PM | Track I: OOH in the Modern Media Mix Presented in Partnership with AllUnite 11:40 - 12:05 This session explores, via case studies from LATAM and EMEA, how the integration of live data can increase ROI by 50-80% on existing inventory. This marks an impressive shift in OOH effectiveness. AllUnite’s CEO, Esben Elmoe, will also present models for financing live data via data sales, alongside strategies for collecting first-party data with user consent. On top of this, you will discover how advanced techniques can be deployed to track consumer journeys from OOH exposure to store visits or website engagement. As a result, closing the loop on advertising effectiveness and consumer behavior insights. Speaker: Esben Elmoe, CEO and Co-founder, AllUnite
Join us to learn how to leverage the latest advancements in data analytics to optimize your OOH initiatives and achieve measurable results. | Luna 5 | |
| 11:35 AM - 12:50 PM | Track II: Commerce and Retail Presented in Partnership with do it outdoors, StreetMetrics, Talon & Vector Media 11:40 - 11:50
11:50 - 12:10 By incorporating OOH and moving media into a brand’s marketing strategy, companies enhance visibility and maximize the impact of their media investments. This approach acts as an "insurance policy," ensuring stronger returns from investments in retail media networks and driving product movement in the marketplace. Rein it in with OOH Enza Chiodi, Chief Client Officer, Talon Retail Media Amplification 12:10 - 12:30 This session explores how consumer shopping behaviors have evolved - especially from the last mile to the last block and yard- and digs into the power of OOH and moving media to enhance engagement and optimize the consumer journey throughout the entire funnel.
12:30 - 12:50 With a shift in allocation from retail media to moving OOH, brands can attribute more effective and engaging outcomes, enhancing overall retail marketing campaigns. Drew Jackson, CEO, StreetMetrics | Luna 6 | |
| 11:35 AM - 12:50 PM | Track III: Rethinking Measurement and ROAS Presented in Partnership with Reveal Mobile 11:40 - 11:50 11:50 - 12:20 In this session industry experts unpack the nuances of reaching sports fans through OOH advertising, sharing insight into the art and science of capturing attention from this audience segment. Panelists will shed light on best practices for measuring campaign performance, offering invaluable insights for maximizing advertising impact in this competitive space. Jennifer Prince, Chief Commercial Officer, Los Angeles Rams | Luna 7 | |
| 11:35 AM - 12:50 PM | Track IV: Independent Media Companies Deep Dive: Maximizing DOOH Presented in Partnership with Adkom | Blip DOOH sales and programmatic masters will share their expertise on fully leveraging digital assets and provide attendees actionable insights they can implement in their The Impact of Programmatic Technology on Your DOOH Revenue Strategy | Luna 1&2 | |
| 12:50 PM - 1:50 PM | Networking Lunch | Luna Lawn & Terrace | |
| 1:50 PM - 1:55 PM | Framing the Afternoon | Costa Del Sol A-E | |
| 1:55 PM - 2:25 PM | The DNA Of Modern Brands 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? How are brands thinking about brand and performance marketing in the wake of ongoing signal loss and data deprecation? Don’t miss a rare opportunity to hear how brands are thinking about media investment and what they need from our industry to move more dollars into OOH. Tess Guttières, Senior Director of Brand Strategy, Bombas | Costa Del Sol A-E | |
| 2:25 PM - 3:00 PM | AI: New, Now, Next Several AI experts share insight into how AI is reshaping the business landscape, the marketing and media ecosystem, and the OOH Industry. From a high-level view of what’s happening now versus what’s right around the corner, to a deep look at the ways AI is being deployed in the OOH space for both creative and operational efficiencies, this session will arm attendees with the knowledge required to harness this transformative technological advance. Avery Akkineni, CMO, VaynerX | Costa Del Sol A-E | |
| 3:05 PM - 3:45 PM | Town Halls Back by popular demand, the Town Halls are interactive sessions facilitated by a cross-section of industry experts. Attendees will debate, discuss, and identify what’s needed to address critical OOH issues, surfacing what’s needed to advance the industry. The output from these Town Halls will help inform OAAA and member activities for the year to come. | ||
| 3:05 PM - 3:45 PM | Town Hall II: Beyond Programmatic: The Next Chapter of Experience Sponsored by: Catch With impression-based buying and selling gaining momentum, the OOH industry is at a pivotal moment to seize a greater portion of advertiser spending, it's imperative for OOH to continue evolving its technology, data analytics, and targeting capabilities while also exploring innovative formats and creative solutions that resonate with modern audiences. This Town Hall unpacks how the industry can make further strides when it comes to transacting in ways that allow for increased share shift from digital/online channels. Discussion Points:
Facilitated by: | Luna 6 | |
| 3:05 PM - 3:45 PM | Town Hall III: Sustainability, Responsible Innovation, & Getting to Carbon Neutral Sponsored by: Media Resources
Facilitated By: | Luna 7 | |
| 3:05 PM - 3:45 PM | Town Hall IV: Independent Media Companies Billboard Insider editor Dave Westburg leads a panel of company owners addressing today's most important business topics, followed by an open discussion focused on issues of most concern among attendees. Introduced by: Chad Smith, VP of Supply, Blip + Adkom Diana Stevenson, Grace Outdoor, and OAAA Independent Advisory Group Chair | Luna 1&2 | |
| 3:50 PM - 4:10 PM | Fireside Chat with Michael Kassan
| Costa Del Sol A-E | |
| 4:10 PM - 4:35 PM | The Power of Influence and Impact: Revolutionizing Advertising with OOH and the Creator Economy In today's rapidly evolving advertising landscape, the intersection of OOH and the creator economy presents enormous opportunities for brands, media owners, and creators themselves. Unlocking this potential requires a deeper understanding of creators’ POVs on the value found in scarcity and physical spaces, how brands are thinking about working with creators, as well as new perspectives on how OOH inventory is transacted and deployed. This session provides insight into key trends shaping the creator economy and explores how brands, creators, and media owners are maximizing impact through collaboration. Eric Wei, Co-CEO, Karat Financial | Costa Del Sol A-E | |
| 4:35 PM - 5:00 PM | Fireside Chat with Will Flaherty, SVP, Growth, Ro As a rapidly growing direct-to-consumer healthcare company Ro (formerly Roman) has used innovative marketing to drive material growth and gain market share. In this fireside chat Will Flaherty, SVP, Growth, Ro, shares insight into how he thinks about building an optimal media mix, the role OOH plays, and how the industry can better help support the company’s business objectives. | Costa Del Sol A-E | |
| 5:00 PM - 5:25 PM | Making the Most of Cultural Moments Two industry leaders share insight into how consumer and entertainment brands are tapping into creativity, culture, shared experiences, and big moments to connect with consumers in powerful ways. From the Superbowl, to the Oscars, Grammys and more, they’ll share examples of how to make the most of cultural moments. | Costa Del Sol A-E | |
| 6:30 PM - 7:45 PM | The 82nd Annual OBIE Awards For over eighty years, the prestigious OBIE Awards have been synonymous with creative excellence, spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home industry. Co Hosted By: Jeff Jan, EVP Strategy & Growth, OAAA & David Shing, Digital Prophet | Costa Del Sol A-E | |
| 8:00 PM - 10:00 PM | OBIE Awards After Party | Valley Promenade |
Wednesday, May 1, 2024
| Time | Description | Location Name | More Info |
|---|---|---|---|
| 6:30 AM - 7:30 AM | Yoga A rejuvenating class practicing various styles of yoga combining physical postures and breathing techniques using movement and meditation to promote mental and physical well-being. | Luna 3 | |
| 7:30 AM - 8:30 AM | Networking Breakfast | Costa Del Sol Foyer | |
| 8:30 AM - 8:45 AM | Local Case Study Contest Winners and Presentations Steve Nicklin, SVP Marketing & Analytics, OAAA | Costa Del Sol A-E | |
| 8:45 AM - 8:55 AM | Geopath Report | Costa Del Sol A-E | |
| 8:55 AM - 9:20 AM | Becoming the Village Young People Need Introduced by OOH United Artis Stevens, President & CEO, Big Brothers and Big Sisters of America | Costa Del Sol A-E | |
| 9:20 AM - 9:50 AM | Debate: Media Versus Creative This dynamic debate-style session dives into the heart of advertising strategy: the power of media versus the creative. Industry leaders dig into the nuanced impacts of location and context against the backdrop of design, message, and resonance. What matters more? Claudia Damas, CEO Americas, Altermark David Shing, Digital Prophet & Industry Luminary | Costa Del Sol A-E | |
| 9:50 AM - 10:00 AM | Sustainability, the Elephant in the Boardroom | Costa Del Sol A-E | |
| 10:00 AM - 10:30 AM | Reinventing Charity | Costa Del Sol A-E | |
| 10:30 AM - 10:55 AM | Breaking Boundaries: Global Trends Reshaping the OOH Landscape In this exclusive reveal, Rapport teases findings from a soon-to-be-released global OOH trends report in partnership with MAGNA. OOH is the fastest-growing traditional media channel globally, with DOOH growth on par with online. Find out what's fueling this growth - from a creative renaissance to the rapidly changing role of programmatic and DOOH, as well as emerging trends tied to sustainability. Let’s hear what this means on global scale and how it will translate to the US market in the next 6 – 12 – 18 months. | Costa Del Sol A-E | |
| 10:55 AM - 11:35 AM | The Leadership Outlook The closing session for the OAAA’s OOH Media Conference is an annual tradition. In it, Chief Executives from the three largest U.S. OOH companies share their perspectives on the current state of the market and their predictions for its future. Jeremy Male, Chairman and CEO, OUTFRONT Media | Costa Del Sol A-E | |
| 11:35 AM - 11:45 AM | Closing Remarks | Costa Del Sol A-E | |
| 12:30 PM - 2:00 PM | Special Session: Strategic Selling with Data: A Blueprint for Success Join our panel of experts from both the buy and sell sides of the OOH industry for an interactive discussion at the 2024 OOH Media Conference on how to approach a client’s inquiry from each step of the buying process. The panel will walk attendees through the process of understanding the initial client brief, discuss follow-up questions that inform the planning process, work together to find the optimal units for the plan, and present the plan created with the help of informed data. Panelists will also share best practices for blending market knowledge with Geopath and other data sources to identify the best media to fit the client’s needs. The panel will share ideas for using audience data to find inventory types that clients may not have initially considered in their brief. Finally, our experts will discuss how alternative audience options can open new possibilities when planning with OOH media. Panelists: Alison Broback, Chief Client Officer, Partner, ODN | Anna (Coastal Events Center) |