Good morning, everyone – and welcome to OAAA’s 2025 OOH Media Conference!
It’s great to be here with you all in Boston – a city where history, creativity, and innovation converge, just like out of home.
This iconic American metropolis sets the perfect stage for what promises to be an unforgettable gathering: a celebration of connection, collaboration, and inspiration.
With over 1100 attendees – and more brands and agencies represented than ever before… we are truly in the presence of the industry’s best and brightest.
Presence.
Let’s pause on that word for a moment, because it’s the theme of this year’s conference: The Power of Presence.
Presence isn’t just about showing up.
It’s about being seen. Being felt. Being influential. Physically, emotionally, symbolically, and culturally.
There is nothing more powerful than our presence – both as a medium and as an industry.
It’s an honor to stand before you today following another milestone year for out of home.
For the first time in our industry’s history, OOH revenue surpassed 9 billion in 2024, a 4.5% increase over 2023.
OOH outpaced growth in digital display, cable TV, radio, newspapers, and magazines.
Digital OOH continues to drive impressive momentum – now 34% of total OOH ad spend.
A rising tide truly lifts all boats.
That’s the spirit of this year’s conference, as well as our shared vision for the year ahead.
Because together, we’re navigating a time of disruption and reinvention:
Shifting expectations…..
Technological acceleration….
Budget pressures and economic complexity…..
But we also know that, when things change, opportunity can arise.
And the OOH industry has ALWAYS thrived in the face of change.
Resilience and perseverance are in our DNA.
OOH has evolved:
…. not by shrinking, but by expanding….
….not by simplifying our offering, but by leaning into what makes us dynamic.
We are greater than the sum of our parts – and yes, we have a lot of parts.
But that’s what makes OOH dynamic, versatile, and engaging.
We’re not one screen. We’re not one format.
We’re a full-spectrum canvas, powering brand-building, cultural connection, and business outcomes.
The power of presence is the power of possibilities.
And when OOH works in concert with other channels—digital, social, retail media, CTV, and the creator economy—our impact multiplies.
Don’t just take my word for it.
Research we released last year confirms it:
OOH ads seen in iconic locations—or paired with social media and influencer content—have greater influence among half of U.S. adults, with even stronger impact among urban, Black, Hispanic, and younger audiences.
And that influence drives important mobile activation.
OAAA findings show that three in four recent viewers engaged with their mobile device after seeing an OOH ad–nearly half searched for more information, and over 40% made an online purchase.
OOH is how brands build visible strength in the real world, but we need to make OOH’s strength just as visible.
Earlier this year, OAAA undertook an ambitious effort to sharpen our industry’s positioning–to create a shared narrative, a consistent value proposition, and a more unified presence for our industry.
We listened–closely–to brands, agencies, and media owners across the ecosystem.
And while the work is still evolving and forthcoming later this year, the feedback was clear.
Here’s what we heard:
……OOH is the last true mass-reach medium in an era of fragmentation and decline across other channels.
……It’s highly effective for brand building, delivering visibility, credibility, and trust.
……It’s a driver of social engagement and earned media, fueling content, virality, and cultural relevance.
OOH is creatively powerful, culturally relevant, and brand-safe.
But we also heard where we’re falling short:
– OOH still feels too complex to plan, buy, and measure.
– There’s a lack of standardization across platforms and vendors.
– Fragmentation and internal noise are hurting our ability to compete with digital’s speed, simplicity, and scale.
The insights also uncovered a major industry shift:
Marketers are increasingly focused on growth, reshaping how media investments are planned, activated, and measured.
For out of home, this creates both urgency and opportunity to meet the modern marketer’s expectations.
While it’s important to share our medium’s potential, it’s critical we continue to focus on its proof.
Brands want to know: “If I spend a dollar, what do I get back?”
It’s no longer enough just to speak in reach.
We must also speak to the power of engagement and outcomes:
We need to talk about:
Sales lift. Store visits. Digital amplification. And Brand recall.
We need to act like a platform, not like a patchwork.
Because out of home offers power and scale, unlike anything else, across every category.
I think we can all instinctively feel the power of OOH as a platform, and OAAA continues to focus on providing the tools and insights to prove the power of OOH.
A Harris Poll study we released last week highlighted OOH’s unique ability to drive action across key product categories and found that:
70% of U.S. consumers recall seeing an OOH ad for personal care products, with more than half recalling one in the last month.
On top of that, 83% engaged with the ad, and 41% made a purchase.
And when it comes to sit-down or fine-dining restaurants, 71% recall seeing an OOH ad in that category, with nearly half in the last month, and 86% took action after seeing the ad.
OOH’s ability to drive real action is unmatched.
And the world’s biggest brands are doubling down:
Nike increased OOH spend by 443% year-over-year.
Samsung added $10M to its OOH investment in 2024.
American Express–this year’s OBIE Hall of Fame inductee–remains a mainstay on our MegaBrands Top 100 list.
And it’s not just the big brands.
Local advertising drives 65% of total OOH revenue…. And that’s a powerful reminder that our medium fuels growth at every level.
OOH’s ability to reach far–and feel local–is unmatched.
We help major brands build national presence, but we’re just as essential to small businesses, nonprofits, community organizations, and government initiatives.
Last year marked the highest OOH political ad spend ever for a Presidential election.
We also saw all-time records set across Congressional campaigns and political action committees.
Whether it’s launching the next big brand, helping a neighborhood business grow, or getting a local official elected,
OOH shows up–delivering results, building connections, and strengthening the communities we live in daily.
This incredible headline in The Drum from just last week highlights exactly that:
“Why Stripe, Netflix, and the US Senate are betting big on out-of-home ads.”
But as Winston Churchill once said,
“The price of greatness is responsibility.”
And as disruption continues to reshape the advertising landscape,
OOH has a unique opportunity–and an obligation–to step up.
OAAA is doing that work every day.
Our advocacy efforts are more critical than ever–because presence isn’t just about marketing campaigns.
It’s about showing up where it matters: in the courts, on the Hill, and in legislative conversations that impact the future of our industry.
We are charting the course for OOH’s long-term success–forging critical relationships with lawmakers, defending our interests, and creating the conditions for sustainable growth.
Through strong government affairs leadership, direct engagement with policymakers, and a constant pulse on legislative and regulatory developments,
We are not just protecting OOH’s future–OAAA and our members are actively shaping it.
That same drive must fuel our commitment to innovation.
To secure an essential role in the media mix–both today and in the future, we must embrace innovation with the same urgency and focus.
We must continue to invest in technology, champion creativity, and approach the future with curiosity and ambition.
We must also make it easier, faster, and smarter to buy, measure, and optimize our medium – meeting modern marketers where they are.
The momentum is already building.
Programmatic digital out of home accounted for 15% of total DOOH spend in 2023–and jumped to 24% in 2024, according to MAGNA, which projects it will reach 65% of DOOH by 2029.
This is more than just a turning point– it’s a call to action.
To fully unlock OOH’s potential, we need a mindset shift– not just in how we sell, but also in how we position our medium, how we go to market, and how we define success.
Which brings me to what I believe are the four guiding imperatives for OOH in 2025 and beyond:
1 – Unite as One Industry, One Voice.
We must align around a shared identity and clear value proposition – not just to compete, but to grow.
That means:
– Unified messaging
– Consistent metrics
– Clear and compelling proof points
Let’s empower our sellers and make it easier for brands and agencies to understand, trust, and choose OOH.
We can no longer be a “nice to have.” We need to be the must-have.
And OAAA is committed to leading this charge.
For more than 130 years, we have been the voice of the industry–in Washington D.C., with industry-leading brands, inside decision-making agencies, and alongside local businesses across the country.
Today, these strong relationships are helping to rally the industry around a single, unified story– one that elevates OOH’s value, accelerates growth, and strengthens our standing in the modern media mix.
2 – Embrace Innovation and Acceleration.
To quote H.G. Wells: “Adapt or perish.”
The speed of change in media today is unprecedented.
OOH must move at the speed of culture – and the speed of commerce.
That means fully embracing technology, automation, and AI – not as something to fear, but as tools to sharpen our creativity, extend our reach, and accelerate our results.
You may have noticed there’s no standalone session on AI this year, and that’s intentional.
Because AI isn’t a silo. It’s a throughline, shaping every brief, every buy, every insight, and every outcome.
From creative optimization to audience targeting, from scheduling to attribution, AI is already transforming how we operate.
And that transformation is just beginning.
AI will change how we work– but it won’t change why we work.
It won’t replace presence, it will enhance it.
It should make us faster, smarter, and more connected to the audiences we serve.
To not only keep up, but get ahead.
So that we can:
– Make programmatic easier and more scalable.
– Make measurement real-time, transparent, and ROI-driven.
– Make planning intuitive, integrated, and insight-rich.
OOH has always been a creative canvas.
But, it’s also become a performance platform.
That duality is both our greatest strength and the key to our future.
3 – Shift from Inside-Out to Outside-In.
Let’s focus less on internal complexity– and more on external opportunities.
We must meet the market where it is – and solve for what brands are really asking for:
– Simplicity.
– Speed.
– Accountability.
– Results.
At the end of the day, most buyers aren’t evaluating the nuances between OOH companies– they’re evaluating how OOH, as a medium, delivers against their goals.
Vendor differentiation often takes a backseat to campaign performance.
We exist to make their stories visible, their messages impactful, and their outcomes measurable.
OOH ad sales are projected to grow 4.5% annually from now until twenty-twenty-nine (2029)……but the right focus can lift us to even greater growth.
To win, we must stop talking to ourselves– and start delivering what matters most to them.
Finally… Champion Our People and Our Future.
This industry isn’t just defined by its inventory.
It’s defined by its people.
From companies large and small…
To local sellers and global strategists…
From seasoned operators to our next generation of leaders…
OOH is a people-powered business.
That’s why we’re especially proud of our Future Leaders Program, now in its second year in partnership with Big Brothers Big Sisters of America.
Let’s all take a moment to congratulate this year’s Future Leaders– please stand and be recognized.
This initiative isn’t just about mentorship.
It’s about building pipelines, opening doors, and ensuring a more dynamic and representative industry.
We’re investing in the future of talent.
Because innovation isn’t just about technology and ideas.
It’s also about people. And it’s our people who make OOH extraordinary.
And throughout it all, OAAA is here to help lead the way.
We are your partner in growth, share shift, and market momentum.
Our industry-leading research gives you the data and insights you need to drive smarter decisions and stronger outcomes.
Our programs, initiatives, and thought leadership are all designed to keep OOH at the center of the media conversation, where it belongs.
And through our government affairs leadership, we ensure that OOH’s voice is heard, protected, and elevated at every level.
In the next two days, you will see our focus on arming the industry with tools, insights, visibility, and advocacy come to life.
What’s on deck?
– Top CMOs on how they’re breaking through in an oversaturated, fragmented world.
– Generational and economic experts on key consumer trends impacting advertising and the industry’s overall future.
– High-growth challenger brands on how they navigate omnichannel marketing and build presence with purpose.
– Agency leaders on what it will take to make OOH a bigger part of their plans– and their budgets.
AND – we’re thrilled to welcome award-winning actor and Co-Founder of Four Walls Whiskey, Charlie Day, for a candid conversation on the intersection of entertainment, commerce, and culture.
We’ll celebrate the best creatives in the business with the OBIE Awards.
We’ll honor the leaders and rising stars who are shaping the next era of our industry with the OOH Industry Awards.
And we’ll do it all while connecting, collaborating, and–yes– having a little fun along the way.
Ultimately, OOH brings humanity to media.
And, I believe humanity is the most valuable currency in marketing.
Because we are more than just a line on a media plan.
It’s culture in motion.
It’s ideas made real.
It’s impact with purpose.
We are the canvas for creativity.
The stage for storytelling.
The spark for everything that follows.
That’s our power – and our presence.
Thank you!
Published: May 6, 2025