The @YourOAAA #OOH2023 Media Conference

Adrian J Cotterill, Editor-in-Chief

This year’s OAAA/GEOPATH OOH Media Conference takes place in Nashville, TN. from Monday, March 27 to Wednesday, March 29, 2023.

Here’s the agenda for the three days: –

Monday, March 27, 2023

10:00 AM – 12:00 PM Geopath Board of Directors Meeting 
12:30 PM – 1:45 PM OAAA Board of Directors Meeting 
1:45 PM – 2:00 PM Break
2:00 PM – 4:00 PM OAAA  Leadership Summit *Invitation only  
5:30 PM – 7:30 PM                  Welcome Reception in The Hub sponsored by Broadsign

Tuesday, March 28, 2023

7:30 AM – 8:30 AM  Networking Breakfast in The Hub 
The Hub is the central location for attendees to gather to experience the offerings OOH vendors provide for the industry, socialize during meal functions, experience pop-up sessions in the new stage area, or grab a latte in the cafe.
8:30 AM – 10:30 AM                                                                                                                                                                                                                                                                                                                                                                                   General Session Convenes

Sessions Include:

  • Welcome + State of the Industry
    Anna Bager, President & CEO, OAAA
  • Crossing the Generational Divide
    Jason Dorsey, Generations and Behavioral Researcher and President, The Center for Generational Kinetics
  • A Fireside Chat with Sophie Kelly, SVP of Whiskies, Diageo North America 
    Interviewed by Anna Bager, President and CEO, OAAA
10:30 AM – 11: 00 AM Networking Refreshments Break In the Hub sponsored by Circle Graphics 
11:00 AM – 11:45 AM  General Session Reconvenes

Sessions Include:

  • The 2023 Outlook for High-Growth Brands
    Brittany Deems, Brand Marketing Director, Coterie
    Josh Fajardo, Sr. Director, Brand Marketing, Zelle
    Additional Speakers TBA
  • Defining the Next Era of Marketing, Media, Creativity and Consumer Experience
    David Sable, Co-Founder & Partner, DoAble
    Interviewed by Anna Bager, President & CEO, OAAA
11:45 AM – 12:45 PM Tracks
Three concurrent program tracks provide attendees with an opportunity dig deeper on the topics most relevant to their business.  
Track I : Omnichannel Marketing
How OOH Can Help Connect a Fragmented Media EcosystemThe nearly infinite number of screens, platforms and channels defining today’s media landscape make reaching consumers with cohesive brand experiences incredibly challenging. In this track industry experts unpack the power of OOH to breakthrough a fragmented media landscape, bridge the gap between IRL and URL, ultimately connecting with consumers wherever they are.
Track II Data Innovation
How OOH Can Help Brands Thrive in Today’s MarketplaceHigh performing campaigns that maximize impact and ROI have always been key for advertisers – and today’s complex macroeconomic environment is driving even greater focus on efficacy and efficiency. At the same time, ongoing cookie deprecation has resulted in renewed attention being paid to context, location and other data signals. In this track, industry experts explore how infusing data, creativity, and innovation into OOH’s legacy location and context strengths open a wide range of opportunities for brands to supercharge growth- even in challenging times.
Track III: Measurement in 2023 and Beyond
How OOH Can Deliver Metrics that Matter to BrandsUnderstanding efficacy and impact has always been important for advertisers, and increased sophistication around the KPIs that define it mean there is a far broader set of outcomes being measured by brands. In this track, industry experts discuss the innovative ways OOH can provide this information and insight, ultimately delivering the metrics that matter to today’s marketers.
12:45 PM – 1:45 PM  Networking Lunch in the Hub sponsored by Williamson & Associates
1:45 PM – 4:00 PM General Session Reconvenes 

Sessions include:

  • Balancing Brand and Performance in the New Brand Economy
    Brad Backenstose, Executive Director, New Economy Lead, Wavemaker
  • What’s Your Story? How Storytelling Can Transform an Industry
    Wayne Partello, Co-Founder, CEO, Cuento and former CMO, San Diego Padres
  • Building a More Diverse and Equitable Industry
    Introduction by Marc Fenty, SVP, Director of OOH, Horizon Media and Co-Chair, Founding Member, OOH UNITED
    Jeff Marshall, Chief Diversity Officer, Head of Diversity, Equity & Belonging, UM Worldwide
    Anna Bager, President & CEO, OAAA
4:00 PM – 4:30 PM  Networking Break in The Hub sponsored by Circle Graphics
4:30 PM – 5:15 PM Breakthrough Town Hall Sessions 
New in 2023, 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.
Town Hall I: Breaking Through
How can we help the larger advertising industry better understand the full scope of OOH’s promise?
Town Hall II: OOH’s Programmatic Breakthrough 
What will it take to better incorporate OOH into the larger programmatic landscape in the next 12 months? How can we leverage programmatic to drive net new revenue and growth for the industry?
Town Hall III: Share Shift
Why are brands underspending in OOH – what’s in the way? How can we breakthrough this resistance?
7:00 PM – 8:30 PM Industry & OBIE Awards 
8:30 PM – 11:00 PM OBIE’s After Party hosted by Lamar

Wednesday, March 29, 2023

7:30 AM – 8:30AM  Networking Breakfast 
8:30 AM – 12:00 PM                       General Session Reconvenes

Sessions include:

  • Sustainability & Responsible Growth:
    A New Model for Brands, Businesses, and Industries
    Rupen Desai, Co-Founder, The Shed28, Former CMO, Dole Sunshine Company
  • Local Case Study Award Presentation
  • How a Disruptor Brand Disrupted with OOH
    Stephen Lease, Co-Founder & CEO, goodr
  • Geopath President’s Address
    Dylan Mabin, President, Geopath
  • Panel Discussion: OOH Measurement- What’s Next?
    Ari Buchalter, CEO, Place Exchange
    George Ivie, CEO and Executive Director Media Rating Council (MRC)
    Dylan Mabin, President, Geopath
    Andy Sriubas, Chief Commercial Officer, OUTFRONT Media
  • The Global POV
    Tom Goddard, President, World Out of Home Organisation and Chairman, OOH Capital
    Special Guest TBA
  • The Leadership Outlook
    Jeremy Male, Chairman and CEO, OUTFRONT Media
    Sean Reilly, President and CEO, Lamar Advertising Company
    Scott Wells, CEO, Clear Channel Outdoor America
  • Closing Keynote TBA
12:45 PM Conference Concludes 

*All agenda times are listed in Central Time zone.

Registration can be found here.

You can join the conversation at #OOH2023

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