Emma Grede to Headline OOH Summit on 'The Human Medium' in Dallas

DALLAS, TX – February 18, 2026 – As brands grapple with an increasingly automated and fragmented media landscape, the Out of Home Advertising Association of America (OAAA) is making a bold statement on the enduring power of physical presence. The organization today announced that its 2026 OOH Media Conference, held in Dallas from May 11–13, will be headlined by Emma Grede, the entrepreneurial force behind culturally dominant brands SKIMS and Good American.

Centered on the theme “The Human Medium,” the conference aims to explore how out of home (OOH) advertising commands attention in the real world, creating shared experiences where culture is made and communities connect. The inclusion of Grede, a master of building digital-native brands, signals a pivotal moment for the industry, underscoring the strategic importance of physical visibility in a comprehensive marketing mix.

From Digital-First to Real-World Impact

Emma Grede’s participation in a fireside chat is perhaps the most telling indicator of OOH’s evolving role. Known for leveraging social media and influencer marketing to build billion-dollar enterprises, her focus on real-world presence validates the medium's power. Her brands have not shied away from making bold, physical statements. SKIMS, for example, has launched massive OOH campaigns, including a 60-foot inflatable of Kim Kardashian in Times Square and a national campaign featuring alien-themed billboards, demonstrating a clear strategy to generate viral buzz and cultural conversation through high-impact, physical installations.

This approach aligns perfectly with the insights Grede is expected to share. She will discuss how modern brands build momentum across platforms and why physical visibility remains a cornerstone of brand leadership. Her upcoming book, Start With Yourself, further explores themes of ambition and leadership that resonate with her business philosophy.

"In a world driven by automation, the brands that endure are the ones that show up in real life, in the spaces where communities gather, and conversations are already happening," said Emma Grede in the official announcement. "I’m excited to join OAAA in Dallas to talk about how building modern brand leadership still starts with visibility, intention, and a deep understanding of people.”

'The Human Medium': OOH's Answer to Digital Fatigue

The conference's theme, 'The Human Medium,' directly confronts the challenges of digital advertising, such as ad-blocking, algorithmic filtering, and consumer burnout. OOH offers an unskippable, unblockable alternative that integrates into consumers' daily lives, building brand trust and mental availability through sheer presence. Research shows that OOH is highly effective at driving consumer action, from online searches to in-store visits, and significantly boosts the performance of other marketing channels.

While rooted in physical presence, the industry is far from static. The primary engine of OOH investment is now Digital OOH (DOOH), which is projected to account for a significant majority of OOH spending in the coming years. The rise of programmatic DOOH (prDOOH) is transforming how ad space is bought and sold, with programmatic ad spend expected to reach $1.23 billion by 2026. This technology allows for automated, real-time purchasing, smarter targeting, and faster creative optimization, making the medium more flexible and data-driven than ever before.

“The OOH Media Conference is where global brand power meets real-world impact,” said Olivia Oshry, Chief Marketing Officer at OAAA. “We are bringing together leaders who understand that enduring brands are built through human connection and shared experience. From global entrepreneurs to iconic cultural institutions, this year’s lineup reflects what makes OOH essential in today’s media landscape.”

Dallas: A Global Stage for Spectacle and Strategy

The choice of Dallas as the host city is no coincidence. The city is rapidly becoming a hub for major international events, most notably as a host for the FIFA World Cup 26. The conference will feature Noelle LeVeaux, Chief Marketing Officer for FIFA World Cup 26 Dallas, who will provide a firsthand look at how brands can activate at city scale during a global spectacle. With an estimated 4 million visitors expected in the region for the tournament, the event presents an unparalleled opportunity for OOH advertising to create immersive, city-wide experiences and foster civic pride.

LeVeaux is expected to discuss harnessing live moments to create experiences that resonate far beyond the stadium. This synergy between the OAAA conference and the World Cup preparations highlights the critical role OOH plays in amplifying large-scale events and driving local economic impact.

The Dallas-centric programming is further enhanced by a special performance from the iconic Dallas Cowboys Cheerleaders and a session with Meredith Counce, SVP of Brand and Marketing for the Dallas Cowboys. These elements underscore the power of live culture and shared spectacle—core tenets of what makes OOH an unforgettable medium.

Charting the Industry's Future

Beyond the headline names, the conference agenda points to an industry focused on its future. The lineup includes John Morgan, founder of Morgan & Morgan and a leading investor in OOH, who will offer a financial perspective on the medium's value. Futurist and author Rishad Tobaccowala of Publicis Groupe will provide his forward-looking analysis on the intersection of technology, media, and human behavior.

These discussions are backed by the OAAA's ongoing strategic initiatives. The trade association is actively working to advance the industry through government advocacy, developing modernized measurement standards for DOOH, and promoting the medium's effectiveness to brands and agencies. By bringing together diverse leaders in entrepreneurship, global sports, investment, and marketing strategy, the OAAA is positioning the 2026 conference not just as a meeting, but as a definitive statement on the indispensable role of out of home advertising in building the brands of tomorrow.