OAAA 2026 Conference Adds Lamar, Giant Spoon Execs to Highlight OOH's Strategic Shift

Event summary

  • OAAA's 2026 OOH Media Conference (May 11–13, Dallas) adds Lamar's Ross Reilly and Giant Spoon's Ian Grody to speaker lineup.
  • Event theme 'The Human Medium' focuses on OOH's role in brand growth and cultural relevance.
  • Reilly to discuss OOH's evolution from inventory provider to strategic brand partner.
  • Grody to explore creativity's role in OOH campaigns amid automation trends.

The big picture

The OAAA conference underscores OOH's growing strategic importance in marketing mixes, particularly as brands seek tangible, measurable connections in physical spaces. With speakers from Lamar Advertising and Giant Spoon, the event highlights the industry's shift from traditional placements to integrated, data-informed brand partnerships. This reflects broader trends in media convergence and the search for differentiated advertising channels.

What we're watching

Strategic Evolution
How OOH media owners will balance performance metrics with brand presence.
Creative Differentiation
Whether OOH can maintain cultural relevance amid digital automation.
Industry Consolidation
The pace at which OOH integrates programmatic and data-driven strategies.