*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
Scott Fiaschetti, MBA, EVP, Marketing & 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!

Sponsored by Watchfire 

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.

Sponsored by Hivestack by Perion

Costa Del Sol Side Lawn
5:30 PM - 7:30 PM

Welcome Reception

Sponsored by Broadsign 

Luna Lawn
8:00 PM - 10:00 PM

After-Hours Reception

Sponsored by Clear Channel Outdoor

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.

Sponsored by Hivestack by Perion

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

Anna Bager, President & CEO, OAAA

Costa Del Sol A-E
9:15 AM - 9:35 AM

Opening Keynote

To Be Announced Shortly

Costa Del Sol A-E
9:35 AM - 10:00 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
10:00 AM - 10:30 AM

Networking Break

Sponsored by Circle Graphics

Costa Del Sol Foyer
10:30 AM - 10:55 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.

Lisa Giacosa, Chief Investment Officer, Spark Foundry
Marcy Greenberger, Chief Investment Officer, UM 
Kelly Metz, Chief Investment Officer, OMD USA
Moderator: Clive Punter, Executive Vice President, Chief Revenue Officer, OUTFRONT Media

Costa Del Sol A-E
10:55 AM - 11:20 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.

Shelly Palmer, Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group

Costa Del Sol A-E
11:20 AM - 11:45 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
Maggie Schmerin, Chief Advertising Officer, United Airlines​​​​​
John Solomon, Chief Marketing Officer, Therabody​
Moderator: Seth Matlins, Writer, Editor, Curator

Costa Del Sol A-E
11:45 AM - 12:55 PM

Track Sessions

Four concurrent program tracks provide attendees with an opportunity to dive deeper into the topics most relevant to their business.

 
11:45 AM - 12:55 PM

Track I: OOH in the Modern Media Mix

Details To Be Announced Shortly

Luna 5
11:45 AM - 12:55 PM

Track II: Commerce and Retail 

Details To Be Announced Shortly

Luna 6
11:45 AM - 12:55 PM

Track III: Rethinking Measurement and ROAS

 Presented in Partnership with Reveal Mobile

Details To Be Announced Shortly

Luna 7
11:45 AM - 12:55 PM

Track IV: Independent Media Companies Deep Dive: Maximizing DOOH

DOOH sales and programmatic masters will share their expertise on fully leveraging digital assets and provide attendees actionable insights they can implement in their
markets.

How to Sell DOOH Faster by Focusing on Building Local, Direct Sales
Grow DOOH revenue with an eight-point program, including critical steps for both company owners and their sales teams.
Kevin Gephart, Principal, OOHSalesFaster.com

The Impact of Programmatic Technology on Your DOOH Revenue Strategy
Learn how Independent companies are leveraging programmatic advertising and technology to grow DOOH revenue.
Jordan Fraser, Senior Director of Vistar's Enterprise Solutions, Vistar Media

Presented in Partnership with Adkom | Blip

Luna 1&2
12:55 PM - 1:55 PM

Networking Lunch

Luna Lawn & Terrace
1:55 PM - 2:00 PM

Framing the Afternoon

Julie Thompson, EVP, Chief Marketing Officer, OAAA

Costa Del Sol A-E
2:00 PM - 2:30 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
Sarah Leidy Kelly, Director of Integrated Media, OLIPOP
Nick Virginio, Senior Director of Marketing, Capital Brands (nutribullet | magic bullet)
Kaitlyn Wood, Senior Director, Offline Marketing, PrizePicks
Moderated by Tina Sharkey, Lecturer on the Business of Innovation at the Iovine and Young Academy at USC

Costa Del Sol A-E
2:30 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
Ian Dallimore, Vice President of Digital Growth, Lamar Advertising
Joanna Peña-Bickley, Founder and CEO, Vibes Ai

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 I: Share Shift

Details To Be Announced Shortly

Luna 5
3:05 PM - 3:45 PM

Town Hall II: Programmatic

Details To Be Announced Shortly

Luna 6
3:05 PM - 3:45 PM

Town Hall III: Sustainability

Presented in Partnership with Media Resources

Details To Be Announced Shortly

Luna 7
3:05 PM - 3:45 PM

Town Hall IV: Independent Media Companies

Billboard Insider Co-Publisher 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.

Moderator: Dave Westburg, Co-Publisher, Billboard Insider

Luna 1&2
3:50 PM - 4:20 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
Nik Sharma, CEO, Sharma Brands
Drew Baldwin, CEO, Tubefilter and Founder of the Streamy Awards
Benjamin Stoffer, Founder and CEO, Spritz Society
Moderator: Esther Raphael, CMO, Intersection

Costa Del Sol A-E
4:20 PM - 4:40 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.

Introduced by Brian Rappaport, Founder & CEO, Quan Media Group
Moderated by Anna Bager, President  & CEO, OAAA

Costa Del Sol A-E
4:40 PM - 5:00 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.

Jennifer Frommer, SVP, Partnerships & Creative Content, Columbia Records, Sony Music
Sophie Kelly, SVP of Global Tequila and Mezcal Categories, Diageo
Moderator: Anna Bager, President & CEO, OAAA

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

Hosted by Lamar Advertising Company

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.

Sponsored by Hivestack by Perion

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
Scott Fiaschetti, EVP, Marketing, Geopath

Costa Del Sol A-E
8:45 AM - 9:00 AM

Geopath President’s Report

Dylan Mabin, President, Geopath

Costa Del Sol A-E
9:00 AM - 9:25 AM

Keynote Interview

Introduced by OOH United

Artis Stevens, President & CEO, Big Brothers and Big Sisters of America
Moderated by Dan Levi, EVP, Chief Marketing Officer, Clear Channel Outdoor

Costa Del Sol A-E
9:25 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?

Sheena Dougher, Vice President, Marketing Communications, Jack In The Box 
Kasper Koczab, Head of OOH Media, Brex   
Moderated by
Martin Porter, EVP, Head of OOH, Dentsu U.S.

Costa Del Sol A-E
9:50 AM - 10:20 AM

Reinventing Charity 

Scott Harrison, Founder & CEO, charity:water shares insight into the importance of creativity and innovation in business, highlighting his reinvention of charity with an innovative 100% model and radical transparency. 

Introduced by Chris Olsen, President, Rapport US
Scott Harrison, Founder and CEO, charity:water

Costa Del Sol A-E
10:20 AM - 10:55 AM

Breaking Boundaries: Global Trends Reshaping the OOH Landscape 

In this exclusive reveal, Rapport teases findings from a soon-to-be-releases 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 fuelling this global growth - from a creative renaissance, to the role of programmatic in expanding the use of data and dynamic creative to drive relevance, as well as the ways 3D is being delivered at scale to grab consumer attention, and how social and DOOH are being combined to enhance effectiveness. 

Following the presentation, a panel of experts join to discuss how emerging global trends like sustainability and a dual technological and creative renaissance are driving material shifts in the industry, and what it means for the US market in the next 6 - 12 - 18 months. 

Laura Brandes, Vice President of Growth, Rapport
John Osborn, Partner, Ad Net Zero

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
Sean Reilly, President and CEO, Lamar Advertising Company
Scott Wells, CEO, Clear Channel Outdoor Holdings
Moderated by Michael Provenzano, CEO and Co-Founder, Vistar Media

Costa Del Sol A-E
11:35 AM - 11:45 AM

Closing Remarks

Anna Bager, President & CEO, OAAA

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
Erin Trabeau Bowling, AVP, Research Services, Lamar Advertising Company
Chris Farnkopf, VP, National Sales, Adkom
Scott Fiaschetti, MBA, EVP, Marketing & Member Support, Geopath

Anna (Coastal Events Center)