Agenda Now Available for The Independents Summit at The 2025 OOH Media Conference

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Apr 15, 2025

The agenda is now available for The Independents Summit, which kicks off the 2025 OOH Media Conference on Monday, May 5, in Boston. In partnership with OAAA’s Independent Advisory Group, this summit tackles the unique challenges and opportunities of independent OOH companies. Learn from experts, engage in roundtables to discuss challenges, share solutions, and explore growth—all while connecting with industry leaders.

The Independents Summit Agenda

Opening remarks will begin Monday at 2:30 pm with Anna Bager (OAAA), Diana Stevenson (Grace Outdoor Advertising), and Cedric Bernard (Adkom | Blip).

2:40 PM – 3:05 PM Audience Measurement: Understanding the Options for Measurement and Defining ROI Parameters
This session outlines different audience measurement options available to best match client needs, so OOH media owners can best compete for business. Attendees will learn how to better evaluate audience measurement ROI options so they can make informed decisions about what data is essential to maximize their business efforts. ‍What baselines do OOH media companies need to deliver to compete for agency and local advertiser media budgets? What are the current options for audience measurement? What options exist for post-buy attribution? What is the value of both quantitative and qualitative audience data solutions and what are the best use cases for each?
3:05 PM – 3:30 PM National Sales: Understanding the Rules of the Game and Defining ROI Parameters
This session provides insight into what national buyers need from OOH media companies and how agencies approach the RFP process. Topics include the key information agencies look for, expectations around rates and performance guarantees, and standard payment timelines. The discussion will cover the higher volatility of national sales in comparison to local business, and review strategies for positioning OOH inventory effectively with national buyers. How does the RFP process work from the agency side? What information is most useful to agencies? ‍What are their expectations regarding rates, POP, make goods, etc.? ‍What are current/typical payment timelines? ‍What can individual companies do to best position themselves with national buyers (market updates, new inventory locations, new digitals, etc.)?
3:30 PM – 3:55 PM Programmatic OOH: Understanding the Landscape and Defining ROI Parameters
This session provides insight into how programmatic OOH operates from the buyer’s perspective – what they need, how they think, and what it takes for OOH media companies to compete effectively. OOH media companies will learn what’s needed to assess the potential return on investment in programmatic and determine how much they should focus on this channel. What factors are considered when buys are being placed? (e.g. impressions, CPMs) How are markets selected? How is the creative process handled to optimize results? Margin impact: what can Independents expect regarding fees, payment timelines, etc.?
3:55 PM – 4:15 PM Networking Break
4:15 PM – 5:25 PM Roundtable Discussions Roundtables give attendees a chance to dive deeper into topics from the Summit in a more interactive setting. Each session includes speakers from the mainstage panels and creates space to brainstorm ideas and explore growth opportunities for Independent OOH media companies. ‍Roundtable Discussion #1: Audience Measurement ‍Roundtable Discussion #2: National Sales ‍Roundtable Discussion #3: Programmatic