Costa Rica to bring together global leaders to examine the future
of outdoor visual communication in cities
Costa Rica will be the meeting point for international specialists who will analyze the evolution of Out of Home (OOH) and Digital Out of Home (DOOH), two segments of outdoor visual communication that have expanded their reach beyond traditional advertising formats to become increasingly integrated into the dynamics of cities, technology, mobility and people’s experience in urban spaces. The discussion will take place during ALOOH Day 2026, an international forum co-organized by ALOOH Internacional and Color Visión. The event will be held on July 16 at the Hotel Real InterContinental in San José, and will bring together representatives from different markets to share perspectives on the trends and transformation this industry is undergoing globally.
“The evolution of OOH and DOOH can no longer be analyzed solely from the perspective of advertising spaces. Today there is a much broader conversation about the role these formats play in cities, their integration with technology, mobility and people’s experience in public space,” explained Maximiliano Granzotto, Director of Institutional Relations at ALOOH.
The gathering’s central focus will be to answer the question: “What is happening around the world with OOH and DOOH?” in a context where these formats have evolved significantly across different markets, redefining urban communication and, through this transformation, generating new opportunities for the region. All of this under the premise that “the city speaks, and the industry must learn to listen to it.”
In this regard, Granzotto noted that one of the main challenges for the industry is understanding how outdoor visual communication can add value beyond advertising exposure. This is where the international discussion is increasingly pointing toward solutions that integrate appropriately into the urban environment and respond to the needs of cities and their citizens.
Trends shaping the global conversation in OOH and DOOH
According to the organizers, the day will address topics related to the global situation of OOH and DOOH, the sector’s digital transformation, the integration of new technologies, the role of artificial intelligence (AI), urban mobility, sustainability, regulatory frameworks, and the visual quality of urban environments — as well as the opportunities Latin America faces to advance a modern and strategic vision of outdoor communication.
Experiences developed in different international markets will also be analyzed, along with the way various cities have managed the evolution of these formats within their urban environments. To this end, several international OOH and DOOH experts will share experiences from different markets. Among them is Tom Goddard, from the United Kingdom, President and Executive Chairman of the World Out of Home Organization (WOO), regarded as one of the most influential voices in the industry worldwide.
Also taking part will be Sheldon Silverman, from the United States, CEO of Liquid Marketing, LMI Advisory Group and SmartBomb Media Group; Alejandro Prieto Ortiz, from Colombia, Commercial Vice President of Marketmedios; Guilherme Meyer de Moraes, from Brazil, CEO of VEX and Director of Central de Outdoor; and Bongumusa Emmanuel Makhathini, from South Africa, CEO of Primedia Out-of-Home.
The specialists will share experiences on sector growth, digital transformation, innovation, sustainability, business leadership, development models for the industry, and trends currently shaping the medium’s evolution in different regions of the world.
“The participation of specialists from different regions will make it possible to learn how various markets have approached the transformation of OOH and DOOH — as well as what their lessons have been and what experiences they can contribute to building a Latin American vision of the future of outdoor communication,” Granzotto said.
Among the gathering’s main objectives is to promote reflection on how Latin America can build its own vision of the future of outdoor communication, drawing on international experiences and adapting them to the region’s realities.
ALOOH Day 2026 will take place on Wednesday, July 16, 2026, at the Hotel Real InterContinental in San José, Costa Rica.
The conference will run from 9:00 a.m. to 6:00 p.m., followed by an executive cocktail reception. Organizers expect between 150 and 200 attendees. Tickets and registration information are available at http://www.aloohday.com.
The event is aimed at industry representatives, agencies, advertisers, operators, institutions and other stakeholders involved in the development of outdoor communication, with the purpose of exchanging knowledge and generating new perspectives on the challenges facing the sector.
“OOH must be understood today as an ecosystem capable of connecting people, messages, places, urban design, technology and shared experiences. Outdoor visual communication has to generate value for citizens, integrate with quality into the urban environment, and move toward sustainable solutions that respond to the needs of the cities of the future,” concluded ALOOH’s Director of Institutional Relations.
OOH ranges from billboards and street furniture to digital screens, signage and special formats that form part of the visual infrastructure of contemporary cities. Today, its development is increasingly linked to aspects such as urban mobility, architecture, technological innovation, sustainability and new forms of interaction among brands, institutions and citizens.
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