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One Week Until the OAAA/Geopath OOH Media Conference

Agenda for May 25

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One Week Until
the OAAA/Geopath OOH Media Conference


Join OAAA/ Geopath and the Out of Home Industry in one week for
the OAAA/Geopath OOH Media Conference! 


Visit Conference sponsors and exhibitors, and join the conversation during the sessions
by leaving your comments in the chat box. We look forward to seeing you there! 

Agenda for May 25

Tuesday, May 25



Marketing Media Ecosystem Outlook- 2021 and Beyond

It’s impossible to “future proof” without understanding what the future may hold. This series of sessions will explore the changing marketing, media and technology landscape, and provide insight on what this means for all industry stakeholders.

Sessions include:

Welcome + CEO Address

Keynote Interview: Carla Hassan, Chief Marketing Officer, Citi
Citi CMO Carla Hassan sits down with OAAA’s Anna Bager for a candid conversation about what it means to connect with consumers during this unique moment in history.

The Leadership Outlook
Chief Executives from the three largest US OOH companies sit down with OAAA CEO Anna Bager to share their perspectives about the current state of the market, as well as predictions for its future.

Disruptive Creativity and the Great Reset
Known as “the mother of Cognitive Experience Design,” Joanna Peña-Bickley is Head of Research & Design, Alexa Devices at Amazon and the Executive Chair of DesignedByUs. Joanna’s multi-disciplinary acumen in design, media and technology makes her a true 21st century renaissance woman. In this inspiring talk, Joanna shares her POV on what it means to build world-changing products and experiences for the connected era.

Big Tech, Big OOH Spotlight: Twitter
Throughout the conference a series of interstitial presentations will showcase why some of the world’s most innovative technology companies lead with OOH for big marketing moments.

Navigating Today’s Media Landscape
Brad Jakeman, Senior Advisor at the Boston Consulting Group, is widely recognized as one of the top marketers in the world, with a career that has spanned fashion, financial services, entertainment, and consumer packaged goods. As a long-time client-side OOH buyer and champion, Brad has key recommendations for the Future Proof audience in this fireside chat with OAAA President & CEO Anna Bager. Hear what’s on modern marketers’ minds, and how OOH can sell itself better in these changing times. 

Betting Big on DOOH
In this interview with Digiday’s Kimeko McCoy, Verizon Media’s Ivan Markman shares his views on how brands can captivate audiences through programmatic digital screens, measurement in the space and how innovations in 5G will drive the future of OOH.

The Local POV
Local advertising expert Corey Elliott of Borrell Associates sits down with OAAA CMO Christina Radigan to discuss Local ad spend projections for 2021 and beyond. They’ll explore what local businesses think of OOH advertising, the pros and cons as related to other media, and the challenges of marketing a local business in 2021.

Dole’s Malnutrition Labels
In this session, Dole’s Global CMO shares how (and why) the brand looked to OOH as the core medium for their recent experiential initiative designed to spark conversation and action around the gaps in nutrition access, affordability, and acceptability. This candid conversation also explores how Dole thinks about marketing, technology, media channels and more. 


Creativity, Content, Commerce
As we emerge from the most accelerated set of global changes around…everything –it’s clear the old rules and playbooks no longer apply. This series of conversations will explore the platforms, stories and experiences that will resonate with today’s consumer.

Sessions include:
Welcome + Framing the Afternoon

Reddit Upvotes OOH
Reddit’s first, long-anticipated “Up the Vote” brand campaign unveiled in 2020, leaned heavily on out of home platforms to encourage people to get active in last year’s presidential election. In this fireside chat,  the architects of this campaign dig into the why + how, and share insights into the impact of this brilliant OOH work that started an ongoing, feedback-loop conversation with voters.

Video + OOH – Creativity Unleashed
Video enables storytelling like no other medium, holding attention much longer, and offering considerable reach and scale across channels. Marrying the power of video with the brand-safe, contextually relevant, one-to-many nature of OOH provides an unprecedented opportunity for advertisers and media owners alike. In this session video and OOH experts dig into the untapped potential of VOOH.

Big Tech, Big OOH Spotlight: Spotify
Throughout the conference a series of interstitial presentations will showcase why some of the world’s most innovative technology companies lead with OOH for big marketing moments.

Cannabis + OOH
The Effectiveness of Outdoor for a Budding Category
Cannabis continues to be a trending topic, with recent legislation passing at the state level in New York, New Jersey, and more. As the legalization of recreational cannabis grows, so too does the role of OOH in strategically reaching consumers while navigating disparate regulations. While a disproportionately large percentage of the cannabis advertising share goes to OOH due to current restrictions, OOH can still remain a powerful and effective channel for these brands, even if this changes. In this session, industry experts explore the current and future state of Cannabis marketing, with a focus on the unique opportunities for OOH.

Bridging the Gap Between Offline and Online Marketing
The ability to understand what is driving consumer interactions in an offline environment will become exponentially more important for brands as the world reopens. Hear from Jim Norton, Chief Revenue Officer, Flowcode and Ryan Morris, BMW on the power of building connected omnichannel experiences at every consumer touch point.

DTC Brand Growth Done Right
Nik Sharma is an investor, advisor, the founder of Sharma Brands and universally known as the “DTC Guy.” Brian Rappaport is a planner, a strategist, the founder of Quan and is known as the “OOH guy that works with a lot of DTC brands.” In this session Brian + Nik discuss successfully scaling DTC brands, what channels work , the importance of creative, and what role OOH plays in the media mix.

If You Can See Her You Can Be Her
A fireside chat with Marisa Seigel, Budweiser & Jeannine Shao Collins, SeeHer
SeeHer works with member companies like AB inBev is working to improve the portrayals of women in advertising and media. Learn about the SeeHer movement and the Gender Equality Measure (GEM®) that brands and agencies are using to measure OOH advertising and improve marketing effectiveness.

Big Tech, Big OOH Spotlight: TikTok
Throughout the conference, a series of interstitial presentations will showcase why some of the world’s most innovative technology companies lead with OOH for big marketing moments.

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