What Happened at the OAAA’s 2025 OOH Media Conference? OUTFRONT Showed Up Big.

May 27, 2025

We’re back from Boston, where another lively OOH Media Conference just wrapped up. As industry leaders, OUTFRONT of course showed up big for the OAAA’s flagship event. After all, there’s nothing like a little real-world presence!

Here’s a rundown.

2025 OOH Media Conference Keynote

Nick Brien, our Interim CEO, inspired the industry with “New Rules for a New World,” a dynamic presentation that showcased how out of home can drive trust, influence, and relevance for brand marketers in the real world. He highlighted the importance of that presence in the context of the erosion in trust faced by brands and media.

CIO Panel: The Future of Media Investment

Marc Miller, OUTFRONT SVP of National Sales, moderated a fascinating CIO panel focused on the role of OOH in the omnichannel marketing mix. Marc was joined by panelists Carrie Drinkwater, CIO, Carat; Katerina Sudit, Global Chief Media Officer, MRM Media; and Pat LaCroix, EVP, Media & Growth, Barkley OKRP. They talked about the importance of proximity to cultural moments, OOH’s unique permanence in both real life and consumers’ memories, and the power of social OOH.

2025 OAAA Local Media Plan Awards

For the third year in a row, OUTFRONT took the grand prize in the OAAA’s Local Media Plan Awards, winning for our collaboration with Bank of America. Supporting its inaugural sponsorship of the Boston Marathon, “The Human Sponsorship” campaign put the spotlight on charity runners, helping them raise a record-breaking $71.9 million.


Two other OUTFRONT media plans were finalists: Peabody Essex Museum, for its QRad-powered campaign, and Job Today, which made a big impact using subway Liveboards and traditional static transit media.

Panel: Measurement in a Perfect World

Christina Radigan, OUTFRONT SVP and Chief Research Officer, joined industry leaders and OOH measurement and attribution pioneers Accretive and StreetMetrics to discuss the future of measurement in OOH.

The 83ʳᵈ Annual OBIE Awards

A few OUTFRONT clients took home trophies at the Oscars of out of home, the 83ʳᵈ annual OBIE Awards. ABC Entertainment won a Gold OBIE Award in the Custom Installation category (along with Rhubarb, RBM, and FLIX FX) for its jaw-dropping Abbott Elementary 3-D diorama buildout on this billboard in Los Angeles.

 
Two of our advertisers also took Bronze OBIE Awards – Sony Electronics (with SHADOW) for its Olivia Rodrigo NYC Subway takeover and Nike (with Wieden+Kennedy and Billups) for its “Winning Isn’t for Everyone” campaign inspired by the U.S. Olympians of the 2024 Paris Summer Games.

 
Additionally, STUDIOS, our in-house creative agency, and XLabs, our OOH R&D team, were finalists for their work with Laser Derm Med Spa, Miracle Realty, James Earl Jones – A Force, and Aruba Tourism, the latter of which was nominated twice, for both Integrated Multi-Media and Transportation, Travel & Tourism.

Annual CEO Panel: The Leadership Outlook

Finally, the conference closed with its annual CEO panel, where Nick Brien was joined by his counterparts from Lamar and Clear Channel Outdoor, Sean Riley and Scott Wells. The conversation, moderated by Brian Weiser of Madison and Wall, was capped by Nick’s reminder that “we are more relevant, more powerful, and more trusted” because “clicks don’t build brands.”


Jay Fenster, Marketing Manager @ OUTFRONT

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