Google, Zillow, FIFA World Cup 26, and the Dallas Cowboys are among the brands joining this year’s OAAA OoH Media Conference, as the industry leans into measurement, AI, retail media, and real-world audience engagement.
Dallas: OAAA’s 2026 Conference Focuses on AI, Retail Media, and Sports
The Out of Home Advertising Association of America (OAAA) has expanded the speaker lineup and released more programming details for its 2026 OoH Media Conference in Dallas, Texas, with sessions centered around AI, measurement, retail media, sports marketing and the growing role of out-of-home in omnichannel campaigns.
Conference Theme: “The Human Medium”
Running May 11-13, under the theme “The Human Medium,” the conference will bring together media owners, agencies, technology firms and brand marketers as OoH continues positioning itself as a measurable, performance-oriented channel rather than simply a branding medium.
Recently announced speakers include executives from Google, Zillow, United Talent Agency, Ipsos and Celsius, alongside sports and entertainment figures tied to FIFA World Cup 26 and the Dallas Cowboys organization.
Google’s Head of AI Strategy amongst Speakers
Among the higher-profile names are Nick Brien, Chief Executive Officer, Outfront Media; Dan Levi, Chief Marketing Officer, Clear Channel Outdoor; Sean Reilly, President & Chief Executive Officer, Lamar Advertising Company; Ranjit Raju, Head of AI Strategy, Media & Entertainment, Google, and Morgan & Morgan founder John Morgan.
Several sessions appear designed to reinforce OoH’s growing integration with retail media networks, audience analytics and programmatic advertising. Other agenda topics include AI-driven campaign planning, attention measurement, mergers and acquisitions, independent media operators and cross-platform brand strategy.
The conference also reflects how closely sports, live entertainment and place-based media are becoming intertwined with digital OoH strategy. Dallas was selected partly because of its role as a FIFA World Cup 26 host city and its concentration of sports and entertainment infrastructure.
OAAA has increasingly positioned the event as a broader marketing and media conference rather than a traditional billboard industry gathering, with this year’s programming emphasizing measurable business outcomes, omnichannel integration and “real-world media” as differentiators in an AI-saturated advertising environment.