By Barry Frey, President and CEO of the DPAA

The 2025 Cannes Lions Festival of Creativity proved to be a defining moment for shaping the near and long-term future of Marketing, AI, and, pointedly, the fast-growing global digital out-of-home (DOOH) industry.  As organizations, brands, agencies, tech, press, media networks, creative professionals, and so many others converged on the Croissette for the annual must-attend event, the meetings, discussions, and other gatherings were rich in content, ideation, and business growth opportunities.

It seemed at times like every hotel, beach, and yacht were programmed 24/7 with thought leadership and networking opportunities, with topics from AI to the creator economy (to the impact of AI on the creator economy!) dominating many of the conversations.

But a common thread throughout the week that struck me, not only as the head of the global DOOH trade and marketing association, but also as a many-decades advertising veteran who has lived through the birth and demise of many mediums and trends, is how digitization and innovation are making Out of Home advertising (OOH) quite possibly the most dynamic and exciting sector for brands to exercise their creativity and businesses to generate exceptional ROI.

Naturally, I spent a lot of time at my organization, the DPAA’s, “Cannes Lions Curated Experience, which consisted of two days during which C-suite executives from brands spanning luxury and packaged goods, technology, travel, and media gathered for unprecedented conversations about media and DOOH’s future. This exclusive series of 15 private fireside chats with brand leaders brought together some of the most influential voices in the business, and (presented in partnership with  Multiply Media Group, Madhive, and IRCode) was the highlight of a series of many DPAA activations throughout the week.

Curating Conversations That Matter

Like other events produced by publishers, brands, media companies, and tech platforms, our experience was developed with a specific goal in mind. We built our “DPAA Cannes Experience” to go beyond being just another series of industry panels. We did this by crafting a carefully orchestrated convergence of strategic minds interested in industry advancement along with purposeful connectivity. What we created at Cannes Lions was more than networking—it was strategic alignment. These weren’t presentations or pitches, but rather genuine, impactful conversations between C-suite executives, VPs, and global directors from brands about real challenges, innovative solutions, and the evolving role of DOOH in omnichannel marketing strategies.

 Key Themes That Emerged

Across every conversation, several critical themes emerged that will shape the DOOH industry’s trajectory:

• AI-Powered Personalization: From Verizon’s dynamic creative strategies to Google Android’s seamless consumer experiences, artificial intelligence is transforming how DOOH delivers relevant, contextual messaging.

• Omnichannel Integration: Every brand leader emphasized DOOH’s role not as a standalone channel, but as the strategic bridge that amplifies and extends campaigns across all touchpoints.

• Premium Creative Opportunities: From BOSE’s luxury storytelling to innovative 3D executions, brands are pushing creative boundaries and expecting DOOH to deliver experiences, not just impressions.

• Programmatic Evolution: The sophistication of programmatic DOOH trading continues to mature, with brands demanding and now receiving more precise targeting, measurement, and optimization capabilities.

• Sustainability as a Competitive Advantage: Multiple DPAA guest speakers emphasized DOOH’s environmental efficiency compared to traditional media, with its one-to-many reach and energy efficiencies delivering superior carbon footprint performance.

 A Diverse Tapestry of Industry Insight

Among the many powerhouse conversations, AI and personalization insights were shared by Abhinav Vyas, Digital Marketing Lead at Verizon Wireless, noted that Gen AI will help with content creation — delivering the right message, to the right place, on the right device. OOH is uniquely positioned to be relevant to the moment when the consumer is at their most receptive.  AI will be the great enabler for OOH.

Additionally, Tanya Madan, Director, Global Android Marketing for Google, discussed cutting-edge mobile technology marketing, while Jill Kelly, CEO NA at Assembly, shared her vast expertise on programmatic innovation.

Of course, beyond innovation, top of mind were responsible media practices, eloquently articulated by Jay Altschuler, SVP Global Media at Mastercard, and sustainability, addressed by Agata Frank, Global Category Manager Media at Beiersdorf and Stephanie Helen Scheller, Managing Partner Sustainable Solutions at Omnicom Media Group. Frank noted, that sustainability is no longer abstract, it’s now here, and consumers think of this when at the store shelf.

As important as these overarching topics are, there is nothing more valuable than hearing examples from the brands themselves. Most major categories use DOOH in different, interesting ways, from luxury, as discussed by Marriott’s George Hammer and BOSE’s Jim Mollica, whose titles are aptly Global Head of Luxury Marketing and CMO & President of Luxury, respectively – to travel (with Brittany Claus, Director Advertising Strategy at United Airlines) and food (from Rob Edwards, Head of Media & Digital at Arla Foods). Additionally, Nidhi Gupta, VP Growth Marketing at Etsy, who shared that the DPAA is a vibrant community (family).

Data also played an important role during the two days with DPAA, and throughout Cannes Lions. When talking about data-driven effectiveness metrics, Kate Clough, Global Media Director at Lenovo and Andrea Montano, EVP Insights and Connections at Assembly, noted that Lenovo is looking at the future, building the brand, and reaching consumers earlier, before they are looking to buy a PC. Finally, during her conversation, Kate Scott-Dawkins, Global President Business Intelligence at WPP Media shared advertising forecast intelligence, including that global growth this year for all advertising is 6%.

These private fireside chats refreshingly encouraged vulnerability, strategic thinking, and collaborative problem-solving that large-scale presentations simply cannot achieve.

 Beyond the Sessions: Premium Networking That Delivers

The true magic of any successful event lies in how well it extends beyond the scheduled conversations. At events, including Cannes, CES, POSSIBLE, and DPAA, DPAA continually creates environments where meaningful connections flourish organically. At this year’s DPAA Cannes Experience, brand marketers discovered new agency partners, technology innovators connected with implementation experts, and media owners gained direct access to decision-makers who shape multi-million-dollar media budgets. As much as we have grown accustomed to conducting pitch meetings and business deals over Zoom, nothing beats real-life experiences and human connection.

This explains why Cannes Lions, POSSIBLE, CES and other events are permanent and regular parts of my annual travels. (Coming off a run during which I’ve racked up more frequent flier miles than any other time of year, all I have to say is: Who needs sleep?) Being together in person is where the real magic happens! And DPAA connects! It’s why I’ve always believed that facilitating introductions and networking is much more than a value-add or a bonus to an event; it’s the whole point.

As one of my members told me this week, they came to Cannes Lions because we have “created an ecosystem where strategic partnerships could develop naturally around shared challenges and opportunities.” Added one CMO I met with in Cannes, “This is how industry advancement happens … Not through one-way presentations, but through collaborative conversations where we can openly discuss challenges, share solutions, and build the strategies that will drive our industry forward.”

Looking Forward

The trick of course, is how to best carry the conversations had at a Festival like Cannes Lions forward and not let a valuable introduction or discussion die on the vine. DPAA’s mission is to be a strategic catalyst that brings together diverse perspectives to drive meaningful industry evolution. The connections made, insights shared, and relationships forged are only as beneficial as what you do next. Whether that’s in a follow-up meeting back in your market, an email about a brilliant idea you wish you shared in person but thought up on the flight home, or at another event – hey I’m in marketing, so I’d be remiss if I didn’t suggest the DPAA’s Global Video Everywhere Summit on October 14, 2025, in New York! – As each year’s largest one-day media and marketing event, it is essential to be a consistent, engaged part of these strategic discussions so you can positively impact the future of your business.

I look forward to seeing you at our Global Video Everywhere Summit and other events before the 2026 Cannes Lions!

Barry Frey is President and CEO of the DPAA – the global trade marketing organization. For more information, visit www.dpaaglobal.com.