‘Dream big for OOH’

Amanda Dorenberg, President, Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) was among the distinguished group of international speakers at this year’s Outdoor Advertising Convention 2023. 

Flying across the Atlantic all the way from Toronto, Amanda delivered the keynote address on the topic ‘Connecting the dots of a global OOH ecosystem’. Amanda pointed out the power of OOH and the numerous challenges and opportunities that lie along the way to harness the medium’s full potential. 

She began her presentation with an interesting dissection of the end consumer demographics. In it, she pointed out that Gen Z (born between later 1990s and early 2010s) are the most technologically savvy population and have over $360 billion in disposable income which is an important factor for advertisers to keep in mind while creating their ads. 

Amanda also emphasized the need to utilize OOH in tandem with other media and advocated the use of media mix modelling (MMM) softwares to power and fuel the OOH space. 

She finished her presentation with applause from the enthralled audience and even took a selfie with the audience in the background to cap it off!