OAC
Neil Eddleston, Founder & Director of Runor Data Consulting, to spotlight data that really matters at OAC 2026
Neil, who advises audience measurement bodies, media owners, agencies, industry organisations, and technology providers around the world on the application and interpretation of data, and led JCDecaux OneWorld prior to launching Runor Data Consulting, will speak at the 20th edition of the Out of Home Advertising Convention to be held on July 24-25, 2026, at Grand Hyatt, Goa focused on the theme ‘Do the X!’
As the OOH industry becomes increasingly digital, data-driven, and accountable, one question continues to grow in importance: how do we distinguish meaningful data from mere data points?
Addressing this critical challenge at the 20th edition of the Out of Home Advertising Convention (OAC) will be Neil Eddleston, Founder and Director of Runor Data Consulting. Neil will deliver a session titled “There’s Data & There’s The Data,” exploring the growing role of measurement, audience intelligence, and data interpretation in shaping the future of OOH.
With more than four decades of experience across media, audience measurement, research, and advertising, Neil has been at the forefront of some of the most significant developments in OOH measurement globally.
As Founder and Director of Runor Data Consulting, Neil advises audience measurement bodies, media owners, agencies, industry organisations, and technology providers around the world on the application and interpretation of data. Since establishing the consultancy in 2020, he has worked closely with organisations seeking to build stronger, more reliable measurement frameworks in an increasingly complex media landscape.
Prior to launching Runor, Neil led JCDecaux OneWorld, overseeing international sales, marketing, and research activities across more than 80 countries where the JCDecaux Group operates. During this period, he played a pivotal role in advancing the company’s strategic use of data within the rapidly evolving Digital Out-of-Home ecosystem and was instrumental in the establishment of VIOOH, the programmatic DOOH buying platform.
Neil has also been deeply involved in the development of audience measurement standards across the global OOH industry. As an advisor to several Joint Industry Committees (JICs) worldwide, he contributed significantly to the landmark WFA, EACA, AAAA, and ESOMAR initiative that established Global Guidelines for OOH Measurement. More recently, he partnered with the World Out of Home Organization (WOO) to chair the latest revision of these guidelines, helping shape how the industry approaches measurement and accountability on a global scale.
At a time when the industry is generating more data than ever before, from audience movement and mobility patterns to programmatic transactions and campaign attribution, Neil’s session is expected to offer valuable insights into how businesses can translate data into better decision-making.
As OAC celebrates its landmark 20th edition under the theme “Do the X!”, Neil’s session will bring a global perspective to one of the industry’s most important conversations: understanding not just how much data is available, but which data has the power to drive meaningful outcomes.
Scheduled for July 24-25, 2026, at The Grand Hyatt, Goa, OAC 2026 will bring together leaders from across media, marketing, technology, and advertising to explore the intersections shaping the future of the OOH industry.