#OAC 2026: When OOH meets data to deliver the ‘X’ factor

“The fundamental strengths of OOH do not change because they are delivered digitally, they are in fact augmented,” said Neil Eddleston, Founder and Director of Runor Data Consulting, while setting a broad context for his presentation on the theme, ‘Big Data X’plainer: There’s Data & There’s The Data’ at OAC 2026.    

Taking off from the overarching theme of OAC 2026: ‘Do the X’ where ‘X’ represents intersection, Neil drew on the points of intersection for OOH to grow and augment its strengths. “For augmentation to happen, we have to change,” he emphasized, reminding the OOH eco-system to embrace the changes unfolding across the media buying space. But before elaborating on the roadmap for change by navigating through all the points of intersection, he called attention to the key strengths of OOH: it helps build fame and trust for a brand. While this has helped the medium gain its edge, Neil highlighted the need to move beyond awareness creation and brand building for OOH to really take the next leap, especially given the Digital dominance today. As he pointed out, it is time to speak the digital language.   

His point was accentuated when seen against the light of some clear numbers:  

Source: Neil Eddleston 

What really stands out from the above numbers is that the growth in DOOH is not just about putting up more screens, but about creating the right infrastructure, platform, and the right data to sell it, and also the need for OOH to intersect with a new way of doing things, an approach that is flexible and adaptable.    

Neil also reinforced the irony of today’s times – While people are attached to their screens, and the digital medium is on the fast lane, with DOOH growing, the experience economy is also booming. “78% of millennials prefer to spend their money on real world experiences,” he said, diving into the next point of intersection – “Less URL and more IRL (in real life)”as he put it and this according to him is an opportunity for OOH to make a difference.     

Neil then took the audience through all the points of intersection for OOH to evolve: from agentic systems and audience measurement to finally leveraging right data- deep-diving into the crux of his presentation. Taking the audience through different use cases of data models, methodologies and measurement, he highlighted how the right use of data could deliver the ROI. ‘OOH data availability with outcomes based approach’ as he called it, which is the key to unlocking more value. He also drew on the online model of using publisher data and called on the OOH eco-system to follow a similar model.  

Neil also talked about improving creativity with AI driven data models for better OOH outcomes and about measuring these outcomes with improved metrics. Neil summed up his presentation with the last angle of intersection for change: independent verification, which he said would really be the key differentiator for real business impact. His contention was clear: In every other media channel verification is the standard, so why should OOH be any different? Digital buyers are entering the DOOH space; what do you think they prefer? Brands are increasingly making it a mandatory requirement; what do you think will happen if we ignore this need?” And with that Neil gave the audience a lot to think about, finally leaving them with this interesting thought: What will you be talking about soon if you are not now?