OOH specialist for cities Fred Kuhlman to address OAC 2026

As cities become smarter, denser, and more connected, the role of OOH advertising is expanding far beyond media visibility. Today, urban furniture, transit infrastructure, public spaces, and digital networks are increasingly becoming part of the way cities communicate, engage, and express their identity. For the OOH industry, this presents an important question: how can advertising contribute to the urban experience while delivering value to citizens, brands, and city authorities alike? 

Bringing a unique global perspective on this evolving relationship between cities and media, Fred Kuhlman, Co-Founder of Nationaal Adviesbureau Buitenreclame (NABB), will take the stage at the 20th edition of the Out of Home Advertising Convention (OAC) 2026. His session, titled “Urban ‘X’pressions: OOH at the Intersection of Cityscape & Story Telling,” will explore how outdoor media can become an integral part of the urban environment rather than merely occupying space within it. 

With more than 25 years of experience in the OOH industry, Fred has worked across media ownership, urban media planning, public policy, concession management, and city development. After serving as Managing Director of Viacom Outdoor Netherlands, he co-founded NABB in 2004, establishing one of the region’s leading consultancies focused on outdoor advertising strategy for cities and public authorities. 

Over the past two decades, Fred has advised municipalities, transport authorities, and government bodies across the Netherlands and Belgium on OOH tenders, concession frameworks, and urban media strategies. His work has helped cities unlock greater public value through sustainable advertising models, smarter procurement practices, energy-efficient infrastructure, and future-ready public space planning. 

In addition to his role at NABB, Fred is also a Partner at OOH Capital, an international consultancy that advises cities, transport authorities, media owners, investors, and public stakeholders on commercial development and urban media strategy across global markets. 

At a time when Indian cities are investing heavily in smart infrastructure, mobility networks, and public space transformation, Fred’s session is expected to provide valuable insights into how OOH can contribute to both city-making and storytelling. His experience working at the intersection of governance, urban development, and advertising offers a perspective rarely discussed within traditional media conversations. 

OAC 2026, the landmark 20th edition of the convention, will bring together industry leaders, marketers, media owners, agencies, technology providers, and policymakers to explore the future of outdoor advertising and the opportunities shaping the next chapter of the medium.