Conference highlights resilience, retail & reframing AI

The Outdoor Media Association (OMA) yesterday hosted OUTperform, the 2026 OMA Industry Conference, bringing together out of home leaders to explore the year’s defining themes of resilience, retail out of home, and reframing AI.

Central to the day was an update on MOVE, the industry’s audience measurement platform. MOVE went live in March and is already operating at scale. In its first eight weeks, MOVE achieved 100% onboarding across 40 media owners, with 125 active media agencies and SSPs using the platform.

Olympic gold medallist Steven Bradbury OAM opened the conference with a keynote on resilience, sharing his story of persistence and the journey that led to his historic 2002 Winter Olympics speed skating win.

Delegates also heard a global perspective on regulation from World Out of Home Organisation Board Member Professor Dr Kai‑Marcus Thasler and a creative discussion led by AWARD Chair and Saatchi & Saatchi Chief Creative Officer Mandie van der Merwe. The program then shifted to the future, exploring how AI is reshaping creativity and capability across the industry.

The day also included a first look at OUTThere, OMA’s new video series that puts senior creative leaders in cars to tour and discuss standout Out of Home executions.

Of the conference, Elizabeth McIntyre said: “OUTperform is about what happens when our industry moves as one, delivering trusted, unmissable public media, measurable through MOVE, and powered by world-class creativity.

“Our conference program captured the momentum we’ve built together, from creative innovation to thoughtful conversations about regulation and AI. We’re also excited to share a first look at OUTThere, our series that unpacks the work that makes Out of Home such an extraordinary canvas.”