We’re living in an “innovation economy,” according to Barry Frey, CEO of the Digital Place-based Advertising Association which held its annual gathering in New York earlier this week. 

In his pep talk kicking off the event, Frey asserted that much of the innovation that is driving advertising is led by digital out of home advertising.  

“What is innovation?” Frey asked, rhetorically. “It’s certainly beautiful 3D DOOH displays.” And it’s much more, he declared, rattling off examples like screen technology, quick response codes, augmented and virtual reality. “It’s out of phone and of course all of this is digital out of home!” he exclaimed. “Digital out of home is the launch pad for innovation.” 

He touched on retail media as well noting that 85% of purchases are still made in physical stores. “Where others are talking about ecommerce, DPAA members are innovating and reaching consumers on the path to purchase and at the point of purchase all in our phyical world!”  

He cited research showing that 87% of consumers “are accepting or feel positivity about ads appearing inside retail establishments. And this is a huge opportunity for brand advertising in addition to lower funnel promotional revenues.” 

Zoom Media CEO Francois de Gaspe Beaubien predicted that “DOOH will not just be the driver of OOH but shall be embraced by overall video budget where we belong. It shall be progressive but notable next year.”  

DOOH, he added, “is a solution to the decline of linear TV.” 

He also predicted consolidation within the DOOH industry “that will hit an apogee in 2026.” 

The conference attracted over 1,000 attendees according to the organization. Leaders from General Motors, Colgate, Danone, Mastercard and others spoke at the event.