• by Barbie Romero , Yesterday

At our OOH Summit in Nashville, leaders from Dentsu, SHEIN, Cayman Islands Department of Tourism, INNOCEAN, NPRP Media shared insights on driving attention, weather-triggered DOOH, experiential activations, and socially driven OOH campaigns.

Catch the best moments from the on-stage discussions below. 

Watch the full session recordings here.

Martin Porter, EVP, Head of OOH, dentsu, highlighted that although consumers are exposed to more than 10,000 ads each day, they can only process around 80–100 of them, making creativity essential for brands competing for consumer attention.

Jennifer Brown, Head of U.S. Influencer Marketing and Talent Partnerships, SHEIN, discussed the importance of tailoring KPIs to different event types and leveraging performance measurement across their pop-ups nationwide to evaluate impact.

Rosa Harris, Director of Tourism, Cayman Islands Department of Tourism, highlighted the use of weather-triggered DOOH campaigns to drive travel interest, targeting U.S. audiences during cold weather periods to promote the Cayman Islands as a warm-weather destination.

Jessica Phillips, Group Director, Experiential, INNOCEAN, highlighted surprise-and-delight activations at concerts and Hyundai’s FIFA World Cup Youth Soccer Camp as examples of fostering meaningful consumer engagement.

John Hoover, Senior Vice President, NPRP Media, discussed their Suja campaign in Los Angeles, which paired creative OOH installations such as angel wings made of kale with a sustainability-driven activation that planted trees in response to social engagement.

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.