DPAA, the global trade marketing association leading the growth and digitisation of out-of-home media, delivered an unparalleled experience at CES 2025. The curated multi-day event connected industry leaders, innovators, and disruptors, offering exclusive insights into the future of Digital Out-of-Home (DOOH) and its intersection with cutting-edge technology.

CES—the world’s largest gathering of brands, media, technology, and innovation—drew over 140,000 attendees and featured over 4,500 exhibitors. DPAA’s carefully structured program provided its members with a streamlined, high-impact experience. It featured private fireside chats with top brands and agencies, a VIP tour spotlighting game-changing technologies for DOOH, and the highly anticipated semi-annual DOOH Cocktail Event.
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The experience started with an exclusive Spago dinner overlooking the iconic Bellagio fountains. Sponsored by VIOOH, the evening featured dynamic discussions with industry trailblazers, including insights from Quan Media Group and Gemini Crypto. Gemini, known for its explosive growth, emphasised its commitment to DOOH, recognising its power in high-impact advertising and creative-first strategies.
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The sessions continued at the Waldorf Astoria, where United Airlines executives explored the power of agency partnerships in enhancing brand storytelling and consumer engagement. Lenovo’s Global Media Director delved into the brand’s FIFA partnership, highlighting the synergy between global sporting events and strategic media placements.
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ESPN’s VP of Media Strategy & Planning underscored DOOH’s integral role in a holistic media mix, driving brand awareness and marketing performance. Meanwhile, RITE AID’s Chief Marketing and Customer Officer, alongside the Executive Leader of Thrifty Ice Cream, shared compelling insights on the power of organic marketing and celebrity endorsements in amplifying brand reach.
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MGM Resorts International’s VP of Advertising & Social Strategy provided an inside look into full-funnel marketing strategies. At the same time, Valvoline Inc.’s VP of Marketing explored data-driven approaches to customer journey optimisation, working alongside NOVUS Media LLC to redefine audience engagement.
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A key highlight was the DPAA Global DOOH Cocktail Party, sponsored by Serve Robotics, where industry leaders gathered for a night of networking and forward-thinking discussions. The momentum continued the next day with an inspiring lineup of speakers, including Omnicom Commerce’s CEO and EVP, who emphasised the critical role of omnichannel planning in crafting seamless consumer experiences.
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Wyndham Hotels & Resorts’ VP of Media & Brand Marketing joined the CEO of Havas New York for a compelling conversation on the evolving landscape of brand marketing in an increasingly digital world.
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James Harrison, Chief Product Officer of BackLite Media attended CES to engage with global leaders, explore groundbreaking innovations, and build transformative partnerships that will shape the future of Digital Out-Of-Home (DOOH) advertising. He left the event feeling more inspired than ever, reinforcing our commitment to pioneering creative collaborations and leveraging emerging technology to enhance impactful brand storytelling. From the futuristic displays of LG Electronics to Panasonic North America's cutting-edge smart technologies, and from TCL’s sleek innovations to Samsung Electronics’s immersive experiences, I witnessed firsthand how the next wave of consumer electronics will transform our daily lives.
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As the industry evolves, one thing remains certain—DOOH is at the heart of the future of media. Here’s to embracing innovation, redefining possibilities, and leading the charge in shaping the next era of Out-of-Home advertising.