The Digital Future of OOH: Insights from the 2024 DPAA Summit

DPAA Summit Canada 2024

June 12, 2024 | Scotiabank Theatre, Toronto

The landscape of Digital Out-of-Home (DOOH) advertising is rapidly evolving, and there’s no better testament to its growth and potential than the recent summit held at the Scotiabank Theatre in Toronto. As representatives of an emerging DOOH agency, my colleague and I had the privilege of attending this pivotal event. Here’s a recap of our experience and key takeaways from the summit.

Celebrating Innovation in DOOH

The summit, themed “The Digital Future of OOH,” brought together industry leaders, innovators, and influencers to celebrate and discuss the burgeoning role of digital and programmatic innovations in the omnichannel marketing mix. The lineup of speakers featured prominent figures from some of the most influential companies in the industry:

  • Logan Chambers, Sr. Director of Marketing at PepsiCo Canada, emphasized the power of DOOH in enhancing brand visibility and engagement in public spaces.
  • Barry Frey, President & CEO of DPAA Global, provided a global perspective on the trends and future directions of DOOH.
  • Alan Wen, Vice President at TD Bank, discussed the integration of digital signage in the banking sector and its impact on customer experience.

Key Takeaways from the Speakers

  1. Integration of DOOH with Programmatic Advertising:
  • Debbie Benadiba, CEO of Talon OOH, highlighted the increasing use of data-driven programmatic advertising in DOOH, allowing for more precise targeting and real-time campaign adjustments.
  1. Creative Strategies and Innovations:
  • Adam Bower, VP of Marketing and Creative at Rogers Sports & Media, shared insights on creating impactful and memorable DOOH campaigns that resonate with diverse audiences.
  1. Cross-Industry Applications:
  • Jennifer Vaillancourt, Head of Marketing & Strategy at ALDO Group, discussed the versatility of DOOH in retail marketing and its effectiveness in driving foot traffic and sales.

Networking and Industry Insights

Apart from the enlightening sessions, the summit provided a fantastic networking opportunity. We connected with industry veterans such as François de Gaspé Beaubien, Chairman & CCO of Gym TV | Zoom Media, and Nicolette Leonardis, President & Co-Founder of Vertical Impression, gaining invaluable insights into the future of DOOH and its potential to transform advertising.

Our Vision as Newcomers in DOOH

As newcomers to the DOOH industry, this summit was an eye-opener. The knowledge and connections we gained will undoubtedly shape our approach and strategies moving forward. Our commitment is to leverage the latest in digital and programmatic technologies to create innovative and effective advertising solutions for our clients.


The 2024 summit at Scotiabank Theatre underscored the dynamic and transformative nature of Digital Out-of-Home advertising. With thought leaders and industry pioneers leading the charge, the future of DOOH looks promising. We are excited to be part of this journey, contributing to and learning from the ongoing evolution of digital advertising.

Stay tuned as we continue to explore and expand our capabilities in the DOOH space, bringing innovative solutions to the forefront of the advertising world.

Grow More. Impressions that matter..

Feel free to reach out to us for any collaborations or inquiries about our DOOH services. Together, let’s shape the future of advertising!