The Outdoor Media Association (OMA) and Interactive Advertising Bureau (IAB) Australia are teaming up for the second year to host 'Powering DOOH 2024', a half-day conference on 4 April in Sydney.

The event aims to enhance the planning and purchasing of Digital Out of Home (DOOH) and programmatic campaigns in Australia. This follows the successful inaugural Powering DOOH event in 2023.

The conference will showcase new and emerging Programmatic DOOH standards, measurement techniques, case studies, and more. Topics for the 2024 conference include the release of new local research on buy-side attitudes to Programmatic DOOH, international market comparison on Programmatic DOOH markets, carbon emission measurement and reduction, and the value of the OOH channel in the omnichannel world.

"After the successful first Powering DOOH event in 2023, we are thrilled to be again collaborating with the OMA in 2024 to help bring the industry together to discuss and showcase new and emerging Programmatic DOOH standards, measurement, case studies and more," said Gai Le Roy, CEO of IAB Australia.

CEO of OMA, and MOVE Elizabeth McIntyre highlighted the growing percentage of programmatic spend on DOOH and its integration into quarterly industry revenue reporting starting in 2024. Digital OOH revenue has seen significant growth, reaching 68.5% of total revenue compared to 47.3% in 2017.

IAB and OMA member companies are entitled to two complimentary tickets to the event, with additional tickets available for purchase. Marketers involved in digital out-of-home advertising or exploring investment opportunities can register for two free tickets per organisation, with extra member tickets priced at $125 and non-member tickets at $220.