IAB and OMA – Powering Digital Out of Home

Recent Events
Thursday, 30 March 2023
NSW Teachers Federation Conference Centre, Surry Hills

IAB Australia and the Outdoor Media Association (OMA) collaborated to curate Powering DOOH 2023. The one-day conference that was held on 30 March 2023 with presentations on technical and practical content as well as high-level and strategic planning sessions around Programmatic OOH in Australia.

Presentations from the day can be found below

Insert Table





9:00 - 9:30


9:30 -9:40 

Opening Comments

Gai Le Roy, CEO, IAB Australia

9:40 - 10:20 

Evolving programmatic DOOH standards for omni-channel buying

Jonas Jaanimagi, Tech Lead, IAB Australia

Hillary Slattery - Director Programmatic Product - IAB Tech Lab (virtual)

10:20 - 10:50

Measuring a Play: OOH standards and the impression multiplier

Grant Guesdon, MOVE 2.0 Lead, OMA

10:50 - 11:30

Data, Metrics & Measurement

Tara Coverdale, Group Director Data & Insights, oOh!

Cristina Smart, Head of Data Innovation & Audience Insight, JCDecaux Australia

Belinda Cooper, Solutions Consultant, MiQ

Matt Proud, Associate Director Business Development, The Trade Desk 

Moderator: Natalie Stanbury, Director of Research, IAB Australia

11:30 - 12:00

Data and Privacy in Programmatic DOOH

Sarah Waladan, Director of Policy & Regulatory Affairs, IAB Australia

Dan Richardson, Head of Data APAC, Yahoo

12:00 - 12:10

Morning Wrap Up

12:10 - 1:10

Lunch & Registration for Afternoon Attendees


1:10 - 1:15

Afternoon Opening Comments

Ben Allman, Head of Sales ANZ, Broadsign

1:15 - 1:25

OOH, DOOH, prDOOH - An ecosystem overview

Michael Wretham-Brown, Head of Digital & Integrated Planning, Match & Wood

1:25 - 2:10

International Keynote & Fireside

Ben Milne, Global Head of OOH, dentsu International

Fireside interviewer: Emma Hegg, Group Director - Platforms, oOh!media

2:10 - 2:30

Case Study - Tourism Tasmania

Tom Sherson – Paid Media Manager – Tourism Tasmania

Manon Jardin – Account Manager – Starcom Australia

Keren Homan – Senior Platform Strategy Lead – Yahoo

Brad Palmer – National Programmatic Director – JCDecaux Australia

2:30 - 3:00

World of prDOOH

Emma Hegg, Group Director - Platforms, oOh!media

Laura Wall, Head of Programmatic, QMS

Brad Palmer, National Programmatic Director, JCDecaux

Sabarish Chirakkal, Programmatic Director, Val Morgan Outdoor

Moderator: Charles Parry-Okeden, Independent Chairman, OMA and MOVE 

3:00 - 3:10

Case Study - Modibodi

Sebastian Diaz - Senior Media & Partnerships Manager, Bench

3:10 - 3:30

Afternoon Tea

3:30 - 4:00 

Planning Programmatic DOOH

Anthony Sciacca, Head of Marketplace, EssenceMediacom

John Lynch, Head of OOH & Audio Partnerships, OMG

Sally Lawrence, Group Director, Media

Enigma Communication

Moderator:  Laura Wall, Head of Programmatic, QMS

4:00 - 4:20 

Case Studies -

McDonalds FIFA World Cup Campaign &


Rebecca Pirrie, Snr Account Director, Vistar Media

Catriona Oran Barthram, Head of Comms Planning, Maccas at OMD

Sonja Popovic

Snr Marketing Manager, Virtual Gaming World 

4:20 - 4:50

PrDOOH Measurement in the Marketing Mix

Jo-Ann Foo, Senior Director, Analytic Partners

4:50 - 5:00

Closing Comments

Charmaine Moldrich, CEO, OMA

5:00 - 7:00

Drinks, Nibbles & Networking