Adrian J Cotterill, Editor-in-Chief
DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media today, has published a recap of their highly successful Curated Member Experiences at #CES2025. We publish it in full below…
The multi-day Experience included interactive, private audience fireside chats with leading brands and agencies, Out of Home industry members opening dinner, VIP floor tour that focuses on technologies impacting DOOH, the now popular semi-annual DOOH Cocktail Event and various networking opportunities.
CES is the largest gathering of brands, media, tech, and innovation in the world. The event drew over 140,000 attendees and over 4,500 exhibitors. DPAA makes CES more productive and easier to navigate for members.
The experience kicked off with a spectacular dinner at Spago, overlooking the iconic Bellagio fountains. Sponsored by VIOOH, the dinner featured valuable insights from special guests Quan Media Group and Gemini Crypto. Gemini emphasized their extreme growth of business, and their commitment to DOOH given their appreciation for high-impact ad placements and creative-first approaches.
The next day the venue shifted to the Waldorf Astoria for a session with United Airlines representatives who underscored the importance of agency partnerships in storytelling and engagement optimization. The following days were packed with exclusive brand and agency sessions, beginning with the Global Media Director at Lenovo, who discussed the company’s recent FIFA partnership.
ESPN’s VP of Media Strategy & Planning talked about the role of DOOH in the holistic media mix and the role it plays in driving Marketing results. The sessions continued with the Chief Marketing and Customer Officer at RITE AID and Executive Leader of Thrifty Ice Cream, who shared fascinating statistics about organic marketing and celebrity endorsements.
MGM Resorts International’s VP of Advertising & Social Strategy, provided insights into full-funnel marketing strategies, while Valvoline Inc.’s VP of Marketing, discussed customer journey optimization and data-driven approaches to reaching car owners, working alongside NOVUS Media LLC.
A highlight of the experience was the DPAA Global DOOH Cocktail Party, sponsored by Serve Robotics, which brought together industry leaders for an evening of networking and future-focused discussions. The following day featured an impressive lineup of speakers, including Omnicom Commerce’s CEO and EVP who emphasized the importance of creating seamless consumer experiences through omni channel planning.
Wyndham Hotels & Resorts’ VP of Media & Brand Marketing joined CEO of Havas New York, to discuss their partnership and brand activation strategies. The Las Vegas Aces’ VP of Brand Marketing shared insights about innovative advertising approaches leading into the team’s recent WNBA championships.
Xumo’s VP of Marketing interviewed by The CMO Sidekick highlighted the company’s focus on local market impact and measurement strategies. The sessions concluded with Delta Airlines’ Managing Director of Global Product Marketing who outlined the airline’s community-focused approach to consumer engagement in 2025.
The experience culminated in an exclusive CES expo floor tour led by the CEO at Optimal, providing attendees with firsthand exposure to the latest technological innovations.
DPAA President and CEO Barry Frey said “These member activities at CES allow for the unique, collegial interactivity that we have become known to curate as an organization. I am proud of the intimate and engaging discussions that allow all participants to partake in sharing important learnings to inspire business development”.
This curated experience exemplifies the critical role of such gatherings for DOOH professionals, facilitating direct access to industry leaders, fostering valuable relationships, and providing exclusive insights into emerging trends and strategies. As DOOH continues to evolve and integrate with broader marketing strategies, these focused, high-level interactions become increasingly valuable for industry advancement and innovation.
The success of the DPAA CES Curated Experience demonstrates the organization’s commitment to connecting DOOH professionals with key decision-makers and thought leaders, while highlighting the medium’s growing importance in modern advertising strategies. Such events prove essential for understanding market dynamics, building strategic partnerships, and staying ahead of industry trends.
Follow DailyDOOH