Doohers and Shakers: Anna Bager

This month, the next guest in our long-form interview series - Doohers and Shakers - is Anna Bager, President & CEO of the Out of Home Advertising Association of America (OAAA). Since 2019, Anna has led the OOH industry's transformation into one of the most exciting media platforms for brands today, championing tech innovation, ease of buying and integration with other mediums. Before OAAA, she spent eight years as Executive Vice President at the Interactive Advertising Bureau (IAB), where she led digital, mobile, video, audio and data initiatives. A media and technology veteran throughout her career, Anna previously led business intelligence at Ericsson Multimedia and research at Ericsson's enterprise consulting unit. We hope you enjoy the read!

Prior to your role at the OAAA, you held a leadership position at the trade association IAB and also have a background in telecoms, having led strategy and business intelligence at Ericsson. What drove your decision to shift your focus to the OOH industry, and what lessons have you applied from your previous experience?

I've always been drawn to industries undergoing transformation. At Ericsson, I saw how technology reshaped the way people connect. At the IAB, I had the opportunity to help guide digital advertising through a period of rapid innovation. OOH felt like the next great evolution. It combines the permanence and trust of a traditional medium with the data, measurement, and automation that modern marketers expect.

One lesson I've carried throughout my career is that innovation succeeds when an industry works together. Standards, education, and collaboration don't slow progress; they accelerate it. That's something we've prioritized at the OAAA as the industry continues to modernize.

What is the single most rewarding aspect of your role as CEO of the OAAA?

Helping bring the industry together around a shared vision. OOH is incredibly diverse, from local operators to global media companies, technology providers, agencies, and brands.

My role is to help align those perspectives around what will move the industry forward. It's especially rewarding to see how much momentum OOH has built over the past several years. There's a real sense that we're shaping the future of the medium together.

From your vantage point, where do you see the greatest opportunity for collaboration among competitors in the OOH industry? How can this cooperation lead to a stronger position against other media channels?

The biggest opportunity is continuing to simplify how brands buy, measure, and understand OOH. No single company can accomplish that alone. Industry-wide collaboration around standards, measurement, creative best practices, and education benefits everyone.

When we remove friction and present a more unified story about OOH's value, we make it easier for marketers to invest with confidence. Competition will always exist, but growing the overall category is something the industry can accomplish together.

You recently launched new positioning from the OAAA - OOH: the human medium. What motivated you to launch it, why this positioning and how is it landing within the industry?

The industry has changed dramatically, but one thing hasn't: OOH reaches real people living real lives. In an increasingly fragmented and AI-driven media environment, there is something uniquely powerful about a message that exists in the physical world and becomes part of a shared public experience.

"The Human Medium" captures that idea. It reflects both the emotional impact of OOH and its ability to connect brands with people in trusted, high-attention environments. The response from the industry has been incredibly encouraging because it resonates with what marketers are increasingly looking for: authentic, memorable connections.

You recently hosted the annual OAAA industry conference - what were the highlights for you?

The energy. Every year I'm reminded how collaborative and forward-looking this industry is. There were thoughtful conversations about AI, retail media, measurement, creativity, and policy, but what stood out most was the willingness of companies across the ecosystem to share ideas and learn from one another. It's a reflection of an industry that's confident in its future and committed to continuing its evolution.

The OOH industry is unique in its physical presence. What are the biggest regulatory and public policy challenges facing the industry today, and how is the OAAA working to navigate them at the local, state, and national levels?

Because OOH exists in public spaces, regulation has always been part of the business. Our priorities include protecting commercial speech, supporting sensible regulations, advancing sustainability, and helping communities understand the value OOH brings to local economies.

The OAAA works closely with members, lawmakers, and industry partners to advocate for policies that support responsible growth while preserving the industry's ability to innovate. It's about finding solutions that benefit businesses, communities, and consumers alike.

Veridooh's signature product is independent verification, guaranteeing an ad plays exactly as booked. From an effectiveness perspective, what is the commercial cost to a brand when a meticulously planned creative lacks verification and is subsequently compromised through missed plays or incorrect execution?

Trust is fundamental to advertising. Marketers need confidence that campaigns are delivered as planned and that the results they're measuring reflect reality.

Independent verification helps create that confidence. It improves accountability, strengthens relationships between buyers and sellers, and ultimately encourages greater investment in the channel. As OOH becomes increasingly data-driven, transparency and verification become even more important.

The OOH industry currently accounts for around 2-3% of total ad spend in the US. What foundational shifts would be required for this figure to grow?

The opportunity isn't simply about taking share from other channels. It's about demonstrating how OOH contributes to the broader marketing mix.

Continued improvements in measurement, attribution, automation, creative flexibility, and integration with omnichannel campaigns will make it even easier for marketers to see OOH's business impact. As more brands recognize OOH as both a brand-building and performance-driving medium, I believe we'll continue to see sustained growth.

What do you see as the biggest trends and technological advancements shaping the future of OOH over the next 5 years?

AI will certainly play a role in planning, optimization, creative development, and measurement, but I think the biggest shift is the continued integration of OOH into omnichannel marketing strategies.

OOH is increasingly connected with retail media, mobile, social, connected TV, and commerce. That creates more opportunities to measure outcomes and deliver coordinated consumer experiences across channels. Technology will continue making OOH easier to buy, optimize, and measure without losing what makes the medium unique.

What important truth about OOH advertising do very few people agree with you on?

I think one misconception is that OOH has to become more like digital to succeed.

Technology has absolutely strengthened our industry, but OOH's greatest advantage is that it isn't another screen competing for attention. It's a shared, real-world experience that people encounter as they move through their daily lives.

The future of OOH isn't about abandoning what has always made it distinctive. It's about combining that enduring human connection with smarter technology and better measurement. That's a powerful combination that few other media channels can offer.