The future of digital out-of-home found its voice at CES 2026
Opinion
The CEO of the Digital Place Based Advertising Association reports on a week in Las Vegas, navigating the potential for DOOH in an increasingly AI-driven landscape.
Earlier this month, as 140,000+ attendees navigated the sprawling 13 venues of CES 2026, marvelling at advanced humanoid robots, next-generation autonomous vehicles, and groundbreaking AI applications, a carefully curated group of media and advertising leaders gathered for something different – intimate conversations about what these innovations actually mean for the future of brand engagement in physical spaces.
The DPAA|CES Curated Experience proved that sometimes the most valuable insights don’t come from the show floor, but from the connections made above it – quite literally, in our case, as we convened atop the Waldorf Astoria with panoramic views of the Las Vegas Strip.
Beyond the spectacle: Real conversations about real implementation
CES 2026 showcased remarkable technological convergence. AMD outlined how AI is moving from cloud-only functions to embedded capabilities at the edge. Siemens demonstrated industrial AI tools and digital twins that could revolutionise everything from factory operations to new drug compound discoveries. The emphasis on software-defined, AI-driven approaches, from concept to deployment, was evident everywhere.
But for those of us in the business of advancing the digitisation, innovation and growth of OOH, the critical question wasn’t just “what’s possible?” but “what’s practical, scalable, and meaningful for brands connecting with consumers in the physical world?”
This is where DPAA’s invite-only private sessions became invaluable. In a conference environment often dominated by large-scale presentations and crowded exhibition halls, we created space for candid dialogue with the executives who are actually making decisions about media investment and brand strategy.
The power of curated conversation
Our speaker roster read like a who’s who of brand leadership: CMOs and global media leads from MGM Resorts, Zoom Video Communications, “X”, Google Android, Gold’s Gym, Mastercard, Valvoline, Beazer Homes, and others.
These weren’t panels with predetermined talking points. They were fireside chats where CMOs and marketing leaders could speak candidly about their challenges, their victories, and, yes, their evolving relationship with digital out-of-home media in an increasingly AI-driven landscape.
The intimate setting – deliberately limited to select attendees – fostered discussions that simply don’t happen in larger forums. When a Fortune 500 CMO can speak freely about budget allocation challenges or share unfiltered views on emerging technologies, everyone benefits.
The networking between sessions was equally powerful, with conversations continuing long after formal programming ended.
DOOH at the intersection of innovation
What became clear throughout our week in Las Vegas is that digital out-of-home sits at a fascinating intersection of the technologies dominating CES.
As AI moves to edge computing, as mobility solutions evolve, and as digital health monitoring becomes ubiquitous, DOOH becomes the connective tissue that brings these innovations into public spaces where brands meet consumers.
Our exclusive CES Showroom Floor tour, expertly guided by Domenic Venuto of Horizon Media, wasn’t just about seeing the latest screens or display technologies. It was about understanding how autonomous vehicles will interact with roadside digital displays, how AI-powered cameras can deliver privacy-compliant audience measurement, and how the industrial IoT concepts Siemens showcased could transform retail environments.
Creating competitive advantage through connection
The DPAA|CES Curated Experience wasn’t designed for everyone – and that was precisely the point. We created moments of genuine connection among those ready to share insights and ignite the future of DOOH.
From our Welcome Dinner at PRIME Steakhouse overlooking the Bellagio Fountains to our DOOH Cocktail Event in partnership with OUTFRONT Media, high above the Las Vegas Strip, every touchpoint was designed to facilitate meaningful dialogue.
Amanda Newell from Adapt Media captured the essence of what we achieved: “DPAA presented a flawless experience and I so enjoyed listening to the eclectic range of clients speak of their experiences with DOOH. Monday night’s dinner was in a stunning setting.”
The business impact was immediate and tangible. As Marc Kidd from Captivate observed:
“The CES DPAA experience was great and, as always, will lead to new and more business for the members who attended.”
While CTA’s State of the Industry address emphasised sustainability, supply chains, and workforce development – all critical issues – our focus remained laser-sharp: how does digital place-based advertising evolve to meet brands where they’re going, not just where they’ve been?
The executives who joined us now have insights their competitors lack. They’ve built relationships that will inform strategy throughout 2026. They’ve heard directly from their peers about what’s working, what’s not, and what’s next.
Looking Ahead
As CES 2026 demonstrated, we’re moving from an era of technological possibility to one of practical implementation. For digital out-of-home, this means our medium isn’t just keeping pace with innovation – it’s becoming central to how brands activate in an omnichannel world.
Those who experienced the DPAA|CES Curated Experience understand this shift more deeply. They’ve moved beyond the “what” to focus on the “how” and “why.” And in an industry where competitive advantage increasingly comes from connection and insight rather than just information, that makes all the difference.
For those who missed this year’s experience, the question isn’t whether you can afford to join us next year – it’s whether you can afford not to.
Barry Frey is president & CEO at DPAA Global