Olivia Oshry Named CMO at OAAA, Aiming to Strengthen OOH Advertising Strategies – Thursday, January 8, 2026

Olivia Oshry has been appointed Chief Marketing Officer (CMO) at the Out of Home Advertising Association of America (OAAA), signaling a strategic shift toward strengthening marketing efforts within the out-of-home (OOH) advertising industry. This appointment underscores the OAAA’s commitment to elevating the value and effectiveness of OOH advertising amid a rapidly evolving media landscape.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

Olivia Oshry’s elevation to CMO at the OAAA marks a significant development for the organization, which serves as the leading trade association for the OOH advertising sector. Traditionally focused on advocacy and industry standards, the OAAA is now intensifying its marketing efforts to accelerate growth and broaden the appeal of OOH advertising. Oshry’s leadership is expected to drive initiatives that clearly communicate the unique benefits of OOH, particularly its ability to engage audiences in high-traffic environments and its seamless integration with emerging digital technologies.

This strategic pivot comes as the OOH industry undergoes profound transformation, fueled by advancements in digital signage, programmatic advertising, and data analytics. The OAAA’s renewed marketing focus aims to position the organization as a catalyst for innovation, helping members navigate a complex ecosystem that includes DOOH networks and ad-tech platforms. By amplifying the industry’s value proposition, Oshry’s role is poised to enhance awareness, adoption, and collaboration across the OOH landscape.

Moreover, this move reflects a broader industry trend where trade bodies and market leaders recognize the necessity of robust marketing strategies to maintain relevance amid intensifying competition. As OOH advertising increasingly intersects with digital media, the OAAA’s enhanced marketing leadership will be critical in articulating its distinct advantages and fostering sustainable growth.

Why now?

The timing of Oshry’s appointment coincides with a pivotal phase of digital integration and data-driven innovation within the OOH sector. Over the past 6 to 18 months, the industry has accelerated its adoption of programmatic buying, audience measurement technologies, and dynamic content delivery. These shifts demand a more sophisticated marketing approach to effectively communicate OOH’s evolving capabilities in a digital-first advertising environment. As competition intensifies from both traditional and digital channels, the OAAA’s decision to strengthen its marketing leadership is essential to sustaining momentum and driving industry-wide growth.

So what?

Oshry’s role as CMO is expected to inject fresh perspectives and strategic direction that will elevate the visibility and appeal of OOH advertising. For the industry, this could translate into more innovative marketing campaigns and strategic partnerships that leverage the convergence of digital signage and ad-tech solutions. The OAAA’s enhanced marketing focus also promises to bolster advocacy efforts, ensuring OOH remains a vital and competitive component of the broader advertising ecosystem.

What this means for you:

• For DOOH network operators: Anticipate increased opportunities for collaboration and campaigns that highlight digital integration and audience engagement strategies.
• For ad-tech platform leaders: Consider aligning your technologies with OAAA’s marketing initiatives to strengthen your value proposition and market reach.
• For display technology decision-makers: Evaluate how the heightened marketing emphasis may influence product innovation and development priorities.

Quick Hits

• Impact / Risk: Oshry’s appointment could boost industry visibility and accelerate adoption of OOH advertising, while potentially intensifying competition among digital signage providers.
• Operational Implication: Organizations may need to recalibrate their marketing strategies to align with OAAA’s initiatives and capitalize on emerging opportunities.
• Action This Week: Review your current marketing approach to ensure it reflects evolving industry trends and explore potential collaboration opportunities with the OAAA.