Shenzhen, China — March 2026
More than 60 industry leaders from 11 countries across Asia gathered in Shenzhen this March for the OOH Regional Seminar Shenzhen 2026, a regional forum focused on strengthening collaboration on audience measurement, data governance, and industry alignment across Asia’s Out-of-Home (OOH) sector.
The three-day seminar, organized by the Asia Initiative Organizing Committee in association with the World Out of Home Organization (WOO), took place from March 5–7, 2026, bringing together media owners, agencies, technology providers, and industry associations from across the region.
The programme began with the Asia Associations Meeting on March 5, followed by the main seminar and workshops on March 6, and concluded with a visit to the ISLE exhibition in Shenzhen, one of Asia’s leading platforms for LED and digital display innovation.
The seminar was led by the Asia Initiative organizing team, including Daewon Kim, Angie Cutter, Ichiro Jinnai, Agung Prihambodo, and Rebecca Chang.
Participants represented the full spectrum of the regional OOH ecosystem, including media owners, media agencies, national industry associations, and technology solution providers.
“Collaboration and open dialogue are essential for moving our industry forward and developing best practices. I would like to sincerely thank Daewon Kim, Ichiro Jinnai, Angie Cutter, Rebecca Chang, local organizing partner Kevin Wu, and the Asia Initiative organizing committee for bringing this seminar together.
I’m confident it will generate valuable ideas and mark the beginning of many similar initiatives, with Asia setting a strong example for other regions,”
said Tom Goddard, President of the World Out of Home Organization.
The event also received strong support from local OOH media owners across Shenzhen. As one of the city’s leading media owners, Oriental Sunrise promoted the seminar across several of its landmark LED screens. In addition, Absen, a global leader in LED display technology, extended the event’s visibility through its network of media partners across the city.
Together, these large-format digital displays across key urban locations helped amplify awareness of the seminar, effectively turning Shenzhen’s skyline into a showcase for the regional OOH industry gathering.
Industry Insights Across the OOH Ecosystem
The seminar opened with an overview of the Asia Initiative’s vision for regional collaboration and industry alignment, followed by presentations offering perspectives from across the OOH value chain.
Jim Liu of BNR Communication presented an update on the China OOH market, while Ben Milne of billups shared insights into the broader Asia OOH landscape.
From the advertiser and agency perspective, Nelson Tsai of WPP Media Hong Kong and Angie Cutter of billups highlighted the growing importance of audience measurement in enabling advertisers to evaluate OOH performance and investment more effectively.
A highlight of the programme was the session “The Journey of Audience Measurement in Asia: How It Started – Where We Are – What’s Next,” presented by Ichiro Jinnai of Perion Japan and Daewon James Kim of PODO Media. The session explored the evolution of measurement frameworks across the region and outlined potential pathways for deeper regional collaboration.
Further discussions examined how media owners are building their own data capabilities, with insights shared by Michele Low Richards of Stellar Ace and Richard Petignaud of Bravo Media.
The seminar also featured closed-door workshops and roundtable discussions, where delegates exchanged perspectives on the current state of audience measurement and automation across Asian markets.
For markets that have not yet implemented Audience Measurement systems, the discussions and shared experiences provided encouragement and confidence that such initiatives can be developed through regional collaboration and knowledge exchange.
Participants noted that while each Asian market faces different conditions, many of the industry’s challenges are shared. The open exchange of perspectives strengthened mutual understanding and moved the regional industry one step closer to deeper cooperation.
Equally important was the opportunity to identify and connect with a new generation of young OOH professionals across Asia, reflecting the growing momentum and future potential of the region’s OOH industry.
The day concluded with group feedback sessions and key takeaways, followed by a presentation on sustainability in digital OOH by Doris Lee of Absen, before closing remarks and a networking dinner.
Building Momentum for Global Industry Collaboration
The OOH Regional Seminar Shenzhen 2026 marks an important milestone for the Asia Initiative and highlights Asia-Pacific’s growing role in shaping the future of the global OOH industry.
Insights and outcomes from the seminar will contribute to ongoing discussions within the World Out of Home Organization and inform future regional initiatives and broader global industry collaboration.
The organizers would like to extend their sincere appreciation to the event sponsors for their generous support in making the seminar possible — Absen, Platinum Sponsor and Technical Supporter; and Starvision, AllUnite, Korea OOH Association, and Bigstar, Event Sponsors.
Special thanks to the WOO Italy team Giangi, Sofia, and Anna for their excellent work behind the scenes and on site.
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