The Out of Home specialist buying model has changed dramatically in recent years with the retreat of the ad holding companies, the increased use of automation in AI-purposed media departments and a new wave of planning and buying independents.
Former Outfront CEO Jeremy Male, now the founder of Male Media LLC, will ask a representative panel of the new independents at WOO 2026 what their role now is in a rapidly changing market and how it is likely to develop. Can they be key drivers of growth going forward?
The specialist panel is: Claudia Damas, CEO Altermark; Billups Global CEO David Krupp, Evolve London, Managing Director Danielle Austin and MEDIAKEYS International, US CEO Andrea MacDonald.
Moderator
Founder, Male Media LLC
Jeremy Male says: "There is no doubt that the OOH industry has changed as a result of the realignment of the ad holding companies, with their access to major global advertisers. There's a huge opportunity for these independents to fill the gap and grow their businesses and the medium further. I’m very much looking forward to a lively discussion at Congress."
Jeremy spent more than three decades shaping the global Out of Home industry, including a decade as CEO of OutFront Media in the United States and earlier as CEO of JCDecaux UK. He now leads Male Media LLC, an advisory practice focused on strategy and investment in the OOH sector.
The Panel
CEO, Altermark | Partner, OOH Capital
A leading voice in Latin American Out of Home, Claudia heads Altermark and OOH Capital, advising operators and brands across the Americas on planning, investment and the strategic deployment of out of home at scale.
Global CEO, Billups
Formerly CEO of Kinetic Worldwide, David now leads Billups globally, building one of the most ambitious of the new wave of independent OOH specialists with a focus on data, technology and end-to-end campaign delivery.
Managing Director, Evolve London
Danielle leads Evolve London, an independent specialist agency built around a data-led approach to OOH planning and buying. She represents the new generation of UK independents stepping into space vacated by the holding company specialists.
CEO, Americas — Mediakeys Intl.
Andrea leads MEDIAKEYS International across the Americas, delivering international OOH and integrated media for brands operating across borders. Her perspective bridges global network thinking with the agility of an independent.
