OMA’s OUTperform 2026: decoding AI and the future of OOH

The Outdoor Media Association (OMA) opened registrations for OUTperform, its 2026 industry conference. The free event takes over W Sydney on 7 May 2026. The agenda challenges attendees to step out of the daily grind and engage with three pressing sector issues: resilience, the reframing of artificial intelligence, and the evolving retail out of home (OOH) landscape.

Strategy and international governance

It’s difficult to discuss resilience without a masterclass in opportunistic victory. Olympic champion skater Steven Bradbury OAM headlines the roster.

He brings his insights on strategy, resilience, and the importance of showing up prepared when opportunity strikes, drawing from his historic 2002 Winter Olympics gold medal win.

Professor Dr. Kai-Marcus Thäsler joins the lineup from Germany to provide an international lens on the future of outdoor media.

As managing director of Germany's FAW and a board member of the World Out of Home Organization, Thäsler unpacks governance. He details how the industry must coordinate its approach to regulatory restrictions.

OMA OUTperform returns for 2026

Creative minds and AI integration

AWARD School Chair and Saatchi & Saatchi Chief Creative Officer Mandie van der Merwe also joins the conference stage.

Expert panels featuring leading brands and top creative minds explore the booming retail OOH sector and the latest developments in AI technology.

The full-day event kicks off at nine in the morning and wraps up at four in the afternoon. The organisation offers free registration, but limits available spots for the day.

OUTperform: 2026 OMA Industry Conference

Where: W Sydney, 31 Wheat Road Sydney, NSW 2000
When: Thursday, 7 May 2026, 9am-4pm
Includes morning tea and lunch.
Registration is FREE. Visit: oma.org.au/conference

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