At the beginning of May, we immersed ourselves in vibrant discussions at the 2025 OOH MediaCon. Industry leaders gathered to explore the current landscape and future trajectory of Out-of-Home advertising. The atmosphere was charged with bold ideas and refreshingly candid conversations, all unified by this year’s compelling theme: “The Power of Presence.”
While the conference covered a broad spectrum of topics, two key themes resonated most strongly with us:
- Measurement continues to be the industry’s most significant challenge.
- “Presence” in OOH extends beyond impactful ad placements to include active industry engagement for client success.
Asking the Right Questions, Together
One of our biggest takeaways from MediaCon was a reassuring validation: Harmelin Media’s approach to OOH strategy, tools, and technology is precisely where it needs to be. The critical questions we’re asking about impression delivery, attribution, and measurement methodology are, it turns out, the very same questions top of mind for industry leaders across the board.
A resounding theme echoing through every corner of MediaCon was the persistent challenge of measurement in Out-of-Home. This topic consistently surfaced in lively panel discussions and informal hallway chats alike, highlighted as a crucial area needing immediate attention. There’s a clear disconnect between various data sources and inconsistent methodologies, meaning a “one-size-fits-all” solution for cross-channel reporting isn’t quite here yet.
The good news? This isn’t an ignored issue. Vendors, tech partners, agencies like ours, and advertisers are all actively rolling up their sleeves to find solutions collaboratively. This strong spirit of cooperation signals a genuine turning point — a collective commitment to bring greater clarity and accountability to the OOH space.
While the exact path forward isn’t perfectly clear, the collective dedication and brainpower focused on measurement offer immense optimism. We’re proud to say that Harmelin isn’t just observing; we’re actively engaged in these crucial discussions with our partners, ensuring our clients’ needs are front and center, and playing a vital role in shaping the future of OOH measurement.
The Power of Presence: More Than Just a Billboard
This year’s conference theme, “The Power of Presence,” resonated deeply with our philosophy. While it certainly refers to strategically placing billboards and other OOH formats for maximum impact, for us, it also underscored something more profound: being present as an agency within the OOH ecosystem. It’s about cultivating genuine relationships, collaborating with leading partners, and actively participating in conversations that truly shape the industry.
Let’s be honest, strong relationships have always been a cornerstone of the OOH world. And while technology and automation have significantly transformed how we plan and buy media, those personal connections still make a tangible difference. Attending MediaCon provided invaluable opportunities to reconnect with key vendors, forge relationships with innovative new tech partners, and engage directly with the individuals driving advancements in this space.
Showing up truly matters. It ensures we remain plugged into current trends, gives us a voice in the industry direction, and helps us uncover new opportunities for our clients well before they become mainstream. Being present doesn’t just keep us ahead of industry trends; it ensures we’re in the room where decisions are made and solutions are built, directly benefiting the campaigns we execute.
Why This Matters to You, Our Clients and Partners
At Harmelin Media, everything we do is built upon three core pillars: Strategy, Solutions, and Success. MediaCon 2025 vividly brought these pillars to life, especially when considering the rapidly evolving world of OOH.
- Strategy: Staying Ahead of the Curve (So Our Clients Are Too!) We’re continually leveraging the smartest tools, technology, and tactics available. By actively participating in these crucial industry conversations, we ensure our clients’ campaigns are not only current, but also future-ready and optimized for emerging opportunities.
- Solutions: Tackling Challenges and Finding New Wins Together. Whether it’s diving headfirst into the complex OOH measurement puzzle or uncovering exciting new media opportunities through our extensive industry connections, we’re not just discussing problems — we’re actively building solutions. We collaborate with the best in the business, always with our clients’ goals at the forefront. We’re in the trenches, finding innovative ways to make OOH work even harder for your business.
- Success: Better Campaigns, Measurable Results You Can Trust! Ultimately, all of this dedication translates directly into smarter, more effective, and more measurable campaigns for our clients. By staying connected, showing up, and remaining deeply involved, we ensure you gain access to the latest insights, cutting edge tools, and proven strategies that drive tangible, real-world results.
MediaCon 2025 was a powerful reminder: no matter how much technology and media strategies evolve, presence — both within your campaigns and within the industry — is still one of our most potent assets. Harmelin Media is proud to be at the forefront of these conversations, to advocate fiercely for our clients, and to help shape what’s next for Out-of-Home advertising.
For more information, visit harmelin.com, or connect with us on LinkedIn or Facebook.
