Women Love Tech sat down with Anna Bager, one of the most influential women in media and the trailblazing CEO of the Out of Home Advertising Association of America (OAAA). In an industry long dominated by men, Anna has helped reshape the narrative both literally and figuratively. Under her leadership, OOH advertising has undergone a remarkable transformation. In 2024, the industry surpassed $9 billion in revenue for the first time ever. We spoke with Anna about digital innovation, career resilience, and what it takes to lead an industry into the future.
Q: Congratulations on the record-breaking year! $9 billion in OOH revenue is huge. What does this milestone mean for you and the industry?
Anna Bager: The $9.1 billion in OOH revenue for 2024 was truly a historic milestone for us. It represents a 4.5% increase from 2023 and, for the first time ever, our industry has surpassed the $9 billion mark. For me, it’s an incredible validation of the resilience, innovation, and sheer hard work of everyone in OOH. It underscores the undeniable power and continued relevance of out of home as a modern, impactful advertising medium.
For the industry, this signals to the entire media ecosystem that OOH isn’t just back; it’s thriving and growing at an unprecedented pace. It’s a clear indication that we’re a vital and growing component of the media mix, driving tangible results for brands. This achievement also reflects a deeper understanding and adoption of OOH’s unique capabilities, particularly its ability to deliver broad reach, powerful brand building, and, increasingly, highly measurable performance. It’s fantastic to see brands doubling down on our channel.
On Leading Through the Pandemic:
“We pivoted fast. Digital Out-of-Home allowed us to stay relevant, adapt in real-time, and ultimately come back stronger than ever.”
Q: OOH advertising was deeply impacted by the pandemic and remote work. How did you lead the industry through such a challenging time?
Anna Bager: The pandemic presented an unprecedented challenge, given our inherent connection to people being out and about. My leadership during that time was focused on three key areas: communication, advocacy, and innovation. We maintained robust internal communication within OAAA and with our members, sharing insights and fostering a sense of collective purpose. We quickly pivoted our focus, recognizing that even with remote work, people were still moving, just differently; more locally, for essential services, and eventually for leisure and return to office.
While the initial impact was significant, what followed was a remarkable rebound. In fact, the bounce back of OOH advertising has been even bigger than pre-COVID levels. A key driver of this growth has been the flexibility of Digital Out-of-Home (DOOH) advertising. DOOH’s ability to adapt in real-time to changing audience patterns and deliver dynamic, contextually relevant content has allowed advertisers to reconnect with consumers more effectively than ever before. This dynamic capability has positioned OOH not just to recover, but to thrive and lead in the evolving media landscape.
We also intensified our advocacy efforts to ensure policymakers and advertisers understood OOH’s enduring value and its unique role in reaching consumers in real-world environments. It was about reminding everyone that OOH is fundamentally resilient, and that technology would be the key to our strong rebound and future growth.
On OOH’s $9.1 Billion Milestone:
“It’s a validation of the resilience, innovation, and sheer hard work of everyone in OOH… We’re not just back—we’re thriving.”
Q: What role has digital transformation played in this comeback?
Anna Bager: Digital transformation has been absolutely central to our comeback and our sustained growth. It’s not an exaggeration to say it’s been the driving force behind this $9.1 billion milestone! Digital OOH (DOOH) alone accounted for 34% of total OOH ad spend and grew by 7.5% in 2024, which is phenomenal.
DOOH offers incredible flexibility, allowing for dynamic content, real-time updates, and programmatic buying. This has made OOH far more appealing and accessible to a wider range of advertisers, including those who traditionally focused on online channels. We’ve seen significant advancements in areas like data integration, audience targeting, and measurement, making OOH campaigns more sophisticated and accountable than ever before. Programmatic DOOH, in particular, has opened up new avenues for buying and selling inventory, streamlining processes and allowing for greater efficiency and optimization.
We’re also seeing a major shift in how advertisers approach creative. Many are now using AI-powered tools to repurpose content from other channels, reformatting assets specifically for DOOH while keeping messaging consistent across platforms. This kind of creative agility is helping brands get more value from existing campaigns while tailoring them for maximum impact in the physical world. When combined with mobile and other digital integrations, it enables powerful multi-channel strategies that boost both reach and engagement. Digital transformation has truly modernized OOH, turning it into a data-driven, highly targeted, and dynamic medium.
Anna Bager On Being a Woman in a Male-Dominated Field:
“Leadership isn’t about gender—it’s about impact. But I’m proud to be changing what leadership looks like in our industry.”
Q: OOH has traditionally been a very male-dominated space. What’s it been like to lead as a woman in this field?
Anna Bager: Leading as a woman in a historically male-dominated industry like OOH has been a unique and rewarding experience. My path into this leadership role wasn’t typical at all, which probably shaped my perspective quite a bit. I actually came to the U.S. on maternity leave and didn’t work for two years. When I was ready to re-enter the workforce, I joined the Interactive Advertising Bureau (IAB), a pivotal step in my career. I spent nearly a decade there and saw firsthand how powerful trade associations can be in driving change and advancing entire industries.
My guiding principle has always been about leading by example, and it’s been crucial for me to demonstrate that vision and effectiveness transcend gender. In my time at OAAA, our team has always been at least 50% female, and I believe that to truly innovate and represent our diverse membership and audiences, we need a myriad of different perspectives at the table. While the landscape is changing for the better, there’s always more work to be done. I’m proud to be a part of that change and hope my leadership can inspire more women to pursue and thrive in leadership roles within media and tech. It’s about bringing your whole self to the table, unique background and all.
On Digital Transformation:
“DOOH now makes up 34% of total ad spend and is growing fast. With AI, programmatic buying, and mobile integration, we’re redefining what OOH can do.”
Q: What’s one piece of advice you’d give women aspiring to leadership roles in media or tech?
Anna Bager: Based on my own winding path, my strongest advice would be to embrace every twist and turn, and never stop learning. The media and tech landscapes are constantly evolving, so staying updated on trends, new technologies, and consumer behavior is crucial. Don’t be afraid to ask questions, challenge the status quo, and definitely step outside your comfort zone. My journey certainly wasn’t linear, but every experience, even the unexpected ones, contributed to where I am today.
Secondly, build strong networks and actively seek out mentors, both formal and informal. Having a supportive community of peers and experienced leaders who can offer guidance, open doors, and even just share a laugh, is invaluable. And most importantly, trust your instincts and the unique perspective you bring. Women often bring a different and incredibly valuable viewpoint to the table, so have confidence in your ideas and your ability to lead. Your unique journey is your superpower.
Q: With more people returning to office and commuting again, what’s next for OOH in 2025 and beyond?
Anna Bager: The return to office and increased commuting are definitely positive tailwinds for OOH. It reinforces our core strength: reaching people where they live, work, and play in the physical world. Looking ahead to 2025 and beyond, I see several exciting areas of growth and innovation.
Data and measurement will become even more sophisticated. We’ll continue to leverage mobile location data, anonymized consumer insights, and advanced analytics to provide advertisers with an even deeper understanding of campaign performance and audience engagement. Programmatic DOOH will continue its rapid expansion, making OOH even more accessible, flexible, and integrated into omnichannel strategies. We’re already seeing a significant uptick in adoption by tech and direct-to-consumer brands; in 2024, more than 25% of our top 100 OOH spenders were technology or direct-to-consumer brands, including major advertisers like Apple, Amazon, and Verizon. We even had 13 advertisers more than double their OOH investment, like Stripe, Old Navy, Honda, Nike, and Meta. This shows the incredible confidence these innovative brands have in OOH.
Lastly, creativity will be paramount. With more digital capabilities, brands can be incredibly inventive with their OOH campaigns, creating truly immersive and engaging experiences that blend the physical and digital worlds. Think interactive screens, augmented reality, and hyper-localized messaging. OOH will continue to evolve as a powerful, data-driven, and engaging medium that delivers real-world impact.
On Her Legacy:
“Transformation—both for the industry, and for the women I hope to inspire.”
Q: Finally, what legacy do you hope to leave behind?
Anna Bager: I want my legacy to be centered around transformation. When I joined the IAB, digital ad spend accounted for 32% of total ad spend, when I left the number was 54%. My goal is to truly transform the OOH industry from a historically traditional medium into a dynamic, tech-forward powerhouse; a channel that continues to consistently break its own revenue records, and also grows its share.
More personally, I hope to have inspired more women and diverse voices to rise to leadership positions within media and tech. I want to show that with vision, resilience, and a commitment to collaboration, even if your path wasn’t perfectly planned, you can lead an entire industry through significant change and achieve remarkable success. Ultimately, I want OAAA to be known for fostering an environment of innovation, modernization, and continuous growth for the out of home industry.