Come find us in Dallas
May 11 through 13, the OAAA's 2026 OOH Media Conference takes over the Hilton Anatole in Dallas. This year's theme is The Human Medium — the framing the OAAA has built the program around — and the agenda includes a dedicated Independents Summit on day one, which is the room our team will spend the most time in.
Our co-founder and CEO, Thiru Saravanan, will be there for all three days. If you run an independent OOH operation, or if you work somewhere in the orbit of one — agency planner, brand-side marketer, sales leader, owner thinking about the next ten years of the business — we'd like to find time to talk.
What we're doing in Dallas
doohthis is built on a single thesis: that every billboard has a readable inventory DNA — a unique fingerprint of location, audience, context, and seasonal pattern — and that operators who can read it sell their inventory at its specific value rather than its average value. Everything else we're building rolls forward from that idea.
We've spent the last few quarters putting that thesis in front of real operators. We're now in active pilots with independent operators across multiple markets, and the early signals are strong — the inventory DNA layer is changing how reps open conversations, how proposals get framed, and how often advertisers respond to outreach that used to get ignored. The pattern is consistent enough across pilots that we're confident in the direction.
The conference is the first chance to take this thesis out of pilot conversations and into the wider operator community. We want to talk with operators who recognize the problem — the stale photosheets, the average-priced inventory, the senior reps whose intuition isn't documented anywhere — and show them what reading inventory DNA at scale does to a sales motion. We'll show what we've built, share what the pilots are telling us, and learn what's working in your own motion. The conversations that come out of this room will shape what we build next.
The Human Medium, from where we sit
The conference theme is worth engaging with honestly, because it cuts close to what we believe.
OOH is the human medium because, alone among major media categories, it cannot be skipped, blocked, or scrolled past. The board is in the world. The audience is in the world. The encounter is unmediated. That's a genuine, defensible position in 2026, and it's part of why the medium is structurally durable in a way few other categories are.
But the framing also names a quieter truth about the sales side of the industry. The medium is human. The sales motion, for most independent operators, has been too human — depending entirely on one rep's memory, one owner's relationships, one senior person's tacit market knowledge, one set of decade-old photosheets. The medium's strength has been carried by sales infrastructure that hasn't kept pace.
doohthis exists to make the sales side of OOH match the durability of the medium itself. Inventory DNA — productized so every board on the operator's own network becomes legible to every rep, every proposal, every inbound buyer. The system surfaces what experienced operators already know intuitively, except at the scale of the whole network and refreshed against what's actually true this quarter. Reps stop opening with face counts and start opening with the specific reason this specific board matters to this specific advertiser.
That's the conversation we want to have at OOH 2026. Not as a pitch. As a peer-level exchange with the operators, leaders, and category thinkers who are wrestling with the same questions.
How to find us
There are three ways to get on the calendar.
The easiest: reach out before the conference and we'll lock in a specific time. Email Thiru at [email protected] or message him on LinkedIn. If you mention this post, we'll prioritize the slot.
The serendipitous: the Independents Summit on May 11 is the room we'll be in for the first afternoon. If you're attending, find us there. Look for the guy who looks exactly like the poster — same glasses, same smile, probably mid-conversation with someone about photosheets.
The casual: if your schedule is unpredictable (most are), just text or message when you arrive. We'll figure out a coffee, a hallway moment, or a quick drink at the hotel bar between sessions. We're not running a booth that requires you to walk to a specific corner of the exhibit floor. We'll come to wherever you are.
See you in Dallas.
— The doohthis team
doohthis builds inventory DNA for independent OOH operators — the layer that makes every board on the network legible to every rep, every proposal, every inbound buyer. We're in active pilots and looking for the next set of operators to work with. If you can't make it to Dallas but want to talk anyway, we're here.