Cannes 2026: The Shift From Legacy OOH to High-ROI Interactive IRL Media | Stacy Minero, OUTFRONT Media, Chief Marketing Officer

Many corporate marketing teams rely too heavily on digital channels, leaving their campaigns vulnerable to high ad fatigue and rising acquisition costs.In this episode, Stacy Minero, Chief Marketing & Experience Officer at OUTFRONT Media, details the strategic evolution of out-of-home advertising into interactive "IRL Media."She explains how modern brands use physical assets as core campaign drivers rather than late-stage additions, creating a reliable foundation for digital and social media engagement.Strategic areas analyzed include:Transitioning legacy outdoor placements into programmatic digital transit networks.Deploying the "Stadium Surround" framework to capture high-value consumer attention during event travel.Combining physical assets with mobile tech through AR integrations and QR code handoffs.Using Destination Media methods to turn physical installations into viral social media content.Building effective industry partnerships via collaborative marketing hackathons.Stacy Minero is the Chief Marketing & Experience Officer at OUTFRONT Media, managing large-scale brand strategy and digital media integration across premier metropolitan transit networks.Connect & Scale Your Business:Follow Stacy Minero on LinkedIn: https://www.linkedin.com/in/stacy-minero-79287b4/Explore OUTFRONT Media: https://www.outfront.com/Optimize Your Paid Media Strategies with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/Connect with Host Dylan Conroy: https://www.linkedin.com/in/dylanconroy/