At MAD STARS 2025 in Busan, held from August 28–30 at Signiel Busan, the dedicated DOOH (Digital Out-of-Home) session took place on August 29 at the 4F Ballroom. The session brought together leading voices from Korea, China, and Japan to explore how AI is reshaping outdoor media into a data-driven, real-time, and experiential platform.
The session featured presentations from WOO members who also took part in the WOO World Congress 2024 in Hong Kong, including:
- Seunghyun Lee (Innocean) and Hyunggeun Bae (Shinsegae Property) – on Korea’s Free Zone initiative and media innovation.
- Calvin Chan (VIOOH China) – on the shift toward programmatic DOOH in China.
- Kijong Ahn (PODO Media) – on the technology and audience measurement challenges of pDOOH.
- Nakaba Karasawa (LIVE BOARD Japan) – on Japan’s digital transformation in OOH.
- Hyun Park (Hyundai Futurenet) – on advanced DOOH case studies and public contribution.
Beyond the stage, the event also attracted global industry leaders. Kevin Wu and Kenni Chai of Starvision, Aileen Ku of Perion, and representatives from CAA joined the discussions, making the session feel like a warm-up for the upcoming WOO APAC Forum in Seoul this November.
Adding to this momentum, KOOHA (Korea OOH Association) actively promoted the WOO APAC Seoul Forum by operating a dedicated booth at the venue, highlighting Korea’s role as a rising hub for DOOH and global media innovation.
The Busan session not only showcased the future of OOH in Asia but also expanded the conversation into the broader digital advertising ecosystem, capturing the attention of the wider marketing and communications industry.
