The 20th edition of the Out-of-Home Advertising Convention, the premier knowledge-sharing and networking event for India’s OOH advertising industry, took place on July 24 and 25, 2026, at The Grand Hyatt in Goa. Organizers centered the gathering on the theme “Do the X!” to examine the intersections shaping modern marketing.

The event focused on the X factor as the meeting point of brands and consumers, digital and physical spaces, artificial intelligence and human input, data and instinct, and virtual and real environments. It aimed to help participants from across the sector understand these converging forces.

Delegates, speakers, exhibitors, and anchors were encouraged to expand their horizons for new possibilities, explore fresh insights and opportunities, express challenges and ideas, and experience the theme in practice. The X factor served as the core idea for sessions and the overall attendee experience.

Like earlier editions, OAC 2026 featured three main modules. The Convention provided a forum for global and Indian OOH stakeholders. OAA 2026 recognized the best OOH works from 2025-26. The OOH Expo allowed participants to present advanced solutions to industry decision-makers.

The gathering marked two decades of the convention’s role in bringing together professionals from the Indian out-of-home advertising sector for discussion and connection.