DPAA Summit Lines Up American Eagle, Expedia CMOs On Digital-Physical Marketing
2026-10-09 · via invidis
The Digital Place-based Advertising Association (DPAA) has set its 14th annual Global Video Everywhere Summit for October 13 at Pier Sixty in New York, with chief marketing officers from American Eagle Outfitters and Expedia Group among the headline speakers. The event, themed "Real Connections," is built around how brands use digital marketing and AI to drive activity in physical spaces, a topic that sits close to the business case for out-of-home and place-based media.
For anyone operating screens in malls, transit hubs or city centers, the sessions are worth watching because they speak directly to how retail and travel brands are justifying spend on physical touchpoints in an increasingly AI-mediated discovery process.
American Eagle Outfitters CMO Craig Brommers will appear alongside Stagwell Vice Chairman David Sable in a session titled "Screens, Scrolls & Stores: The Return of Real-World Connection." According to DPAA, the discussion will cover the retailer's digital campaigns, its Times Square advertising presence, work with content creators, and mall activations aimed at younger shoppers. DPAA cites eMarketer figures projecting that 82.6% of US retail sales in 2026 will happen in physical stores, a data point the association is using to frame the session's focus on converting online attention into store visits.
Expedia Group CMO Jochen Koedijk will lead a separate session, "Where AI Meets the Real World: Rethinking the Traveler Journey," addressing how AI tools are used for trip discovery and planning. Expedia Group research cited in the announcement states that 68% of travelers prefer booking through a trusted travel brand over an AI chatbot or agent even when AI booking is available. Koedijk is expected to discuss how travel brands can maintain contact with consumers at transportation hubs and destinations, areas where place-based digital displays are already common inventory.
What the announcement does not say is which specific media formats, screen networks or DOOH partners either brand works with, so there is no detail yet on whether these sessions will translate into concrete campaign case studies or stay at the level of marketing strategy. It also does not specify attendance numbers beyond DPAA's estimate of roughly 1,000 attendees from brands, agencies, media owners and technology vendors.
For digital signage and DOOH operators, the summit is less a product showcase than a read on brand-side thinking: two large advertisers publicly reaffirming that physical environments, and by extension the screens inside them, still matter as AI reshapes how consumers research and book purchases.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
October 13 event in New York will explore how brands combine digital marketing, AI and physical experiences to engage consumers.
American Eagle Outfitters and the Expedia Group will bring their perspectives on connecting digital engagement with physical experiences to the 14th annual DPAA Global Video Everywhere Summit, taking place October 13 at Pier Sixty in New York City.
The event’s theme, “Real Connections,” will focus on how brands can use digital technology, including AI, while maintaining meaningful interactions with consumers in physical environments.
The two companies will examine how digital discovery and marketing translate into activities such as shopping in stores and traveling to destinations.
American Eagle Outfitters CMO Craig Brommers will join Stagwell Vice Chairman David Sable for a session titled “Screens, Scrolls & Stores: The Return of Real-World Connection.”
The discussion will cover the retailer’s use of digital campaigns, Times Square advertising, content creators and mall activations to engage younger consumers.
Physical retail remains an important component of the customer journey. According to eMarketer figures cited by DPAA, 82.6% of U.S. retail sales in 2026 are expected to take place in physical stores.
The session will examine how brands can convert digital attention into store visits and other real-world interactions.
Expedia Group CMO Jochen Koedijk will address the role of AI in travel planning and booking during a session titled “Where AI Meets the Real World: Rethinking the Traveler Journey.”
The discussion will explore how travelers use AI to discover destinations and plan trips while still relying on established travel brands when making purchases.
According to Expedia Group research cited in the announcement, 68% of travelers prefer booking through a trusted travel brand rather than an AI chatbot or agent, even when AI booking options are available.
Koedijk will also examine how brands can connect with travelers throughout their journeys, including at transportation hubs and destinations.
The DPAA Global Video Everywhere Summit is expected to attract approximately 1,000 attendees from brands, agencies, media platforms and technology companies.