Azerion creates new OOH leadership role

Azerion has promoted Rebecca Callaghan to the newly created role of head of out-of-home, as the advertising platform steps up investment in programmatic digital out-of-home within broader omnichannel planning. The London-based move was announced on 23 March and gives the company a dedicated senior lead for the channel.

Callaghan brings more than a decade of experience across traditional out-of-home and programmatic digital out-of-home to the post, including the past two years as Azerion’s DOOH lead specialist. Before joining the company, she held roles at Yahoo, JCDecaux, and Trinity Mirror, building experience across both the supply and demand sides of the market.

In the new role, Callaghan will be responsible for accelerating revenue growth, expanding Azerion’s out-of-home product, and strengthening the company’s position with brands looking to integrate programmatic DOOH into connected media plans. The remit also includes industry collaboration, with a focus on linking media owners, data providers, and technology platforms more closely across the programmatic ecosystem.

The structure of the role reflects a wider shift in how advertisers are treating digital out-of-home. Rather than sitting as a specialist add-on, pDOOH is increasingly being folded into cross-channel planning, measurement, and data-led activation. Azerion said the new appointment is intended to help clients navigate that complexity through both managed services and self-serve activation via Hawk.

Audrey Boisumeau, VP enterprise solutions UK and US for Azerion company Hawk, said: “Rebecca brings over a decade of experience across the out-of-home space, with deep knowledge on both demand and supply sides. She is widely recognised as one of the UK’s leading DOOH specialists, with strong programmatic expertise and a clear understanding of customer needs

In her new role, she will be instrumental in accelerating Azerion’s DOOH growth in the UK, helping brands and agencies navigate the increasing complexity of the channel, particularly across key areas such as data, insights, incrementality and measurement – whether through fully managed, end-to-end solutions or self-serve activation via Hawk.”

Callaghan said: “Programmatic DOOH is moving from a complementary channel to a strategic cornerstone of modern media planning. However, it is still an emerging space and navigating the complexity of planning, activation and measurement is where Azerion adds real value. As head of OOH, I will deepen my holistic and forward-looking approach to identify solutions, partnerships and innovations to address the adoption barriers that can still exist. This will ensure clients can integrate pDOOH into their strategies and fully leverage its role within a connected, omnichannel ecosystem – using its full capabilities to achieve the best return on media budgets.”

The promotion formalises Azerion’s ambition to build more senior channel expertise around DOOH at a time when measurement, audience data, and cross-screen planning are moving closer together in the advertising market.