IBO Remains Steadfast in Mission as Industry Evolves

IBO Chief Vision Officer Chris Cowlbeck reflects on the organization's commitment to independent OOH media owners amid rapid changes.

Published on Feb. 5, 2026

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In a message to the IBO community, Chief Vision Officer Chris Cowlbeck highlighted the organization's unwavering focus on supporting its members as the advertising landscape undergoes rapid technological and social changes. Cowlbeck praised the contributions of former IBO executive Becky Smith and reaffirmed IBO's core mission of empowering independent out-of-home media owners through collaboration, innovation, and a human-centric approach.

Why it matters

As the out-of-home advertising industry grapples with the rise of AI, new technologies, and shifting consumer behaviors, IBO's steadfast commitment to its independent members is crucial. The organization aims to provide the tools, insights, and community support to help regional OOH operators thrive amidst industry upheaval.

The details

Cowlbeck highlighted IBO's multifaceted efforts to support its members, including the IBO Marketing & Speedway platform for simplified access to over 100,000 displays, the IBO Services team handling back-end operations, and the OOH Info & OOH Admin data and analytics offerings. The organization's goal is to give independent media owners a stronger voice and presence in the global advertising landscape.

  • Becky Smith recently departed IBO after making significant contributions to the organization.
  • IBO's annual conference in New Orleans, led by Sarah Davis, continues to be a key event for the community.

The players

Chris Cowlbeck

The Chief Vision Officer of IBO, an organization dedicated to supporting independent out-of-home media owners.

Becky Smith

A former executive at IBO who made significant contributions to the organization before departing recently.

Sarah Davis

The organizer of IBO's annual conference in New Orleans, which has become a prominent event for the independent OOH media community.

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What they’re saying

“We believe independent media owners deserve a seat at the global advertiser table—today and in the far future. Together, we continue building a network that combines scale with independence, innovation with integrity, and technology with a human touch.”

— Chris Cowlbeck, IBO Chief Vision Officer (billboardinsider.com)

What’s next

IBO's annual conference in New Orleans, led by Sarah Davis, will continue to be a key event for the independent OOH media community to connect, learn, and shape the industry's future.

The takeaway

In a rapidly evolving advertising landscape, IBO remains steadfast in its mission to empower and support independent out-of-home media owners. By providing technology, data, and a collaborative community, the organization aims to ensure that regional operators have a strong voice and the tools to thrive alongside larger industry players.