Onescreen has appointed Adam Skinner as Chief Executive Officer to accelerate its Modern OOH strategy. Skinner succeeds Alex Ewing, who has led the company since 2023.
Skinner is moving to Onescreen from Epsilon, where he was the Managing Director of Retail Media. Earlier, he worked for CitrusAd in various positions such as Chief Technology Officer and Chief Operating Officer.
The appointment comes amid a very crucial period in the development of Modern OOH. The out-of-home advertising industry keeps on growing because advertisers are constantly looking for media options that are measurable and performance-oriented. Skinner has more than fifteen years’ experience in creating technology and infrastructure in emerging media networks. In CitrusAd, Skinner worked as part of the initial engineering team catering to fewer than ten clients.
“Retail media didn’t win because shoppers suddenly fell in love with sponsored listings. It won because someone made fragmented inventory buyable, impressions comparable, and outcomes provable,” said Skinner. “Out-of-home has better inventory than retail media ever had, but it has lacked that connective infrastructure. Budgets follow legibility, not enthusiasm. What drew me to Onescreen is that the hard part is already done – the team has made real-world media plannable and accountable on the front end, before the money leaves the account. Extending that into retail and commerce media, right as the standards arrive and the budgets line up behind them, is the most interesting problem in media today.”
Modern OOH Market Continues to Gain Momentum
Afterwards, he helped scale the company’s platform to serve more than 150 retailers across 30 countries worldwide. After that, he joined Publicis Group Epsilon, where he handled commercial, product, technology, and operations across over 200 employees.
The U.S. OOH market witnessed unprecedented growth, reaching a total of $9.5 billion in 2025. Simultaneously, DOOH advertising experienced a growth of 12.9% on a year-on-year basis and accounted for 36% of the total. Nevertheless, fragmentation of the networks and manual transactional processes continue to prevail in the industry.
“We ran this search against a very specific market thesis,” said Rob Biederman, Board Chair, Onescreen. “The next phase of out-of-home won’t be won by whoever sells the most inventory. It will be won by whoever makes the physical world legible enough that performance budgets move into it without a leap of faith. Adam has done that at scale, building the bridge between retail supplier, agency workflow, and brand investment. He knows how to build that infrastructure and compound growth on top of it.”
Onescreen, on the other hand, registered a 68% year-on-year increase in revenues for Q1 2026. It also had a 67% growth during the latter part of 2025. Onescreen remains focused on using AI-native technologies for planning and audience intelligence. Such technologies strive to enhance the measurability and performance of Modern OOH campaigns.
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: Businesswire.com
