John Koenig is Director of the Indoor Billboard Advertising Association (IBAA) and owner of Water Closet Media. An advocate for indoor and place-based advertising, John brings an industry perspective on connecting brands with consumers in everyday physical environments. His experience in out-of-home advertising offers insight into alternative media formats, effective placement strategies, and the evolving role of place-based advertising in integrated marketing campaigns.

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Drew Mattson brings nearly three decades of experience building, scaling, and monetizing national out-of-home (OOH) media networks. He began his career with Minnesota-based AJ Indoor, helping expand its local business into 63 markets nationwide. As founder of Pacific Media, he grew a place-based advertising network spanning gas stations, convenience stores, grocery stores, and high-traffic retail locations. Over 11 years, he built national infrastructure serving brands including Pepsi, Apple, Amazon, and Red Bull, culminating in an acquisition and partnership with AllOver Media / Momentara.

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Scott Blair is the Head of Client Development, North America at billups, the leading independent Out-of-Home (OOH) agency. In this role, Blair leads client development across the region, strengthening partnerships and supporting the adoption of billups’ data-driven media solutions.

Blair returned to billups in 2025, having previously spent six years with the company, during which he helped establish its Denver presence and supported its early growth. Prior to his return, he served as Vice President, Regional Sales Director, Midwest at OUTFRONT, working with local, regional and national teams and clients.

With experience spanning agency, media owner and sales leadership roles, Blair has held positions at Bozell, The Integer Group and Posterscope. His approach emphasizes collaboration, client relationships and supporting teams through change. Blair is a graduate of the University of Nebraska and is based in Denver, Colorado.

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Jonathon WolfeBarron is President of Rolling Adz, an out-of-home advertising company specializing in mobile billboard campaigns and LED advertising trucks. His work focuses on helping brands reach audiences through high-visibility advertising in real-world environments. With a background in mobile media and outdoor advertising, Jonathon brings a perspective on creative placement strategies, the versatility of moving media, and how nontraditional OOH formats complement broader advertising campaigns.

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