London; 23 March 2026: Rebecca Callaghan has been promoted to the newly-created role of head of out-of-home (OOH) at Azerion; the move signals the omnichannel advertising platform’s ongoing commitment to investing in programmatic digital OOH (pDOOH) to ensure it is a fully-fledged element of omnichannel planning.

Callaghan brings more than ten years of experience across traditional OOH and programmatic DOOH to the new role, including two years as Azerion’s DOOH lead specialist. Previously she has held positions at Yahoo, JCDecaux and Trinity Mirror.

As head of OOH at Azerion, Callaghan’s remit is to accelerate revenue growth, expand the product, create opportunities and position the company as the go-to partner for brands looking to maximise the impact of programmatic DOOH within an omnichannel framework. This will see her combine strategic leadership, commercial development and market education. She will also focus on industry collaboration, bringing together media owners, data providers and technology platforms across the programmatic ecosystem to create a more connected, transparent and effective DOOH landscape.

Audrey Boisumeau, VP Enterprise Solutions UK and US for Azerion Company Hawk, says: “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 says: “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.”