IRL conference brings global advertising leaders to Karachi

KARACHI: Pakistan’s advertising industry joined international Out-of-Home (OOH) media leaders in Karachi for the IRL Conference 2026, bringing together more than 325 delegates to discuss emerging trends, technological innovation and the growing role of real-world advertising in an increasingly digital media landscape.

Held at the PC Marquee under the theme “Be Unskippable in Real Life,” the conference was organised by the Pakistan Advertising Association (PAS) in association with the World Out of Home Organization (WOO).

It provided a platform for local and international industry representatives to exchange ideas on creativity, digital transformation, data-driven advertising and the future of brand engagement beyond online platforms.

Mayor Karachi Barrister Murtaza Wahab and Tom Burge, Deputy Head of Mission at the British Deputy High Commission Karachi, formally inaugurated the conference. The event was also attended by Tom Goddard, President of the World Out of Home Organization, and other international OOH industry leaders.

The participation of global industry representatives highlighted Pakistan’s growing engagement with the international OOH sector and the opportunities to strengthen its position in the evolving global advertising market.

Ahsan Sheikh, CEO of Kinetic Pakistan and WOO Ambassador for Pakistan, played a key role in bringing together local and international stakeholders.

Speaking at the conference, Goddard expressed appreciation for the quality and professionalism of the speakers and panellists, describing the gathering of media owners, advertising agencies, marketers and service providers as an encouraging example of industry-wide collaboration.

He said the conference had provided valuable insights that he would share with the global OOH community.

Ahsan Sheikh described IRL 2026 as an important milestone for Pakistan’s Out-of-Home industry, saying that bringing the sector’s stakeholders together with international leaders would help promote innovation, improve industry standards and showcase Pakistan’s potential in the global market.

The conference featured three major panel discussions — “Brands That Own the Street,” “Why Brands Can’t Look Away” and “The City Never Logs Off” — focusing on the changing relationship between brands, consumers and public spaces.

The discussions examined the continuing relevance of OOH advertising in the changing media mix, the growing importance of Digital Out-of-Home (DOOH), and the potential of programmatic advertising and data-driven media planning to make campaigns more targeted and responsive.

Speakers also discussed how urban spaces are evolving into dynamic media environments, requiring brands to combine creative approaches with technology and a better understanding of audience behaviour, locations and cultural trends.

The conference highlighted the distinctive value of physical advertising at a time when consumers face an increasing volume of digital content across multiple platforms. Speakers emphasised that effective brand engagement depends not merely on visibility but also on reaching audiences at the right place and time with relevant messages.

Besides the formal sessions, the gathering provided opportunities for networking and collaboration among advertising agencies, media owners, marketers, technology professionals and international industry representatives.

With more than 325 participants and the presence of government representatives, diplomats and global OOH leadership, IRL Conference 2026 marked a significant step towards strengthening Pakistan’s links with the international advertising community and advancing the development of its Out-of-Home sector.

IRL Conference is an industry platform focused on real-world brand experiences, Out-of-Home advertising, creativity and media innovation. It brings together local and international industry leaders to encourage dialogue, promote new ideas and advance the role of real-world media in an increasingly connected world.