IRL conference brings global advertising leaders to Karachi

More than 325 people attended the IRL Conference 2026 in Karachi, where local and international advertising professionals discussed the future of Out-of-Home (OOH) media. Business Recorder reported that the Pakistan Advertising Association organised the gathering with the World Out of Home Organization at the PC Marquee.

Sessions explored Digital Out-of-Home advertising, programmatic campaigns and the use of data to make media planning more targeted. Speakers also considered how brands can connect with people in public spaces as digital content expands, while the event offered opportunities for industry networking and collaboration.

Karachi Mayor Murtaza Wahab and British Deputy Head of Mission Tom Burge inaugurated the conference, which included three panel discussions. Kinetic Pakistan CEO Ahsan Sheikh said bringing local stakeholders together with international leaders could support innovation and industry standards; WOO President Tom Goddard said he would share the conference’s insights with the global OOH community.