OAAA is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers, which comprise over 90 percent of the industry. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City.
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Had a great time at the OOH Day LA event hosted by OAAA at the Intuit Dome yesterday! I had the chance to speak on a panel moderated by my friend, Randy Kilgore, alongside the fantastic Louanne Wallace and Rick Robinson. We discussed the power of OOH (Out of Home) and how it connects cities, consumers, and communities through creativity, data, and collaboration. Big thanks to Randy and Reveal Mobile for the opportunity to be part of the conversation! 🙌🏻
📈 Out of home advertising posts record Q3 volume, increasing 4.3% compared to the previous year and signaling new horizons for OOH. Key findings include: 📊 Digital OOH Key Growth Driver: Digital OOH, which accounted for 33.2% of quarterly sales, increased 7.3% from a year ago. 🚃 Urban Formats Mirror Increased Return to Office Mandates: Transit generated the greatest growth compared to Q3 2023, increasing by 8.3%, followed closely by Street Furniture at 7.3% growth. 🌎 OOH Growth Across Diverse Industries Reflects Broad Appeal: 4 of the top 10 product industries generated double-digit growth. 🇺🇸 Record Political Media Spend Also Seen in OOH: OOH political spend increased 31.6% compared to the third quarter of the last presidential cycle in 2020. Learn more:
OAAA's Anna Bager shares 2025 predictions shaping the future of OOH advertising with MediaVillage.org. From advancing technologies to shifting strategies, here’s what’s on the horizon: 📊 Advances in Measurement + Analytics: OOH advertising will continue to become more data-driven, leveraging advanced analytics to measure audience exposure, campaign effectiveness, and ROI. 💰 Budget Reallocation: More brands are redistributing budgets to OOH, recognizing its effectiveness compared to oversaturated channels. 📲 Digital Integration + Cross-Channel Campaigns: The synergy between OOH, CTV, and retail media is creating new opportunities for advertisers. 🪄 Immersive OOH Experiences: Expect more creative and immersive billboards and displays, allowing consumers to engage directly with ads and receive personalized content. 🔏 Data Privacy: Heightened scrutiny around data privacy laws and consumer trust challenges will drive advertisers toward OOH, valued for its low data footprint and privacy-friendly reputation. 📈 Programmatic DOOH: As brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising.
Earlier this week we hosted our 2024 Legal Seminar, bringing together some of the brightest legal minds and industry leaders to discuss the critical issues shaping the out of home industry today. The event featured thought-provoking sessions from The Honorable Rossie Alston, Kannon Shanmugam, and Gary Kibel. We were also thrilled to hear from legal leaders at OUTFRONT Media, Clear Channel Outdoor, Lamar Advertising Company, JCDecaux, YESCO and Link Media Outdoor, who delivered invaluable guidance on navigating the complexities of our ever-evolving legal landscape. Thank you to everyone who attended and contributed to the robust discussions. Events like these demonstrate the power of collaboration and shared knowledge in advancing our industry.
"As part of a well-balanced marketing plan, out of home dials-up our presence in key places and spaces either to reinforce our brand or to provide some contextual and situational relevance as to why consumers should consider our products and services." This month, our Marketer Mindset series in partnership with The Drum features Allstate's SVP, Media & Growth Marketing, Dave Marsey, where he shares his perspective on creativity in OOH, its role in the media mix, and how he sees the future of advertising as an evolution and revolution. Read the Q&A here:
🚀 Join us for OAAA's Discover OOH Day in Los Angeles on November 20th at the iconic Intuit Dome, home of the LA Clippers. 📈 Dive into the world of OOH advertising and get an insider look at the latest trends, groundbreaking insights, and creative strategies that make OOH a powerful tool for brands. From connecting with communities to maximizing the consumer journey, this event is packed with all you need to elevate your marketing game. 👐 Many thanks to our sponsors for their support: Circle Graphics, Lamar Advertising Company, Vector Media, Vengo, OUTFRONT Media, Clear Channel Outdoor, Intersection Co., and Promo Drone 📍 LA marketers, agency leaders, and industry pros—don’t miss this all-access pass to the future of OOH! Register here: https://lnkd.in/ew5W6sQx
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Vice President of Digital Growth & GM of Programmatic at Lamar Advertising Company, Host of Digital and Dirt Podcast, Public Speaker
OAAA CEO Anna Bager was interviewed last week on my podcast Digital & Dirt. She highlighted the importance of the OAAA’s Benchmarketing study. Thanks, Anna Bager check out the podcast and more importantly the Benchmarketing study. Billboard Insider
🏆 Nominations are now open for the 2025 OAAA Industry Awards! 🏆 Don’t miss your chance to recognize the individuals who are driving the future of the out of home industry. These awards celebrate the achievements and contributions of industry leaders across four key categories. Award recipients will be celebrated at the 2025 OOH Media Conference on May 6, 2025, in Boston. The deadline to submit your nominations is Monday, January 13, 2025. Nominate today: https://lnkd.in/eBtwDduc
"Media plans that are not investing in an OOH strategy are overlooking the valuable opportunity to meet consumers at the point of action. OOH & moving media provide brands with curbside real estate to deliver precision-targeted messaging." This month's Across The Desk feature in The Drum is do it outdoors media's Regis Maher who shares his thoughts on what excites him about OOH, his message for brands that haven’t bought OOH before, and what he thinks is next for our industry.
🎙️In Episode 8 of this season’s Digital and Dirt Podcast, Lamar Advertising Company's Ian Dallimore sat down with OAAA's President & CEO Anna Bager and a host of industry leaders and brands to discuss digital out of home, the latest industry trends, and the role of innovation in connecting brands with audiences on the move at the MediaPost DOOH Insider Summit in Austin, Texas last month. Listen here: