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Out of Home Around the World: In Sync to Improve, Grow

June 8, 2017 (Stockholm) – The out of home (OOH) industry is aligned globally to boost creativity, ease the customerexperience, connect to digital media, and educate the overall ad business about its new attributes.


“When you look at the US out of home industry-wide priorities for the next five years, they are very similar to international goals,” said Sean Reilly, chairman of the Outdoor Advertising Association of America (OAAA). Reilly is chief executive officer of Lamar Advertising Company based in Baton Rouge, LA.

Reilly and OAAA President and Chief Executive Officer Nancy Fletcher spoke June 8 at a conference in Stockholm organized by FEPE, the worldwide association of outdoor advertising companies. Read the full speech.

Last year’s FEPE Congress in Barcelona (https://fepe.com) touted four themes:

1. Making the case for OOH in a digital world

2. Taking the digital revolution out of home

3. How can OOH reclaim our creative crown

4. Making OOH easier to plan, buy, and deliver

The five-year goal of the US industry is to make OOH advertising more of a core media buy than ever before, Fletcher and Reilly told the international group.

The value proposition for the medium, they said, includes eight attributes: creative impact, contextual relevance, media amplification, ubiquity, connected, data-driven, accountable, and innovative.

Fletcher said the US industry’s current public-service partnership with National Geographic to save endangered animals showcases creativity, media amplification, connection to social media, innovation, and corporate responsibility.

“We are part of the community, part of the economy, part of the culture, and we’ll definitely be part of smart cities, smart transit, and part of the connected future,” Fletcher told the international group.

OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.6 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.

 

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