OOH: A Valuable Performance Medium

New OAAA and Kochava Study Finds OOH Delivers 2x the Performance Lift of Broadcast and Streaming TV.

The report analyzes device-level data across hundreds of campaigns spanning seven verticals, including retail, automotive, quick service restaurants, and media and entertainment. The findings demonstrate that OOH not only drives strong in-person outcomes like store visits, but also delivers measurable digital impact across website visits, app downloads, and other conversion actions.

Call for Entries Open for the 2026 OBIE Awards

OOH’s most storied creative honor enters a bold new era.

Debuting as a standalone celebration, this year’s ceremony will take place on October 15, 2026 at The Museum of Modern Art in New York City, bringing together the industry’s top brands, agencies, media owners, and creative leaders in the global capital of advertising and culture.

Call for entries has been extended through July 17, 2026.

The Power of Proximity: OOH Media and Its Evolving Role in Connected Commerce

New research from OAAA and Winterberry Group, supported by Perion, Moving Walls, and Midnight Oil, examines the growing role of out of home in connected commerce. The study finds that 98% of marketers incorporate OOH into purchase-driven initiatives, with investment expected to rise over the next two years as brands increasingly rely on the medium to drive discovery, engagement, and purchase across the customer journey.

Out of Home: The Human Medium

Introducing a refreshed industry positioning, manifesto, and an updated Value of OOH Guide, that define OOH as the human medium—a shared, unmissable experience embedded in everyday life.

Together, they clarify why OOH is a core media buy today: powerfully amplifying other channels, leveraging modern data and technology, and delivering measurable impact across the full funnel.

Updated OpenOOH Taxonomy Now Available

OAAA has released an updated OpenOOH taxonomy designed to advance transparency, standardization, and scalable DOOH buying.

The new venue classifications reduce friction, improve inventory clarity, and align OOH more closely with omnichannel planning, buying, and measurement, making the medium easier to transact and evaluate at scale.