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.

Registration Now Open for OOH’s Biggest Event

The 2026 OOH Media Conference, taking place May 11–13 in Dallas, Texas, brings together the brightest minds in marketing, media, and creativity to explore the future of out of home.

Taking the stage at this year’s event, themed “The Human Medium,” are legal powerhouse John Morgan, Dallas Cowboys brand leader Meredith Counce, and marketing visionary Rishad Tobaccowala.

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.

OAAA’s 2025 Annual Report

OAAA’s 2025 Annual Report highlights a year of meaningful progress for both the association and the industry. From strengthening OOH’s role in the modern media mix to advancing advocacy priorities and deepening engagement with brands, agencies, and new ecosystem partners, our work continues to build long-term value for the medium. The report reflects how we are evolving alongside the industry through market-leading research, modernized capabilities, a growing community, and new pathways for influence and growth.

OAAA Announces Call for Entries for 2026 Future Leaders Program

Applications are now open for OAAA’s 2026 Future Leaders Program, recognizing rising OOH professionals. 10 participants will receive a sponsored trip to the 2026 OOH Media Conference. Submit nominations or apply by March 6 at 11:59 PM ET.

OOH Revenue Hits All-Time Q3 High

OOH advertising revenue grew 4.5% in Q3 2025 to a record $2.13 billion, marking the industry’s 18th straight quarter of growth. Year-to-date revenue reached $6.98 billion, reinforcing OOH’s continued momentum.

The OBIE Awards Are Heading to New York

In October 2026, the industry’s most iconic creative honor becomes a standalone event in the heart of the advertising world. Join us as we celebrate an evening devoted entirely to honoring today’s most imaginative and influential campaigns and allows OAAA to convene the industry’s most creative voices in a setting designed to showcase the very best in OOH.

OAAA Programmatic OOH Transparency Pledge

OAAA’s Programmatic OOH Transparency Pledge sets a unified standard developed by OAAA and a group of programmatic stakeholders to strengthen trust, accountability, and clarity in every programmatic transaction. The pledge gives advertisers confidence that programmatic OOH operates with honesty, openness, and fairness.

New Research: OOH Powers Sports Marketing Playbook

OOH advertising is proving to be one of the most powerful tools in sports marketing, according to a new national study by OAAA and The Harris Poll. Sports OOH is building fan excitement, amplifying social buzz and driving measurable local economic impact.