Introducing OAAA’s New Center of Excellence

We’re excited to launch OAAA’s Programmatic & Automation Center of Excellence, a new industry initiative focused on accelerating the future of out of home.

The Center brings together media owners, technology providers, agencies and brands to make OOH easier to plan, buy, measure and integrate across the broader advertising ecosystem.

The Power of the Human Medium: OOH Across Experiential + Retail

New research from OAAA and The Harris Poll finds that real world experiences and OOH influence consumers throughout the retail journey. 80% of consumers are more likely to consider a brand after experiencing it in person, while 86% would take action after seeing a retail OOH ad that interests them.

The 84th Annual OBIE Awards

Join us on October 15 in New York City for the 2026 OBIE Awards, celebrating the boldest ideas and standout work shaping the future of out of home advertising. Co-hosted by industry visionaries Susan Credle and David Shing, the evening will reveal this year’s OBIE Hall of Fame, Student OBIE, Craft, Bronze, Silver, Gold and Platinum OBIE honorees live on stage.

THE 2026 OBIE AWARDS SHORTLIST IS HERE

The 2026 OBIE Awards shortlist recognizes the boldest ideas, most impactful work and exceptional creative talent setting the standard for out of home advertising. Selected by a jury of leading creative voices from across the industry, this year’s shortlisted work showcases the power of OOH to earn attention, inspire action and make an impact in the real world.

Congratulations to all of the 2026 OBIE Awards shortlisted work!

OOH Media Plan Awards 2026

OAAA’s OOH Media Plan Awards recognize the most effective out of home media plans, celebrating the strategic thinking, smart investment, thoughtful placement, and creative execution that come together to drive measurable, meaningful campaign results.

The submission deadline is September 30 2026, at 11:59 PM ET, and winners will be announced at The Advertising Club of NY’s OOH: NOW Conference on Wednesday, December 2, 2026 in NYC.

OOH Q2 Revenue Surpasses $3 Billion

OAAA’s latest revenue report shows record-breaking momentum for OOH, with Q2 2026 revenue surpassing $3 billion for the first time, up 10.7% year over year. Growth is being fueled by increased investment across major brands, technology and AI, pharma and live events, with digital OOH growing 18.5% and nearly three-quarters of the top 100 OOH advertisers increasing their spend.

The Strategic Guide to Moving & Dynamic OOH Media

Our newest resource, The Strategic Guide to Moving & Dynamic OOH Media, is available now. Exploring how transit media, rideshare, vehicle wraps, mobile billboards, waterway media, and experiential formats are reshaping how brands connect with people in motion.

The guide features key formats, planning insights, measurement advancements, creative best practices, and visuals that bring the category to life.

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.

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.