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The Importance of Ad Spend Data in Fueling OOH The Importance of Ad Spend Data in Fueling OOH

July 30, 2018
Data is more important to advertisers and agencies than ever before, because it’s valuable to them in allocating resources to optimize ad spend performance. Any industry or entity not focused on collecting and utilizing data to inform business decisions will have a far more difficult road to success.

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OOH People in Public Office OOH People in Public Office

July 23, 2018
Civic engagement is an industry tradition. For some, that means serving in public office. As an election approaches, this article spotlights a few of those officeholders

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Musicians Use OOH to Tease Fans, Ignite Social Engagement Musicians Use OOH to Tease Fans, Ignite Social Engagement

July 16, 2018
Recording artists and bands love OOH tease-and-reveal campaigns. They use cryptic messages in major markets to engage super fans, ignite social media, and hype big announcements.

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Special Issue: Global OOH Creative Awards Special Issue: Global OOH Creative Awards

July 09, 2018
This week’s special issue of Outlook highlights some of the best OOH creative work from the past year. Each of these campaigns has won prestigious awards at some of the biggest competitions in the world.

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Fast Food Restaurants Win Big at Cannes Fast Food Restaurants Win Big at Cannes

June 25, 2018
Quick-service restaurants won big in the Outdoor category at the 2018 Cannes Lions International Festival of Creativity.

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Reflections on the FEPE Congress from Global OOH Leaders Reflections on the FEPE Congress from Global OOH Leaders

June 18, 2018
The FEPE International Congress, this year themed “Framing Our Future,” was held this month in Sorrento, Italy.

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Media Case Study Analysis Reaffirms Power of OOH Media Case Study Analysis Reaffirms Power of OOH

June 11, 2018
In a new strategy report using insights from award-winning media case studies, OOH was found to be a lead media channel.

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My Turn: OOH Collaboration in Action My Turn: OOH Collaboration in Action

June 04, 2018
In Nancy Fletcher's My Turn column, she offers examples of how OAAA members can and have collaborated to advance the OOH industry.

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25% of OBIE Honors Go To OOH Media Companies 25% of OBIE Honors Go To OOH Media Companies

May 29, 2018
One-quarter of the 2018 OBIE Award finalist campaigns were designed by OOH media companies. Of the 155 finalists, OAAA presented one Gold OBIE Award, one Silver OBIE Award, seven Bronze OBIE Awards, and one Craft Award to OOH media companies.

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Special Issue: 2018 OBIE Award Winners Special Issue: 2018 OBIE Award Winners

May 21, 2018
The 76th OBIE Awards Show was held on Tuesday, May 8 as part of the 2018 Geopath/OAAA OOH Media Conference & Expo in Austin, TX. Sixty OBIE Awards were presented at the ceremony to recognize exceptional OOH advertising design. This special issue of Outlook spotlights the top 2018 OBIE Award winners.

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Special Issue: 2018 OOH Media Conference & Expo Special Issue: 2018 OOH Media Conference & Expo

May 14, 2018
More than 900 OOH advertising professionals and advertisers came together last week for two days of education, insight, and innovation at the 2018 Geopath/OAAA OOH Media Conference & Expo in Austin, TX.

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OOH Facts & Figures Special Issue OOH Facts & Figures Special Issue

May 07, 2018
In this annual special issue of Outlook, OAAA offers a detailed look at the facts and figures in OOH, including revenue, market share, top advertisers, largest markets, insights on growth, and more.

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In a Fragmented Media World, OOH Aggregates Audiences In a Fragmented Media World, OOH Aggregates Audiences

April 30, 2018
In a special guest column, Mark Boidman with the Peter J. Solomon Company offers insight into why OOH is the only channel that continues to aggregate an audience in today's highly fragmented media market.

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One Quarter of Top OOH Advertisers are Major Tech Brands One Quarter of Top OOH Advertisers are Major Tech Brands

April 23, 2018
OAAA released the 2017 MegaBrands report, a comprehensive review of the largest national advertisers. The report reviews the top 100 OOH advertisers and top 100 total media advertisers, along with their ad spend by medium and ad agency relationships.

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Why Congress Wants to Get Rid of the Bonus Act Why Congress Wants to Get Rid of the Bonus Act

April 16, 2018
Illinois’ Department of Transportation has asked a home-state congressman to change federal law to allow states to exit the 50s-era “Bonus Program” without penalty. The Bonus Act, a precursor to the Highway Beautification Act of 1965, provided federal incentive money to states to regulate billboards.

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Engaging Consumers with User-Generated OOH Engaging Consumers with User-Generated OOH

April 09, 2018
Brands have been using user-generated content (UGC) for social media campaigns since programs and apps like Instagram and Snapchat gained popularity. Advertisers quickly learned UGC about brands is created and shared by their customers, whether those brands or consumers recognize it or not.

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What Does the Member Survey Tell Us About Tomorrow? What Does the Member Survey Tell Us About Tomorrow?

April 02, 2018
OAAA’s member survey (nearly 400 responses) provides a clear, unvarnished picture of what’s important, what we should accomplish, and what is worrisome. Respondents included account executives, principals, department managers, and general managers.

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Who’s the “Mad Dog” Behind Those Political Billboards? Who’s the “Mad Dog” Behind Those Political Billboards?

March 26, 2018
A traveling photographer named Claude Taylor, a rambunctious alum of the Clinton White House, is channeling today’s political angst into crowd-sourced billboards nationwide.

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Fans Reach Celebrities with OOH Fans Reach Celebrities with OOH

March 19, 2018
From Hollywood to professional sports, OOH has taken the spotlight this year. Fans have used the OOH medium to reach celebrities and other fans, expressing their support and opinions.

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OOH Formats Spotlight Creative Travel Ads OOH Formats Spotlight Creative Travel Ads

March 12, 2018
Scientists call it symbiotic, a mutual benefit. Travel-tourism clients inspire creativity in OOH. In turn, the entire line-up of OOH formats works for travel ads. Taxi tops, walls, transit, street furniture, and billboards showcase the wonders of being someplace else.

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Reasserting OOH as a Core Media Buy Reasserting OOH as a Core Media Buy

March 05, 2018
In this month's My Turn column, Nancy Fletcher offers an update about OAAA’s five-year strategic plan to help "make OOH more powerful than anyone has yet to imagine.​"

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OOH Displays Cheer The Winter Olympics OOH Displays Cheer The Winter Olympics

February 26, 2018
Over the last two weeks, fans around the world enjoyed the 2018 Winter Olympics in Pyeongchang, South Korea. To cheer on the games, and especially Team USA, the OOH industry kept Americans informed about when and where to watch, and who earned a medal.

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Connecting with Agencies Connecting with Agencies

February 19, 2018
In this annual special issue of the Outlook newsletter, OAAA delves into the world of ad agencies, reporting on its popular Agency Road Show, lessons learned while on the road, and a look at how agencies feel about OOH.

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133 OOH Campaigns Vying for a 2018 OBIE Award 133 OOH Campaigns Vying for a 2018 OBIE Award

February 12, 2018
After judging last month, 133 OOH campaigns are now vying for a 2018 OBIE Award. See which OOH executions from 2017 have risen to the top as OBIE finalists. Winners will be announced at the 2018 OBIE Awards program May 8 in Austin, TX.

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What’s On Tap from OAAA for OOH What’s On Tap from OAAA for OOH

February 05, 2018
This month in Nancy Fletcher's My Turn column, she offers a look at what's to come from OAAA this year to support the OOH industry. Mark your calendars, register for events and webinars, and get involved.

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Navigating ROI in Today’s Complex Media Landscape Navigating ROI in Today’s Complex Media Landscape

January 29, 2018
In today’s complex advertising marketplace, the importance of advertising ROI has never been greater. OAAA offers resources to help the OOH community navigate questions and provide insights about media ROI.

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Four Months to GO2018 Four Months to GO2018

January 22, 2018

Geopath's Kym Frank gives us a preview of GO2018, the Out of Home Media Conference & Expo hosted by Geopath and OAAA. Registration is now open. The 2018 Out of Home Media Conference & Expo will be hosted at the JW Marriott in Austin, Texas on May 7-9, 2018.

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OOH Industry Reacts to Golden Globes Spotlight OOH Industry Reacts to Golden Globes Spotlight

January 15, 2018
Billboards were the star of the show in last week’s 75th Golden Globes program. Three Billboards Outside Ebbing, MO, swept the awards program with four wins. Another off-beat film, The Disaster Artist, which won for Best Actor in a Musical or Comedy, was also inspired by a billboard.

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New Study Outlines OOH Opportunities in Smart Cities New Study Outlines OOH Opportunities in Smart Cities

January 08, 2018
The development and implementation of smart cities will create opportunity for the OOH advertising industry, according to a new study released by OAAA. Connected technologies matter most for OOH as the future of smart cities evolves.

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OAAA 2017 Annual Report: OOH Advocacy... With Breadth and Depth OAAA 2017 Annual Report: OOH Advocacy... With Breadth and Depth

January 02, 2018
Humorist Edgar Nye introduced the phrase, “A mile wide and an inch deep,” referring to the Platte River. Like a river, OAAA is nonstop. But, unlike Nye’s Platte River, OAAA has breadth and depth, serving as your advocate, standards-setter, definitive source for facts and statistics, and the voice of a united OOH industry.

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