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OAAA Outlook Newsletter

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Educating Agencies about Real. Powerful. Advertising.

Date: February 17, 2017

<< Back to February 20, 2017, Outlook

As highlighted in the new 2016 repositioning, OOH is more creatively impactful, more contextually relevant, and more of a media amplifier than ever before. OOH is also the fastest growing traditional media in the US. All of these factors make it real, powerful advertising, and provide a compelling success story to share with the advertising industry. The OAAA ad agency outreach program was designed to showcase the vast capabilities of the OOH medium in a 30-minute presentation, and is now entering its fifth year.

The 2016 agency presentations continued to build impact with the agency community because:

  • OAAA’s commissioned OOH research is deeper and broader than ever before, providing meaningful insights to agencies
  • growth of the OOH digital platform is providing more flexible and immediate ad solutions
  • convergence of OOH with mobile devices and advertising is deepening consumer experiences 

The 2016 Nielsen OOH advertising study examined the broadest number of OOH formats to date, and demonstrated how OOH supports digital and mobile marketing efforts, in particular. Agency planners are genuinely appreciative of the OOH educational outreach that keeps them informed for their clients, and demonstrates how OOH can increase the effectiveness of their media plans.  

Key messages that resonate the best with agencies:

  • The ad spend growth of OOH, in contrast to other traditional media
  • The amplification power of OOH when added to a media plan
  • OOH is not content-based, so not susceptible to audience fragmentation of competing media

 Presentation components of top interest to the agencies: 

  • OOH executions – Delta Dental of Minneapolis case study results, Zappos airport luggage carousel prize game, flexibility and ingenuity of digital OOH campaigns

  • Campaigns showcased in videos – Samsung NFC, Clorox multi-format in Las Vegas, Shellback Rum geo-fencing tutorial, GMC facial recognition

  • ROI/case studies – almost every creative examples in the presentation incorporates results produced by the OOH campaigns

  • Creative testing tool – the planners understand the enormous importance creative plays in making their media plans successful

  • OOH media locator – allows quick understanding of the opportunities existing in specific markets

 OOH embraces change and responds to needs of the ad agency industry

  • Standardization (RFPs, POP, photos) – OAAA best business practices
  • One stop shop (planning, buying components in one place) – many OAAA member companies offer integrated platforms
  • ROI/enhanced data metrics – Geopath Operation MORE (2017), and OAAA/Benchmarketing ROI research study (Spring 2017)


OOH CAPABILITIES AD AGENCY ROAD SHOW

AT A GLANCE 2013-2016

  • 333 ad agencies and OOH specialists visited
  • 69 media company offices visited
  • 13 state association and advertising association meetings
  • 1,591 ad agency and OOH specialist staff participants
  • 772 media company staff participants
  • 389 state association and ad conference attendees

OAAA MEDIA MEMBER SURVEY

The 2016 survey about the OOH capabilities presentation found:

  • 100% responded the presentation was a good use of their sales teams’ time  
  • 100% responded they learned about new resources or research  
  • 100% responded they would be interested in having future presentations for their teams and ad agencies  
  • 100% responded they would recommend the presentation to other sales offices within their company  
  • Overall rating of the presentation was 4.86 on a five-point scale with five being “highly effective”

 Top subject areas mentioned as new information learned:

Marketing research on digital billboards

72.73%

Marketing research on OOH and consumer behavior

68.18%

Marketing research on OOH ROI

68.18%

OAAA OOH case studies

68.18%

OAAA Creative Testing Tool

68.18%

OOH creative campaign results featured in presentation or videos

68.18%

Marketing research on OOH and mobile/social media convergence

63.64%

Marketing research on OOH amplification of other media

63.64%

OOH Resource Center sales app

63.64%

OOH ad spend performance versus other media

59.09%

OAAA Creative Library

54.55%

           

NEW RESOURCES BASED ON AGENCY REQUESTS 

  • The OOH Media Locator was launched in April 2016 to provide agencies a quick overview of OOH formats available in specific geographies by media company. This is an especially valuable tool when agencies are creating plans for markets they are not familiar with. The Locator has already generated over 13,000 uses. 

  • SQAD OOH planning rates – by the end of March, agency planners will have access to market average planning rates for Geopath-measured formats within the billboard and street furniture categories in the top 100 DMAs and CBSAs. This new program will make OOH planning rate data readily accessible alongside local TV, cable, radio, and digital media. It will allow OOH to be considered in even more agency media plans. Mark your calendar for the OAAA member webinar on the SQAD OOH program, March 22, 2 pm. 

  • The Creative Testing Tool, which has now reached over 28,000 uses, is being redesigned to incorporate more formats including transit, airport, and shopping malls, plus a rural environmental view. New features like drag-and-drop will make it even more user-friendly. The updated version of the Tool will launch in March.     
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