Nielsen Digital OOH Advertising Studies

Digital OOH is the fastest growing sector within the OOH industry, representing about 30 percent of total OOH spend. Today’s fast-changing marketing environment makes the immediacy and flexibility of the DOOH platform more relevant than ever for consumer retail, healthcare, political campaigns, governmental updates and much more. Join Nielsen’s VP Media Analytics, Diane Williams, as she reviews their latest research on the many ways digital billboards, street furniture, transit and place-based OOH are driving consumer engagement and activation.  

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Perspectives: Powering OOH with Rich Data

Quality data exchange is a transformative commodity that has substantially increased the value of OOH advertising for brands and agencies. Late last year, OAAA’s Data Use and Analytics Committee began crafting standards, definitions, and protocols necessary for consistent and stable data transmission. These best practices have helped simplify the various measurement and analytic solutions available in the marketplace today, enabling smarter planning of OOH media and increased performance management. On this webinar, committee members join OAAA CMO, Stephen Freitas, to explain what every ad professional needs to know about OOH rich data use.

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Perspectives: Stepping AWAY from the “New Normal” for DTC & OOH

DTC brands are significant disruptors in the marketplace. One of the recent successes is AWAY, a modern lifestyle brand creating thoughtful products designed to transform travel. Hear from AWAY Director of Acquisition Marketing, Neil Heckman, explain how and why the travel brand uses OOH to reach active consumers. Neil is in conversation with Quan Media Group CEO, Brian Rappaport, whose agency’s approach is to personalize OOH planning and buying to help clients grow. The conversation is rounded out with insights from OUTFRONT Media Senior Director of Strategic Partnerships, Paul Lenhart. 

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Geopath/OAAA Virtual Independent Operators Seminar

Hear from industry experts as they discussed topics important for running a successful OOH company in today’s turbulent media business.

The seminar featured several short but content rich sessions focused on growth and prosperity. The Virtual Independent Operators Seminar was free to any billboard operator and is ideal for local and regional leadership teams.

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Outlook: How OOH Can Drive Immediate Results

David Berkowitz is a “Storyhunter” and founder of ‘Serial Marketer,’ a content platform for marketers where innovation intersects with strategy. In this webinar, David engaged in a thoughtful conversation with Gwen Morrison, the recently retired and highly celebrated CEO of WPP’s The Store retail practice. Gwen discussed her experience in recommending OOH to many clients during her long career.

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Perspectives: The Transformative Promise of Programmatic OOH

TechCrunch senior writer, Anthony Ha led a lively conversation about the future of programmatic commerce within the OOH channel. He was joined by Josko Grljevic, Chief Transformation Officer, Talon and OUTFRONT Media Chief Commercial Officer Andy Sriubas who all explored why programmatic transactions are expected to skyrocket in the coming years and how buyers and sellers can best prepare for the upcoming changes that will impact all parts of the OOH business. The speakers joined OAAA’s CMO Stephen Freitas.

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Outlook: Learnings from the Global OOH Community

In recent years, the global OOH industry has continued to outpace the growth rate of all other traditional media channels and now that the pandemic is slowing around the world, OOH expansion is expected to rebound. Hear from Tom Goddard, Chairman of Ocean Outdoor and who also serves as president of the World Out of Home Organization (WOO).

On this webinar, Tom shared his perspectives regarding global OOH opportunities and the impact of COVID-19 on the international markets. He also addressed how OOH organizations around the world are working more closely than ever before. As a special treat, Tom unveiled for the first time a new global OOH PSA campaign launching in July. In conversation with OAAA President & CEO Anna Bager.

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OOH and the Impact of COVID-19 June Update with Summer Travel Trends

This ongoing webinar series has been among the most popular with members. Hear important insights from the third installment in the series, “OOH and the Impact of COVID-19”. OAAA presented the latest information on marketplace impact including updates on:

• Pandemic Outlook
• 2020 Ad Spend Projections
• Traffic and Mobility
• Advertiser Behavior and Sentiment
• Consumer Behavior and Sentiment including Consumer Summer Travel Survey
• Latest Research on Advertising in Downturns

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Perspectives: Harris Poll Summer Travel Trends and Consumer Sentiment

John Gerzema, CEO of The Harris Poll, has been tracking consumer sentiment each week since COVID-19 quarantine began in early March. This webinar will examine American perceptions of reemerging into daily life by assessing pent-up demand, household economics, resuming activities and timeframes, and what Americans think normal might look like. This webinar will point out specific data related to mobility and travel with an examination of business and leisure activities.

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Perspectives: Sustainability After COVID-19

Learn how and why sustainability efforts will accelerate in the coming years and why businesses have a vested interest in climate change mitigation. The webinar will also identify lessons-learned from the COVID-19 pandemic that can be applied to thoughtful sustainability actions in the future and explain what OOH companies can do to best serve as environmental stewards. The speakers join OAAA’s CMO Stephen Freitas.

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Creative in Crisis: A Conversation with Mark Tutssel and Anna Bager

Retired Leo Burnett Executive Chairman Mark Tutssel discusses the importance of mass messaging in a pandemic and how brands have successfully communicated with consumers using authentic empathy vs. empty “COVID-19 washing.” In conversation with OAAA President & CEO Anna Bager, added topics include the momentum ahead as roads open again, the new-found freedom and fresh approach to travel, and how OOH can thrive again.

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Perspectives: Navigating Legal Cannabis Advertising

This webinar covers three topics regarding cannabis and CBD advertising: federal enforcement, lessons learned from 2020 legislative sessions that considered banning billboard advertising of cannabis, and recent State designations of cannabis as essential. Presenters include OOH managers from the front lines of the cannabis-advertising debate. This webinar is intended for public affairs execs, general managers, and those engaged in legislative advocacy. Moderated by OAAA EVP Government Affairs Ken Klein.

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Why OOH Should be the First Place Brands Go Post-Crisis Part 2

The conversation continues as four additional buy-side thought leaders discuss the biggest opportunities for OOH as America emerges from the COVID-19 pandemic and how the industry can regain momentum. In conversation with OAAA President & CEO Anna Bager. 

Recording

Outlook: The Disruptive Power of OOH Video

Essence Global Chief Media Officer Adam Gerber joins Intersection Chief Revenue Officer Michael Rosen in a conversation about the expanding reach of video OOH. VOOH is effective at engaging audiences, emerging as a disrupter in the video space. From high-profile screens and sidewalk installations to placed-based networks, VOOH offers an alternative video channel that is trustworthy, delivering engaging video content into brand-safe and iconic environments. 

Recording

Augmented Reality and OOH: Expanded Storytelling

More often OOH campaigns are including augmented reality as a driver of messaging. The evolving technology allows brands to display content in the physical world to better engage consumers and increase awareness. This webinar explored how augmented reality is being integrated with OOH, including several award-winning campaigns in this year’s OBIE Awards. The webinar was moderated by Ad Age reporter Jeanine Poggi.

Recording

Perspectives: A Conversation with OOH Industry Chief Revenue Officers

In this webinar, industry CROs explained how their organizations evolved sales processes and tactics to drive business success now and what they did to drive winning strategies for growth as the pandemic subsides and cultural normalcy returns. In conversation with OAAA Chief Marketing Officer Stephen Freitas.
 

Recording

Why OOH Should Be the First Place Brands Go Post-Crisis – Part 1

Hear from leading OOH buy-side thought leaders as they discuss the biggest opportunities for OOH as America emerges from the COVID-19 pandemic and how the industry can regain momentum. In conversation with OAAA President & CEO Anna Bager.

Recording

2020 Virtual OBIE Awards

Find out which OOH campaigns shined the brightest and which campaigns took home top honors this year! View the 2020 Virtual OBIE Awards webinar. This year’s judges were hands on to celebrate the winners and add commentary, sharing which campaigns stood out and why they deserved Gold. The time has come to reveal the best #OOH campaigns for the year.

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What the Industry is Saying

OAAA leadership shared recent information about the impact of COVID-19 on the OOH industry including the results from a recently completed member survey. Also discussed was information from a national consumer sentiment survey commissioned by OAAA to understand consumer attitudes about the impact of the crisis and how individuals expect to reengage with outside routines as stay-at-home rules expire. The webinar also offered a preview of upcoming OAAA programs planned for the second part of the year.

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OAAA Webinar on Travel Trends

The lead researcher at US Department of Transportation (DOT) provided an overview on travel and mobility on this webinar, and also answered questions from webinar registrants. Our guest is Diana Furchtgott-Roth, Deputy Assistant Secretary for Research and Technology. She discussed past and present travel trends, and looked into the future, as state restrictions on mobility are modified and-or lifted.

Slides Recording

OOH and the Impact of COVID-19 May Update 

Get important updates on the impact of COVID-19 in the next OAAA Lunch Break, the virtual learning series designed to keep members informed on the changing marketplace. OAAA provided an industry overview and insights on the current and short-term outlook for OOH.The presentation also covered these topics to assist members in responding to conditions in their own markets.

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Stimulus Help for Small Business

Some out of home media companies are getting Paycheck Protection help, others are frustrated. On this webinar, out of home principals who successfully applied for Paycheck Protection funds explained how they did it. These OOH operators and a leading business attorney offered tips on the Paycheck Protection Program. A political insider looked ahead to the prospect of more Paycheck Protection funds.

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Crises Proof Categories - Healthcare+

In the midst of the COVID-19 pandemic, there are some advertiser segments proving crisis-resistant. These categories – representing at-home, external locations, and healthcare – present an immediate prospective opportunity for OOH companies.

In this webinar, OAAA reviewed the healthcare+ (insurance, hospitals, supplies, virtual services, pharma, cannabis). This webinar uncovered underlying opportunities, and share insights pulled from several valuable sources:

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Marketplace Update + COVID-19 Business Guidance

Considering the evolving media and tech markets, as well as the overall capital markets, Mark Boidman, Managing Director and Head of Media & Tech Services at PJ Solomon, shared some key takeaways and how he is currently viewing the marketplace stemming from the current COVID-19 pandemic crisis.

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Crises Proof Categories - External Locations

In the midst of the COVID-19 pandemic, there are some advertiser segments proving crisis-resistant. These categories – representing at-home, external locations, and healthcare – present an immediate prospective opportunity for OOH companies.

In the second of the series, OAAA reviewed the external location categories (grocery stores, big box stores, CPG, pharmacies, gas/convenience stores).

Slides Recording PDF