With the holiday season upon us, I’m reminded that OOH is the gift that keeps on giving – for consumers, advertisers and OOH companies. While the first half of 2025 generated unusual circumstances that rippled through local economies, the back half has been quite strong with our industry growing 4.5% in the third quarter. Digital OOH continued its well-established trend as our biggest growth driver increasing 11.6% in the quarter, and the legal services category remains a juggernaut across the country.
In our past two quarterly meetings, the Advisory Group has devoted time to mapping a 2026 resources plan for OAAA Independents members. We’ll start off in January with a Government Affairs webinar on what you need to know as a business owner about the new federal tax legislation. A second webinar later that month will highlight the recent Harris Poll study on the value of OOH in sports marketing to help us leverage opportunities with major sporting events in or near our markets. We’ve planned at least two additional Independent-focused webinars in 2026 including a review of top OAAA resources and tools, and the BIA 2026 Local Ad Sales Survey on the latest trends.
OAAA’s annual Local Case Study contest submissions will be open at the start of the year, and you’ll have through early February to enter campaigns that produced stellar quantifiable results for your clients in 2025. Clients and prospects love nothing more than a great testimonial, so be sure to share your success for a chance to win a trip to the OOH Conference in May in Dallas.
The Conference will include the second annual OAAA Independents’ Summit on the afternoon of May 11th. We had an incredible inaugural event in Boston this year, and we’re looking forward to seeing even more attendees in Dallas. The content for the Summit will include: using AI to enhance company productivity, the latest review of the OOH industry audience measurement initiative, securing client commitment to great creative, and the OOH investment landscape.
I want to thank our Group members for their dedication and time throughout the year: Gale Bonnell – Adams Outdoor, Marcus Danneil – Mile High Outdoor, Anthony Mariani – DDI Media, Mike Norton – Norton Outdoor Advertising, Richard Peterson – Porter Advertising, Pudge Roberts – Coastal Outdoor Advertising, Rick Steele – Park Outdoor Advertising, Devon Wagner – Oaktree Outdoor Advertising, Ryan Zaloudik – The Lindmark Companies and a warm welcome to our newest member, Maura Siegenthaler – Lind Media Company! We’re also grateful to Gina Stratford for her service during her time with YESCO, and the wonderful work she did with this year’s national sales panel at the Summit.
As always, please reach out to me, or our OAAA staff liaisons, Steve Nicklin ([email protected]) and Mike Hershey ([email protected]), with your ideas on topics you’d like to see as the focus for our Independent OAAA conference programming, webinars and other content.
Happy selling and wishing everyone a joyous holiday season.
Published: December 12, 2025