New ‘OOH is Real’ Campaign Targets Ad Agency Execs

OOH is Real ad in Times Square

OAAA and the OOH industry today launched a campaign to demonstrate the medium’s presence in the real world. The OOH is Real campaign, created by agency Extra Credit Projects, highlights OOH’s ability to amplify and enhance media plans, offering creative impact and contextual relevance while driving digital and mobile performance.

The campaign launches during Advertising Week New York, with OOH ads inside and surrounding the event venue, hyper-targeting attendees with messages about OOH’s real-life impact of consumers and its connection with digital media.

OAAA’s chief marketing officer Stephen Freitas said, “The goal of the campaign is to demonstrate to media and marketing executives the power of OOH to create immersive brand experiences in the real world. Using billboards, buses, bus shelters, LinkNYC kiosks, taxi tops, wrapped vehicles, and digital place-based screens, this campaign proves OOH’s targetability, viewability, and accountability.”

A wrapped double-decker tour bus featuring a digital billboard serves as OOH’s mobile lounge experience during Advertising Week. Attendees can hop aboard, rest and recharge with refreshments, and chat with ambassadors about why and how the OOH medium is thriving in today’s digitally driven consumer landscape.

“OOH is a literal stake in the ground,” said OAAA’s new president and CEO Anna Bager, who came to OAAA this month from the Interactive Advertising Bureau (IAB). “Today’s innovative OOH medium reaches consumers on the go as they interact with their mobile devices. Think big screens driving consumers to small screens. A digital strategy is incomplete without OOH.”

Bager will be aboard the OOH mobile lounge September 24 from Noon – 2p to chat with Advertising Week attendees about the industry campaign, OOH’s ability to amplify media plans, and her vision for the industry going forward. landing page

The OOH industry invites media professionals to visit to learn more about OOH’s capabilities and important proof points.

OOH is Real is a reimaging of the industry’s 2015 Feel the Real campaign, which also targeted advertising decision-makers. Since then, the US OOH industry has grown 10 percent to $8 billion.

OAAA Member Participation

OAAA invites members with OOH assets outside of New York to participate in this national campaign.

Creative assets are available in multiple formats to download and post.

OAAA has created a member toolbox with campaign talking points, top-line OOH proof points, and an overall campaign toolkit.

Social Media Support

OAAA will be on the ground at Advertising Week to capture photos and videos of the campaign and audience engagement.

Be sure to follow OAAA on Twitter @YourOAAA and use the industry standard #OOH to join the conversation. Share photos of the ads live and in real-time, highlighting the medium’s flexibility, contextuality, and ability to amplify.

OAAA Member Support

Financial support for the OOH is Real campaign is provided by Broadsign, Clear Channel Outdoor, Lamar Advertising, OUTFRONT Media, and Vector media. Donated media space and services have been provided by Branded Cities, Circle Graphics, Clear Channel Outdoor, Curb, Eye Corp, GSTV, HMN, Intersection, JCDecaux, Lamar Advertising. OUTFRONT Media, Vector Media, and Wrapify.

Visit to learn more.