by Andy McDonald, SVP, Government Affairs, OAAA
Prioritizing safety has always been imperative for the Out of Home (OOH) advertising industry. OOH execution requires teams to operate at heights, in proximity to roadways, power lines, and heavy equipment — conditions that demand rigorous training, clear standards, and a culture committed to preventing injuries. The Out of Home Advertising Association of America, Inc. (OAAA) has reinforced that priority for more than a century, identifying safety as one of its foundational values and working closely with federal and state agencies to promote safe operations across the entire industry.
Today, OOH companies wrangle with faster installation cycles, digital displays, complex electrical systems, real-time diagnostics, and data-driven operations. These advances improve efficiency and expand creative possibilities, but they also introduce new operational exposures that require updated training, procedures, and oversight. OOH companies must blend traditional safety practices, such as fall protection, ladder protocols, rigging standards, and electrical safeguards, with emerging technology that is reshaping how operations teams work.
As safety and technology become increasingly interconnected across OOH operations, OAAA’s Safety & Technology Summit brings those conversations together in one place. The industry event takes place March 24–25, 2026, in St. Louis. The Summit evolved from OAAA’s long-standing Safety Seminar and reflects the growing need to bring safety leaders, operations teams, and technology experts together in a single forum. The Summit expands discussions beyond operational safety to explore how new tools, data systems, and digital processes are transforming both the risk environment and the operational effectiveness of OOH organizations.
The industry’s shift toward digital and technology-enabled operations is one of the primary reasons safety practices must keep pace. Digital billboards, for example, require teams to manage complex electrical systems, LED components, monitoring equipment, and software interfaces. Technological advancements can improve reliability and increase efficiencies but require updated operational standards, specialized maintenance procedures, and for employees to be trained in new competencies.
OAAA’s Safety, Standards & Technology Committee (SST) plays a central role in tracking these developments and shaping industry guidance. SST Committee includes leaders from OOH companies who work collaboratively to share best practices, strengthen voluntary operational standards, and influence regulatory policies that support both innovation and safety. Their work ensures the OOH industry stays aligned with evolving regulations and helps companies adopt modern safety approaches that reflect emerging technologies.
The integration of technology is not just changing how assets are built and maintained, it is improving the safety culture itself. Data-driven monitoring and communication platforms allow for faster reporting, better hazard tracking, and real-time coordination between operations field teams and management. Technology is enabling companies to identify trends, target high-risk activities, and deploy corrective actions more quickly than ever before.
Ultimately, the OOH industry recognizes that operational excellence and safety excellence are inseparable. As technology reshapes the sector, events like the OAAA Safety & Technology Summit underscore a shared commitment to protecting workers, strengthening operations, and ensuring the industry continues to innovate responsibly. It’s an essential forum to stay ahead of change, strengthen teams, and lead the next chapter of OOH operations. Through collaboration, updated standards, and a culture that elevates safety at every level, the OOH community is advancing toward a future where cutting-edge technology and best-in-class safety practices progress hand-in-hand.
Published: February 6, 2026