CARLSBAD, CA. – May 2, 2024 – The Out of Home Advertising Association of America (OAAA) and Geopath unveiled the winners of the 9th Annual Local Case Study Awards during OAAA’s 2024 OOH Media Conference held in Carlsbad, CA. Since its inception in 2016, the Local Case Study Awards have recognized outstanding OOH campaigns that drive measurable results for local businesses.

Reflecting the continued evolution of OOH as a strategic marketing tool, this year’s competition attracted dozens of submissions, showcasing the creativity and effectiveness of OOH advertising across the nation. The winning campaigns, spanning diverse industry sectors, leveraged data-driven insights to craft impactful strategies and produce impressive campaign performance.

The coveted Grand Prizes of the 2024 Local Case Study Awards were awarded to  Mark Hobbs from OUTFRONT Media for his work with Icelandair, and Kathy Crowley from Lamar Advertising for her work with The Masonic Grand Lodge of Rhode Island. Both recipients were honored with an all-expenses-paid trip to OAAA’s 2024 OOH Media Conference to accept their awards on stage and share insights about these highly successful campaigns with industry peers.

Icelandair

Icelandair, the national airline of Iceland, aimed to enhance awareness, consideration, and sales among Boston consumers for their “Iceland: Around the Corner Festival.” To achieve this, the airline implemented a strategic 3-day immersive event in Boston, creating an opportunity for attendees to experience the essence of the “Land of Fire and Ice” through exhibits, live music, giveaways, and more.

The event, which was sold out each day, saw significant interest and engagement generated by the campaign, seeing  substantial organic reach of 493,000 from social media posts, excluding influencers and partners. Tracking efforts revealed 1,781 QR code scans from the OOH creative, indicating a high level of audience engagement and interest in the festival. Overall, the campaign successfully generated buzz and drove attendance to the event, showcasing its effectiveness in promoting cultural experiences and attracting audiences by combining immersive experiences with targeted OOH advertising.

The Masonic Grand Lodge of Rhode Island

The Masonic Grand Lodge of Rhode Island wanted to generate interest from men in the Providence, RI area who might want to become members of their Freemason organization. To maximize reach on a small budget,  they chose billboards due to the low CPM and target audience geographic coverage. They also wanted to be able to measure the effectiveness of using OOH, so they incorporated a unique website in their billboard ad to quantify website visitation.

The Masonic Grand Lodge of Rhode Island reported 516 visits to their designated website page, which was exclusively advertised on their billboard. The CPM for their target audience of Men 18+ was under $5, indicating cost-effectiveness and strong engagement. This outcome underscores the effectiveness of their billboard campaign in driving online traffic and engaging the target demographic

In addition to the Grand Prize winners, five finalists were also recognized:

Visit our library of Local Case Studies to see how brands are using OOH to drive impactful results for local businesses.

Space Invaders “World Defense” 45th Anniversary Immersive AR Created By Taito, Google, Unit9, and OUTFRONT XLabs Takes Home Top Award

NEW YORK, May 1, 2024 /PRNewswire/ — The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire out of home (OOH) advertising industry, today announced the winners of the 82nd annual OBIE Awards. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence, shining a light on the most creative and innovative work across the out of home space and signaling the future for the industry.

The OBIE Awards were co-hosted by OAAA’s EVP of Strategy & Growth Jeff Jan and Digital Prophet & Industry Luminary David Shing. The awards were presented during an in-person ceremony held at the 2024 OOH Media Conference in Carlsbad, CA. Winners were revealed across five tiers: Platinum, Gold, Silver, Bronze, and Craft, along with recipients of a new Student OBIE Awards and the OBIE Hall of Fame.

“From spectacular digital signage and inventive transit takeovers to eye-popping billboard campaigns and state-of-the-art AR and experiential programs, this year’s OBIE Award winners truly raised the bar for what our medium is capable of today,” said Anna Bager, President and CEO, OAAA. “We’re excited to celebrate this talented group of creative thinkers and innovators who are pushing the limits on what’s possible and helping move our industry forward.”

This year’s top honor, the Platinum OBIE Award, went to a collaborative effort between Taito, Google, Unit9, and OUTFRONT XLabs for the Space Invaders “World Defense” 45th Anniversary Immersive AR experience, an interactive game where players worked together to save the planet. The experience uniquely harnessed the innovative potential of digital out of home to bring digital battles to the real world and reach players across the globe.

In addition to key awards, this year’s OBIE Hall of Fame award, which was voted on by OAAA’s membership, went to Dunkin’ for their consistently exceptional creative work and continued investment in OOH over the years. For decades, Dunkin’ has relied heavily on OOH to create buzz, build awareness, and drive sales. With its reputation for fun, witty and often quirky campaigns that are heavy on imagery and short on copy – perfect for the larger-than-life canvas the medium provides – Dunkin’s keen understanding of OOH is sure to keep the brand relevant for many more years to come.

Gold OBIE Awards were presented in the following categories:

3D Anamorphic Digital [NEW]

Buzzworthy

Custom Installation

Integrated Multi-Media

Interactive (Online Integration)

International

Local [NEW]

Automotive

Consumer Products & Goods

Consumer Services

Direct to Consumer

Fashion & Luxury Goods

Film & Media

Live Entertainment, Events & Gaming

Public Service & Nonprofits

Transit

Combined Multi-OOH Formats

Murals [NEW]

SILVER Winners:

3D Anamorphic Digital [NEW]

Buzzworthy

Contextual

Custom Installation

Integrated Multi-Media

Local [NEW]

Consumer Products & Goods

Fashion & Luxury Goods

Live Entertainment, Events & Gaming

Public Service & Nonprofits

Transportation, Travel & Tourism

Billboards

Combined Multi-OOH Formats

Murals [NEW]

BRONZE Winners:

3D Anamorphic Digital [NEW]

Contextual

Custom Installation

Experiential (Physical Presence)

Holographic & Projection [NEW]

Integrated Multi-Media

International

Local [NEW]

Automotive

Consumer Products & Goods

Consumer Services

Direct to Consumer

Film & Media

Healthcare [NEW]

Public Service & Nonprofits

Retail

Transportation, Travel & Tourism

Billboards

Street Furniture

Transit

Combined Multi-OOH Formats

Murals [NEW]

CRAFT Winners:

Copywriting

Illustration

Photography

STUDENT OBIE Winners:

As the newest addition to this year’s awards program, the Student OBIE Awards looked to recognize the best and brightest of up-and-coming talent in the out of home industry. These students’ work is exemplary of the creative and technological advancements within the OOH medium. Student OBIE Awards were presented to:

GOLD: Luke Maksymetz, Kendall College of Art and Design for Don’t Be Scared. Be PreEP-ared.

SILVER: Sarah Schafer, Kendall College of Art and Design for Stay Safe Out There

BRONZE: Central Michigan University Graphic Design Class of 2023 for Out of Place – The Place to Be

OBIE Award winners were hand-picked by a distinguished panel of jurors, led by Jaime Robinson, co-founder and Chief Creative Officer of JOAN. This year’s jury included:

“It was an honor to get a front-row seat to the creativity and innovation defining the out of home space at the moment. This year’s OBIE winners not only show us how the OOH medium has evolved but where it’s going,” said Robinson. “This year’s winners did what only great OOH can do best — reminded us we’re alive in the world, and that it’s a beautiful and exciting thing to be here.”

About OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. To learn more, visit oaaa.org.

Media Contact
Christine Galetto
DiGennaro Communications
[email protected]

NEW YORK, April 23, 2024 /PRNewswire/ — The Out of Home Advertising Association (OAAA), the premier trade group representing the entire out of home (OOH) advertising industry, announced today that Michael Kassan will join its lineup of dynamic speakers at the 2024 OOH Media Conference taking place April 29 – May 1 in Carlsbad, Calif.

In a fireside chat with Anna Bager, President & CEO of OAAA, Kassan will discuss his love for the out of home industry, his background and experience with the medium, and the vision and opportunity he sees for its future. He will also share his view on the future of marketing and what is next for him post-MediaLink.

“It’s an exciting time for the OOH industry and the noteworthy thought leaders we’ve convened at this year’s OOH Media Conference is reflective of our moment,” said Bager. “Attendees will undoubtedly benefit from hearing Michael’s vision for the industry, as well as his first-hand experiences with out of home.”

Kassan is the founder of MediaLink, the media and marketing industry’s most trusted and connected strategic advisory firm, specializing in identifying areas of opportunity, optimization, and growth for its clients. He also served as President & CEO of Initiative Media prior to founding MediaLink in 2003. 

Kassan currently serves as Chair of the UJA-New York Marketing Communications Committee, as well as on the boards of the American Advertising Federation, the Ad Council, the Hollywood Radio and Television Society, Project Healthy Minds, and Big Brothers Big Sisters of America. He is also a member of the board of trustees of The Whitney Museum of American Art and previously served as Chairman of the California State Senate Select Committee on the Entertainment Industry. His accomplishments as a leader in the media and advertising industries have garnered him many recognitions, including being named as one of the top media executives in Ad Age.

The 2024 OOH Media Conference will convene thought leaders, advertisers, agencies, media owners and creators to participate in several tracks of curated programming, workshops and networking sessions. This year’s programming will underscore the conference theme, “Our Moment,” highlighting the significance of unity during this transformative era for OOH. In addition to Kassan, OAAA has announced a slew of speakers for its tentpole conference, including:

For more information on the 2024 OOH Media Conference and to register, visit oaaa.ooh2024.com.

About the OAAA 2024 Media Conference
More than 1,000 attendees are expected at OAAA’s 2024 OOH Media Conference, a vital gathering point embodying the spirit of collective ambition and unity. The three-day event will feature dozens of speakers representing all aspects of the industry, including several tracks of curated programming, workshops, and networking sessions. This year’s theme, “Our Moment,” shifts focus from individual accomplishments to the power of community, collaboration, and shared experiences within the OOH industry. The theme underscores the importance of unity among advertisers, agencies, and media owners. It advocated for a collaborative approach to overcoming industry challenges and propelling a shared vision for the future of OOH advertising. Early bird rates end February 23, 2024. To learn more about the OOH Media Conference, visit https://oaaa.ooh2024.com/.

About OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. To learn more, visit oaaa.org.

Senior Executives from Sony Music, Olipop, nutribullet, Big Brothers Big Sisters of America and More Are Slated to Take The Stage to Highlight Out Of Home’s Transformation and Future Outlook

NEW YORK, N.Y. – DECEMBER 12, 2023 – The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire out of home (OOH) advertising industry, has opened registration and announced the first round of speakers for its annual OOH Media Conference taking place at the Omni La Costa Resort in Carlsbad, Calif., April 29-May 1, 2024. 

Senior executives from across the OOH industry, as well as the larger marketing and media ecosystem, will gather next spring to explore the current era of transformation for the OOH industry and the importance of collaboration to further the industry’s growth. Themed “Our Moment,” the three-day conference will share success stories and playbooks for the future, find common ground on complex issues, develop collective solutions, and coalesce around an industry narrative that not only highlights past achievements but also sets the stage for future growth and innovation. 

“It is a pivotal time for the OOH industry. We’ve navigated through challenging times and built a solid foundation for an even healthier, faster growing industry,” said Anna Bager, President & CEO, OAAA. “As the OOH industry stands at the threshold of a new era, this leadership conference calls upon all stakeholders to join and contribute to this pivotal moment – a moment that defines our collective journey and shapes the future of OOH advertising.” 

Notable speakers announced to date include: 

The OOH Media Conference will ultimately have dozens more speakers representing all aspects of the industry on its stages, including several tracks of curated programming, workshops and networking sessions. This year’s programming will underscore the importance of unity among advertisers, agencies, and media owners – advocating for a collaborative approach to overcome industry challenges and propel a shared vision for the future of OOH.

Register today to take advantage of early bird pricing, which ends Friday, February 23, 2024.

About the OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City.

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Media Contact:

Christine Galetto

DiGennaro Communications

[email protected]

Honoring out of home excellence in cities large and small

NASHVILLE, TN. – March 29, 2023 – The Out of Home Advertising Association of America (OAAA) and Geopath announced the winners of the 8th Annual Local Case Study Awards at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN, this week. Since 2016, OAAA and Geopath have honored OOH campaigns that inspire consumers to make a quantifiable impact on local businesses.

The Local Case Study Awards are proof that OOH is consistently being used as a strategic media element, and this year’s highly competitive contest generated over 90 entries. The 2023 contest winners, representing a broad array of product categories, all incorporated data to strategically plan and analyze the effectiveness of their clients’ OOH campaigns.

This year, the Grand Prize was awarded to Jenny Cohen at OUTFRONT for Poppi and Ward Farrell at Lamar Advertising Company for Mahalo Heating. Both were granted a free trip to attend the OAAA/Geopath OOH Media Conference to receive their awards.

OUTFRONT for Poppi

With a mission to create a culture of health and happiness by reimagining the soda experience, Poppi wanted to establish its position as #1 in the prebiotic soda category and to accelerate growth. As a digitally native brand that has historically made its mark through social and digital ads, Poppi was looking to create awareness in an impactful way that unified all marketing efforts.

With the contribution of OOH, Poppi generated over $1M in sales within a week, becoming the only consumable product to reach Amazon Prime’s Lightning Deals page during their Prime Day event in 2022. Several content creators and their community shared their OOH units (organically), garnering 29.1M impressions and 95.5M reach.

Lamar Advertising Company for Mahalo Heating

Mahalo, an HVAC company based in Roseburg, Oregon, was unsatisfied with the results of a heavy television campaign they used as a staple of their advertising. They were paying for placement in a larger market in order to reach their local community, meaning much of the exposure was wasted. Due to stagnant sales, the client turned to OOH advertising to grow their business.

Sales from the financing offer used in this campaign rose from $469K in 2020 to over $1.4 million in 2021 – the first year they used billboards. This past year, their sales grew another 21% to $1.7 million.

“These local case studies offer the verifiable proof that OOH works for brands and budgets of all sizes in cities large and small,” said Anna Bager, President and CEO, OAAA. “They also demonstrate how OOH continuously evolves with the ever-changing ad marketplace to generate impressive quantifiable results for clients.”

In addition to the Grand Prize winners, four finalists were also recognized:

Visit our library of Local Case Studies to see how brands are using OOH to drive impactful results for local businesses.

20th Century Studios for “Avatar: The Way of Water” campaign created by Disney takes home the Gold and Platinum OBIE Awards

NASHVILLE, TN. – March 28, 2023 – The Out of Home Advertising Association of America (OAAA) today announced the 81st Annual OBIE Award winners. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence: spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home (OOH) industry. This evening, OAAA presented 29 awards during a live ceremony held at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN. Winners in the Bronze, Silver, Gold, and Platinum tiers were revealed, along with recipients of the Craft and Hall of Fame awards.

“The OBIE Awards, also known as the advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design, is a special time to acknowledge the most innovative and impactful campaigns we experienced in the last year,” said Anna Bager, President and CEO, OAAA. “We are proud to support and celebrate all of the talented individuals who continue to reimagine public spaces as open canvases that celebrate art and humanity.”

This year’s top honor, the Platinum OBIE Award, went to 20th Century Studios for “Avatar: The Way of Water” for its exceptional work in their larger-than-life fantasy adventure ubiquitous across multiple venues and experiences. After a 13-year wait, “Avatar: The Way of Water” made OOH their storyboard and transported audiences back to Pandora, a creative concept deserving of an epic OOH campaign.

Avatar Day, a global trailer release, was highlighted by a Times Square takeover of 40+ screens featuring creatures flowing around the bowtie. The dazzling light show included a spectacular Niagara Falls takeover using holographic projection, custom lighting, and a 600-drone aerial show. The effort was part of the largest-ever anamorphic 3D campaign extending across 13 iconic locations worldwide. The campaign also included OOH media throughout NY, LA, and SF, in-mall media, and digital bulletins in over 20 markets. Raking in close to $900 million in just the first 10 days, “Avatar: The Way of Water” became the highest-grossing movie in 2022.


Gold OBIE Awards were also presented to:

Silver OBIE Awards were presented to:

Bronze OBIE Awards were presented to:

Craft OBIE Awards were presented to:

The OBIE Hall of Fame went to Netflix for their consistently exceptional creative work and continued investment in OOH over the years.

OBIE Award winners were chosen by a distinguished panel of jurors, led by FCB New York Co-Chief Creative Officer Gabriel Schmitt.

The jury included:

“It was a blast to help judge and now celebrate the creativity and innovation of the best out of home work in the industry,” said Jury Chair Gabriel Schmitt. “Hopefully, this body of work sets the tone of what the category can do.”

 More than 1,000 people congregated in Nashville for the OAAA/Geopath OOH Media Conference March 27-29, 2023, to tackle tough topics facing the industry, embrace the enduring strength of OOH, and set the stage for a bold future together.

72 speakers took the stage – both big and small, tracks and townhalls – to discuss everything from breaking through the generational divide to challenging the status quo, building a more diverse and equitable industry and supporting high-growth brands. Special thanks to our partners who were instrumental in bringing this industry-leading event to life.

NASHVILLE, TN. – March 16, 2023 – The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire out of home (OOH) advertising industry, announced three high-profile keynotes as part of its upcoming 2023 OAAA/Geopath OOH Media Conference, taking place March 27 – 29, 2023, in Nashville, TN. With celebrated country music artist Tyler Hubbard, brand marketing industry veteran Kevin McLaughlin, and renowned humanitarian and leader in international development Hugh Evans, this year’s keynote speakers exemplify how the out of home industry has broken down traditional boundaries and continues to expand its influence.

“The entire out of home ecosystem is experiencing a renaissance of creative and technical innovation,” said Anna Bager, President and CEO, OAAA. “This year’s conference promises to be eye-opening, bringing together marketers and advertising leaders who are driving growth and shaping the future of OOH.”

These keynotes will be part of an action-packed, three-day conference agenda exploring the theme of “OOH’s BreakThrough.” Attendees will learn about emerging OOH technologies and advances that are breaking down the physical-digital divide and will hear from top thought leaders on how the OOH industry is currently breaking through the noise and overcoming traditional OOH misconceptions and obstacles.

In addition to these headliners, the line-up includes industry innovators, brand luminaries, and OOH pioneers, including:

For more details or to register, please visit oaaa.ooh2023.com.

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