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New Campaign Demonstrates the Reality of OOH Advertising
‘OOH is Real’ Surrounds, Immerses Advertising Week New York Attendees
September 23, 2019 (New York, NY) – The Out of Home (OOH) advertising industry, led by the Out of Home Advertising Association of America (OAAA), 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, hypertargeting 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.”
The OOH industry invites media professionals 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.
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.
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The Out of Home Advertising Association of America (OAAA) is the national trade association for the $8 billion US out of home advertising (OOH) industry, which includes digital out of home (DOOH), and is comprised of billboards, street furniture, transit advertising, and place-based media.
Comprised of 800+ member media companies, advertisers, agencies, ad-tech providers, and suppliers that represent over 90 percent of the industry. OAAA is a unified voice, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States.
OAAA-member media companies donate over $500 million in public service advertising annually. Every year, the industry celebrates and rewards OOH creativity via its renowned OBIE Awards (obieawards.org). For more information, please visit oaaa.org.