Gail Chiasson, North American Editor
The Outdoor Advertising Association of America, the national trade association representing the $7 billion out-of-home advertising industry, announced today at its annual convention that it has conducted a competitive review to identify agencies to help it take its message directly to advertising and media professionals.
The objective of the review was to identify ways to motivate advertising and media professionals to think differently about today’s innovative and tech-driven OOH advertising and to communicate the power and potential of OOH in an increasingly digital, social, and mobile world.
PNYC (Partners + Napier NYC) has been selected as a creative partner to spearhead an integrated campaign targeting media and advertising professionals nationwide. The campaign will promote OOH as an effective driver of digital, social, and mobile advertising. The campaign will use paid, earned, and owned assets consisting of OOH advertising, digital and social media advertising, live events, and public relations. The effort will launch in the fall of 2015 to coincide with Advertising Week in New York City.
“The PNYC group’s strategy helped us crystalize the power of OOH and its distinct role in today’s increasingly digital advertising landscape,” says Stephen Freitas, chief marketing officer at OAAA. “PNYC won us over with its energy and commitment to OOH.”
Barton F. Graf 9000, New York, has been selected as a creative partner to develop an industry ad franchise promoting creativity in OOH. The campaign will target national, regional, and local advertising agencies across the United States. Set to launch in early 2016, the campaign will promote the unique creative power OOH delivers to advertisers. Barton F. Graf is an AdAge A-List agency, a Forbes Most Influential Agency, and a Fast Company Most Innovative Company. Agency founder Gerry Graf will serve as chief judge for the 2016 OBIE Awards program.
“Barton F. Graf is an appropriate partner to help communicate the creative impact of OOH within the agency world,” says Freitas. “They are big believers in OOH, and they’re well suited to tell OOH’s creativity story.”
Both efforts are being developed and funded by the OOH industry as part of a larger strategic effort to showcase OOH as an innovative, creative, and ubiquitous advertising medium that complements and drives other ad media in an integrated plan.
Nancy Fletcher, president and CEO of OAAA, says, “These advertising campaigns represent our ongoing commitment to elevate the role of OOH in the media mix. We are thrilled to be partnering with two extraordinarily talented advertising agencies that will help us achieve these goals.”
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90% of the US industry, based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7 billion annually in ad revenues and donates more than $450 million in space each year.
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