Adrian J Cotterill, Editor-in-Chief
The Out of Home advertising industry, led by the Out of Home Advertising Association of America (OAAA), this week 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 #AWNewYork, 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 told us “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.
New president and CEO Anna Bager, who came to OAAA this month from the Interactive Advertising Bureau (IAB) said “OOH is a literal stake in the ground. 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 visit oohisreal.org 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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