Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America (OAAA) has announced the winners of its annual OOH Media Plan of the Year Awards at the 15th annual Ad Club Out-of-Home: Now event in New York. This year’s OOH Media Plan of the Year went to Rapport for its work with the NBA for the 2022 postseason campaign ‘Taking it to the Streets’.
The first-to-market digital campaign for the NBA’s 75th Anniversary Postseason was rooted in data, technology and social integrations and included storytelling that engaged players, fans, celebrities, and influencers.
The OAAA’s OOH Media Plan Awards were created to recognize the essential role media planning plays in the development of successful OOH campaigns. The award program underscores how the elements of good creative design, thoughtful placement of messages, and proper allocation of budgets unite to produce an outstanding communications strategy.
“Technology and innovation continue to transform the role OOH can play in an omnichannel marketplace,” said Laura Brandes, Group Director, Rapport. “The utilization of programmatic DOOH allowed the NBA to instantaneously activate DOOH screens in Playoff team markets as they advanced, while amplifying their message with localized real-time content. The NBA was the first brand to integrate numerous creative messages at scale across the DOOH ecosystem, in a fully automated capacity – demonstrating the true power of dynamic creative optimization. As a result, a lift was seen across the board in tune-in intent, consideration, awareness, and Finals viewership.”
Juan Colon, Vice President, Media Strategy and Planning at NBA, added “This forward-thinking approach to DOOH allowed the NBA to highlight pivotal moments throughout the Playoffs which helped build excitement and create a must-see factor. It was also a chance to connect with our Fans in a way that was personalized, real-time and larger-than-life.”
Other OAAA OOH Media Plan Awards campaign wins include:
Gold Award Winners
· “Jellysmack” from NPRP Media
· “NBA Postseason Taking it to the Streets” from Rapport
· “Oscar Mayer” from Colossal Media + Publicis
· “Paper 2022 Brand Campaign” from Rapport + Mediahub
· “Target” from Vistar Media
Silver Award Winners
· “Alamo Beer Company” from Clear Channel Outdoor + Alamo Beer Company
· “Betterment” from Vistar Media
· “Travel Like a Panther” from Clear Channel Outdoor, Airports + Georgia State University
· “Costa Rica Tourism Board” from Colossal Media + MMGY
· “Wingman” from Wingman
“Our industry continues to demonstrate excellence and innovation and that was clearly evident in this year’s winning campaigns,” said Anna Bager, President and CEO, OAAA. “My congratulations to all of the award winners for their ingenuity, the value they bring to consumers, and the examples they set for all of our members, along with their clients and partners.”
Winners of the OAAA Media Plan of the Year Awards were chosen by a jury of distinguished industry leaders:
Ashwini Karandikar, Executive Vice President, Media, Technology, Data, 4A’s
Michael Lieberman, CEO, US, Kinetic Worldwide
Billy Long, Executive Vice President, OOH Practice, Account Management, Publicis Media
Justin Symons, Group Media Director, Project X (PJX)
For a roundup of the winning submissions click here.
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