Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America (OAAA) has announced the launch of its latest awareness campaign aimed at increasing consideration for Programmatic Out of Home advertising. The campaign, centered around AdExchanger’s Programmatic I/O event at the Marriott Marquis Times Square from September 22-25, seeks to showcase the unmatched flexibility, scalability, and targeting capabilities of programmatic OOH to a key audience of digital media buyers.
The campaign was conceived and developed by OAAA’s Programmatic Working Group, an extension of the Automation & Programmatic Committee. The group collaborated to identify the key benefits of activating OOH programmatically, define the campaign parameters, and shape the overall messaging and creative concept.
The campaign strategy targets attendees within a three-block radius of the event venue, delivering engaging messaging across nearby digital OOH inventory. The creative style incorporates dynamic typography and bold colors to highlight the key benefits of programmatic OOH, including access to premium inventory, advanced targeting capabilities, omnichannel integration, and performance measurement.
“We’re thrilled to bring programmatic OOH to the forefront of the conversation at one of the digital industry’s most significant events,” said Anna Bager, President & CEO of OAAA. “Our campaign is designed to educate digital buyers who may not fully understand the value of programmatic OOH. With unmatched targeting capabilities, scalability, and performance measurement, programmatic OOH offers a unique opportunity for brands to engage their audiences in innovative ways.”
Key elements of the campaign include:
- Creative Approach: Playful, vibrant designs to attract attention and communicate the benefits of programmatic OOH in an engaging manner.
- Messaging: Focusing on the scalability, flexibility, and performance measurement capabilities of programmatic OOH.
- Call to Action: Encouraging attendees and digital buyers to explore more at FlexYourOOH.com and discover how programmatic OOH fits into their media strategies.
OAAA’s Automation & Programmatic Committee Co-Chairs, Leslie Lee, SVP of Marketing at Vistar; Andy Sriubas, Chief Commercial Officer at OUTFRONT; and Ari Buchalter, CEO at PlaceExchange, added, “We’re excited to launch this initiative designed to highlight the unique advantages of programmatic OOH to digital strategists, buyers, tech and media decision-makers who may not yet fully realize its potential. By running this campaign around Times Square during AdExchanger’s Programmatic I/O event, we aim to meet audiences where they are, alongside other digital channels, quickly and effectively across all OOH format types. With messages that speak to the entire advertising, media, and technology industry, we hope to broaden understanding and adoption of programmatic OOH benefits, showcase its value in the modern media landscape, and have some fun with the art & copy.”
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