Bold Ideas Need a Bold Platform to Push Out-of-Home Advertising Forward

By Sudipto Ghosh On Sep 26, 2018

Bold Ideas Need a Bold Platform to Push Out-of-Home Advertising Forward — Courtesy, via OAAA Creative Time

Out of Home (OOH) Industry Welcomes Advertising Week Attendees with Responsive, Socially Enabled #GetOutofHome Campaign

The Outdoor Advertising Association of America (OAAA) and its members have initiated a national out of home (OOH) campaign designed to inspire and excite the ad industry about OOH’s power, value, and significance in today’s digital world. #GetOutofHome will run across more than 50,000 OOH sites, including 27 digital screen networks, in 30 major US markets, in the coming weeks.

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Created by Publicis New York, the campaign features ad industry icons, young creative thinkers, and social media influencers touting the value of OOH as a great media amplifier. As part of the activity, a real-time Digital OOH campaign will run alongside Advertising Week NY (1-4 October) inviting attendees to engage in the conversation via the hashtag #GetOutofHome.

At the time of this announcement, Stephen Freitas, OAAA’s CMO said, “Today’s advertising creatives and media planners grew up with the internet in the palm of their hands; they get digital media and push it forward. We want to show them some ideas are too big to stay trapped online. Bold ideas need a bold platform.”

Produced by Grand Visual, the dynamic creative will include live commentary, tweets, and Instagram posts published directly to digital screens across New York City.

OpenLoop, the real-time campaign management and distribution platform from ad tech provider, QDOT, will deliver the live commentary and buzz from Advertising Week’s online social engagement to screens across NYC in a showcase that highlights the medium’s flexibility and relevance.

Ben Putland, MD of QDOT, said, “The technology and ad tech systems are now in place to make the delivery of real-time creative across multiple digital OOH networks seamless. Flexible, contextual messages complement the broader static campaign whilst responding to social triggers and encouraging people to participate online.”

Josh Horn, Creative Director, Publicis New York, commented, “OOH has become the ultimate stage for brands to get their message seen. It’s contextual, measurable and responsive. We wanted to celebrate its power to amplify today’s best campaigns.”

Currently, The Outdoor Advertising Association of America (OAAA) is the national trade association for the $7.8 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).