OAAA

Last week we hosted our Discover OOH Day in Denver, where nearly 100 local agency leaders, marketing professionals, and industry enthusiasts gathered for an afternoon of exploration on the latest research, case studies, and trends that prove the power and potential of OOH.

Big thanks to our sponsors - , , , , , , and - for making this such a successful event.

OAAA’s Discover OOH Series offers a unique opportunity for today’s ad industry leaders to gather, connect, and explore the strengths of OOH advertising. Learn more at the link in bio:

Last week we hosted our Discover OOH Day in Denver, where nearly 100 local agency leaders, marketing professionals, and industry enthusiasts gathered for an afternoon of exploration on the latest research, case studies, and trends that prove the power and potential of OOH.

Big thanks to our sponsors - Circle Graphics, Clear Channel Outdoor, Lamar Advertising Company, Mile High Outdoor Advertising, OUTFRONT Media USA, Project X Media, and Vector Media - for making this such a successful event.

OAAA’s Discover OOH Series offers a unique opportunity for today’s ad industry leaders to gather, connect, and explore the strengths of OOH advertising. Learn more here: https://oaaa.org/news-and-events/events/discover-ooh-series/

✨Record-breaking quarter and first half growth for out of home (OOH) advertising 

✨Out of home advertising revenue increased 3.4% in the second quarter of 2024 compared to the previous year, accounting for $2.78 billion. This marks the highest quarterly volume ever for OOH, propelling first-half growth to a 4.8% increase.

✨The Transit category generated the greatest growth against the second quarter of 2023, increasing by 13.7%. Digital OOH, which accounted for 34% of quarterly sales, increased 7.5% from a year ago.

More details on Q2 2024 results at the link in bio.

✨ Record-breaking quarter and first half growth for out of home (OOH) advertising ✨

Out of home advertising revenue increased 3.4% in the second quarter of 2024 compared to the previous year, accounting for $2.78 billion. This marks the highest quarterly volume ever for OOH, propelling first-half growth to a 4.8% increase.

The Transit category generated the greatest growth against the second quarter of 2023, increasing by 13.7%. Digital OOH, which accounted for 34% of quarterly sales, increased 7.5% from a year ago.

More details on Q2 2024 results: https://oaaa.org/news/out-of-home-advertising-continues-momentum-with-record-breaking-quarter-and-first-half-growth/

🏆 Call for entries for OAAA's 2024 OOH Media Plan Awards is now open!

These awards honor efficient and effective OOH and DOOH media plans that maximize the synergies between media and creative strategies and tap into the emotional fabric of society and promote inspiring messages that elevate the entire industry.

Deadline to submit is September 6, 2024: https://oaaa.org/about-us/awards/ooh-media-plan-awards/

As a seasoned Cannes Lions attendee and 2024 Outdoor Awards Shortlisting Juror, OAAA's Julie Thompson shares her perspective on the creativity and technological advancements driving the OOH industry and how OOH “is a creative’s candy store and a brand marketer’s dream” in her op-ed in The Drum.

Read the full article:

How OOH swept Cannes Lions & set a new creative bar: Insights from an outdoor jury member As a seasoned Cannes Lions attendee and shortlisting juror for the outdoor category this year, Julie shares that she got to witness the creativity and technological advancements driving the OOH industry.

We asked OAAA members and friends who attended this year's Cannes Lions Festival of Creativity to share the latest trends and their significance for the OOH industry. This compilation explores the impact of Cannes' hot topics on the OOH industry and advertising at large.

Check out the full roundup of top takeaways from this year's Cannes Lions International Festival of Creativity:

2024 Cannes Lions Takeaways for OOH - OAAA Earlier this month, OAAA’s President & CEO, Anna Bager, shared her thoughts in The Drum on why organizations should pay heed to the happenings at

"What intrigues me the most right now is the amazing talent that I am seeing coming into the OOH industry. Whether it be through our industry associations both locally and nationally, programmatic and digital partners, the audience measurement community or the creative think tanks, all are doing amazing work, and changing the way the industry is perceived, regulated and consumed. I believe our future is very bright and in good hands!"

This month our Across The Desk series, in partnership with The Drum, features Pudge Roberts, President of Coastal Outdoor Advertising, where he shares his message for brands that haven’t bought OOH before, what he thinks the next big thing is for OOH, and why OOH advertising is so important for brands to effectively engage in local communities.

Across The Desk with Coastal Outdoor's Pudge Roberts - OAAA Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This

OAAA is proud to partner with The Ad Council and National Highway Traffic Safety Administration NHTSA to launch The Heatstroke Prevention PSA Campaign.

This campaign reminds families of the dangers associated with a child being alone in a car as parked cars get hot, fast, and can be deadly. A child that has been forgotten or left behind in or gained access to a parked car can be at risk of heatstroke within minutes.

Help spread this important message this summer season by downloading and sharing the creative assets. Let's harness the influence and power of to inform and educate.

Heatstroke Prevention - OAAA Support Heatstroke Prevention PSAs The Heatstroke Prevention OOH inventory reminds families of the dangers associated with a child being alone in a car

📅 Mark your calendars and reserve your spot for our upcoming webinar "This Year, Next Year" on 7/17 at 2PM ET.

Get an in-depth look at GroupM's 2024 Midyear Advertising Forecast from GroupM’s Kate Scott-Dawkins & OAAA's Steve Nicklin.

Explore how external factors spanning technology, culture, government, and the economy will impact advertising over the coming months and years.

Register here: https://oaaa-org.zoom.us/webinar/register/2817195181431/WN_b8iCuYj-SQW3Qlu8v7JNTg

Watch the full session:

OAAA's Anna Bager joins Nestlé's Liz Caselli-Mechael, dentsuX's Leah Meranus, NewYork-Presbyterian Hospital's Devika Mathrani, Wasserman's Thayer Lavielle & The Female Quotient's Caroline Dettman in the at Cannes Lions International Festival of Creativity to discuss "Impact and Action: Lessons on Leadership."

https://www.linkedin.com/video/live/urn:li:ugcPost:7209582258783936512/?actorCompanyId=105971

One of the key features of the Cannes Lions International Festival of Creativity is the incredible out of home (OOH) executions that surround the Festival. OOH always shines and takes center stage at Cannes, whether that’s the signage outside the Palais, down the Croisette, or around the major hotels.

Amazon.com, MNTN, The Female Quotient, Criteo, Snapchat, Netflix, McDonald's, Instacart, Reddit, and Emirates are just a few of the dozens of brands leveraging OOH this week in the South of France.

You can’t take a step in Cannes without seeing great OOH in a variety of formats, underscoring the growing importance of the medium in the broader advertising ecosystem and its ability to deliver impactful and memorable campaigns.

The Female Quotient's at brings together industry leaders to share insights, spark action, and drive real change to change the equation and close the gender gap.

Join OAAA live or via livestream on LinkedIn on Thursday, June 20th at 5:30PM CEST for "Impact and Action: Lessons on Leadership." This panel will dive into harnessing leadership superpowers and how to achieve meaningful results in work and within your team, featuring:

🌟Anna Bager, President & CEO, OAAA
🌟Liz Caselli-Mechael, Global Head, Digital & Content, Corporate, Nestlé
🌟Thayer Lavielle, EVP, The Collective, Wasserman
🌟Devika Mathrani Chief Marketing & Communications Officer, NewYork-Presbyterian Hospital
🌟Leah Meranus, CEO, dentsu X, North America
🌟Moderated by: Caroline Dettman, Chief Marketing & Creative Officer, The Female Quotient

🏆 For the first time, OAAA is represented on the 2024 Cannes Lions International Festival of Creativity Outdoor Awards Jury. Our very own EVP & CMO, Julie Thompson, is serving as a member of the 2024 Outdoor Shortlisting Jury.

Joining an elite group of global experts, Julie will help set the creative benchmark for OOH advertising on the world stage. This marks a significant milestone for both OAAA and the U.S. OOH community.

Join OAAA on Monday, June 17th, at 7 PM CEST at the Monday Awards Show to honor the 2024 Outdoor Lions winners, along with the winners of the Pharma Lions, Health & Wellness Lions, Print & Publishing Lions, and Audio & Radio Lions.

*Festival badge required to attend
https://www.canneslions.com/festival/programme #/agenda/event/monday-awards-show-e1-58553

We are thrilled to partner with and participate in the Cannes Lions International Festival of Creativity moderating two impactful Future Gazers sessions inside the Palais next week.

⭐ Future Gazers Panel: Deepfakes and Disinformation, Tech & Experiences, Luxury Redefined featuring American Express' Amy Corner, McCann Paris' Nadia Tuma-Weldon, Omnicom PR Group's Erin B. Lanuti, moderated by OAAA's Anna Bager.
🗓️ Monday, 17 June | 3:45-4:30PM CEST | Forum, The Palais

⭐ Future Gazers Panel: Gen Z in China, Viral Ads, The Power of Gaming featuring Maximum Effort's Jill Lyons, Dentsu Creative's Chris Chen, Activision's Tyler Bahl, moderated by OAAA's Anna Bager.
🗓️ Tuesday, 18 June | 2:00-2:45PM CEST | Forum, The Palais

Learn more about our featured events and activations:
https://oaaa.swoogo.com/OAAA-Cannes-Lions-2024

Cannes Lions International Festival of Creativity is rapidly approaching and OAAA’s Anna Bager and Julie Thompson will be on the ground representing the entire OOH industry.

OAAA’s program includes moderating multiple official Cannes Lions Future Gazers sessions, participation on insightful panels with industry leaders in partnership with MediaLink and The Female Quotient’s Equality Lounge, and hosting a Thursday Night VIP Dinner Club co-hosted by Adweek and MediaVillage.org.

Additionally, for the first time, Julie Thompson will serve as a member of the 2024 Cannes Lions Outdoor Jury, marking a significant milestone for both OAAA and the U.S. OOH community.

Learn more about OAAA’s featured events and activations here:
https://oaaa.swoogo.com/OAAA-Cannes-Lions-2024

"Local advertisers and communities are the bread and butter of our industry. Brands know that paying attention to and engaging locally, and especially hyper-locally, not only moves the needle for them, but also builds trust and brand loyalty."

This month our Across The Desk series, in partnership with The Drum, features Bill Lodzinski, President & CEO of WV Outdoor, where he shares his message for brands that haven’t bought OOH before, what he thinks the next big thing is for OOH, and why OOH advertising is so important for brands to effectively engage in local communities.

Across The Desk with WV Outdoor's Bill Lodzinski - OAAA Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This

Discover the latest insights and rulings in OOH advertising law with OAAA’s Summer 2024 Legal Report.

This semi-annual members-only resource provides an in-depth analysis of recent regulatory changes, legal developments, and landmark court decisions.

Learn more: https://bit.ly/3x4krFw

🎓 Less than one week left to apply for the FOARE scholarship program. Deadline is Monday, June 10, 2024!

As part of its mission to fund research and education initiatives critical to the future of the OOH industry, FOARE awards scholarships to deserving students with this year's 5 general scholarships or 7 named scholarships, each valued at $5,000. Help support this mission by sharing the application and encouraging eligible students to apply.

Learn more about scholarship eligibility and criteria at: https://bit.ly/4aMMUO3

The 82nd Annual OBIE Awards book is now available for pre-order! This keepsake is a lasting tribute to the best OOH creative work of the past year and is 50% off for members.

Pre-order now at: https://bit.ly/3x0TwKM

"Without a common language framework, large ad buyers are incapable of comparing OOH to alternatives within their media mix models...Bringing OOH into contemporary frameworks will enable significantly greater exposure for it and make the medium tradeable.”

Andy Sriubas, OUTFRONT Media USA’s Chief Commercial Officer and Chair of the Media Rating Council’s OOH Committee, explores the transformative potential of a universal translator for contemporary OOH ad trading, emphasizing how the MRC's new OOH Measurement Standards plays a crucial role in building trust, driving efficiency and growing share for OOH.

A Universal Translator for Contemporary OOH Ad Trading MRC Publishes Measurement Standards for Out-of-Home Advertising

“Out of home's beauty is its proximity. We're also intercepting consumers when they're most likely to act.” - Steve Nicklin, SVP, Marketing and Analytics, OAAA

Steve sat down with EMARKETER's Sara Lebow to discuss the power and effectiveness of DOOH ads, highlighting our recent study with The Harris Poll that found that 73% of US consumers view DOOH ads favorably and 76% of recent DOOH viewers took action after seeing an ad.

“This impressive growth in OOH ad spend signals a healthy economy and reflects marketers’ increasing appreciation for the effectiveness and impact of OOH. The OOH industry’s record-breaking figures serve as a strong endorsement." Anna Bager, President & CEO

Street Fight Magazine highlights OAAA's Q1 2024 revenue report spotlighting the highest first quarter volume in the history of OOH, and our recent The Harris Poll study which found that DOOH is more likely to spur consumer action than any other competing ad media.

Apple, McDonald’s Lead Rise in Q1 OOH Ad Spend |Street Fight OAAA reported that 2024 OOH ad spend rose 6.8% in Q1 to the tune of nearly $2B compared to the same period in 2023, a highest-ever first quarter volume increase

Navigate the complex landscape of cannabis advertising with the OAAA's newly updated Cannabis Legalization and Regulation Map. This resource offers members essential information on one of the OOH industry’s fastest-growing product categories over the past decade.

As states evolve their perspectives on medicinal and recreational legalization, we are committed to providing a clear summary of the changing laws and regulations for our members. Andy McDonald, OAAA's SVP, Government Affairs, recently shared insights on these updates with Billboard Insider.

To read the full article, visit: https://billboardinsider.com/oaaa-cannabis-map-a-valuable-resource-to-guide-members/

Members can access the Cannabis Legalization and Regulation Map at: https://oaaa.org/policy-advocacy/cannabis-legalization-and-regulation-map/

Connect with OAAA at Cannes Lions International Festival of Creativity from June 17 - 21, 2024!

We'll be representing the OOH industry at the world's largest advertising gathering, celebrating creativity and innovation. Our participation includes insightful panels with industry leaders, official Cannes Lions thought leadership sessions, serving on the Cannes Lions Outdoor Awards Jury, and our Annual Thursday Night VIP Dinner.

Will you be there? Set up a meeting with us or to learn more about our featured events here: https://share.hsforms.com/1DQHqbC9qSUC03yWWev-IsQc3wj0

OAAA is proud to team up with The Ad Council to support Feeding America’s “Ending Hunger” PSA campaign.

The campaign drives audiences to an immersive WebAR experience that allows consumers to connect to Feeding America’s mission of ending hunger and explore different ways to take action.

OAAA members can help spread the message by downloading and sharing the creative assets at: https://oaaa.org/resources/ending-hunger-feeding-america/

In Q1 2024, OOH ad spend saw the highest volume for a first quarter in OOH history, growing 6.8% and accounting for nearly $2B in revenue.

Transit advertising led the growth among the four OOH categories, surging by 18.8%, followed by Place-Based, which grew by 12.7%. DOOH advertising represented over 32% of total sales, and saw a 10.3% increase compared to the previous year.

Learn more: https://oaaa.org/news/out-of-home-ad-spend-sees-highest-ever-first-quarter-volume-up-6-8-in-q1-2024/