OAAA and the OOH industry 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 launched during Advertising Week New York, 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 said, “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 served as OOH’s mobile lounge experience during Advertising Week. Attendees could 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.
“OOH is a literal stake in the ground,” said OAAA’s new president and CEO Anna Bager, who came to OAAA in September from the Interactive Advertising Bureau (IAB). “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.”
Bager was aboard the OOH mobile lounge September 24 from Noon – 2p to chat with Advertising Week attendees about the industry campaign, OOH’s ability to amplify media plans, and her vision for the industry going forward.
The OOH industry invites media professionals to visit oohisreal.org to learn more about OOH’s capabilities and important proof points.