OAAA leadership on association news and industry insights for the out of home (OOH) professional

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State of the OOH Industry: Embrace the Target

Nancy Fletcher | May 16th, 2017

Advances in industry storytelling, creative impact, customer experience, and industry stewardship. May 16, 2017 It’s hard for me to believe, but this is the 25th year I’ve had the privilege to report on the State of...

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A Burst of New Research Proves the Power of OOH

Nancy Fletcher | May 1st, 2017

May 1, 2017 My Turn A burst of new research proves the power of OOH to deliver value in a media landscape tilted to digital (desktop and mobile). In 2016, mobile overtook desktop spending, and for the...

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The OOH Creative Testing Tool 2.0 is Live

Nicole Hayes | April 24th, 2017

The OOH Creative Testing Tool, launched in May 2013, is one of the most popular resources available to OAAA members. Now, nearing its four-year anniversary, the tool has been accessed more than 30,000 times. To celebrate,...

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How Far We’ve Come in the Last 25 Years

Nancy Fletcher | April 20th, 2017

Over the Easter holiday weekend, I enjoyed a pleasant Twitter exchange with Douglas Watts, strategic communications consultant and president of Urban Media Group. As you will see in the tweets below, I thanked him for his...

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MOUNTAIN VIEW, CA - SEPTEMBER 25:  A Google self-driving car is displayed at the Google headquarters on September 25, 2012 in Mountain View, California.  California Gov. Jerry Brown signed State Senate Bill 1298 that allows driverless cars to operate on public roads for testing purposes. The bill also calls for the Department of Motor Vehicles to adopt regulations that govern licensing, bonding, testing and operation of the driverless vehicles before January 2015.  (Photo by Justin Sullivan/Getty Images)

OOH in a Self-Driving America

Paul Cook | April 18th, 2017

April 18, 2017 Fully automated vehicles (AVs) are the future of transportation and mobility in America and will be a disruptive force across the economy. A new report explores the trend toward automated driving. How long...

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2017 CPM Media Inflation Projections

Steve Nicklin | March 27th, 2017

MAGNA’s CPM projections for 2017 are detailed in the chart below. TV and digital are the big drivers of the total media average CPM increase of 7 percent for 2017, while OOH continues to demonstrate good...

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Lights… Action! Billboards Showcase Environmental Progress

Ken Klein | March 20th, 2017

SPRINGFIELD, OR — When driving the cross-town freeway (Interstate 105), second-generation billboard owner Chris Zukin spots environmental progress, in lights.  Zukin, general manager of Meadow Outdoor Advertising sees new more efficient, longer-lasting LED lights his company...

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What OOH Media Company Principals Are Saying

Nancy Fletcher | March 6th, 2017

<< Back to the March 6, 2017, Outlook March 6 2017 Thank you, OAAA principals, for sharing your honest thoughts with senior staff in our recent telephone interviews. Here are 10 take-aways from owners and top...

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Smartphone Usage Patterns Inform OOH Opportunities

Steve Nicklin | February 21st, 2017

As mobile device usage exploded, and resulted in enormous ad spend, it’s evolved into a strategic ally for OOH. Instead of eroding audiences as it does with most traditional media, mobile is used most heavily in...

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