OOH Drives Significant ROI Gains Through Incremental Budget Reallocation

A new study from OAAA reveals that reallocating a small portion of existing media budgets to OOH advertising can significantly boost return on ad spend (ROAS) and key brand metrics. The research highlights how minor shifts from oversaturated channels to OOH can drive notable revenue growth and improve brand performance, particularly for Automotive, CPG Food, and Retail Grocery categories.

OOH Advertising Posts Record Third-Quarter Volume

Out of home (OOH) advertising revenue increased 4.3% in the third quarter of 2024 compared to the previous year, accounting for $2.04 billion, based on figures released by OAAA. This marks the highest third-quarter volume ever for OOH, placing year-to-date growth at 4.6%, building on a strong year of growth for the medium.

Fall Legal Report 2024

OAAA produces a semi-annual legal report that is an essential resource for members, offering in-depth analysis of recent legal developments, regulatory changes, and landmark court decisions in OOH advertising.

The Fall 2024 Legal Report profiles a U.S. Supreme Court ruling that was issued at the end of the Court’s 2023-24 term. As the Court begins a new term, OAAA Association Counsel Allen Smith overviews the case and a government agency’s enforcement authority balanced against a defendant’s right to a jury trial.

Call For Entries Now Open: 83rd Annual OBIE Awards

Entries are now open for The 83rd Annual OBIE Awards, one of the industry’s most prestigious honors celebrating creative excellence in out of home (OOH) advertising. Highlight your best OOH campaigns that capture attention, engage audiences, and push the boundaries of creativity.

The Effectiveness of DOOH Advertising

New research from OAAA and Harris Poll shows DOOH ads outperform competitive media (audio, online, print, social media, and video) in consumer favorability and generating action.

The Influence of Out of Home Political Ads

New research from OAAA and Morning Consult underscores the power of out of home in political advertising. The study found that more than half of voters view OOH political ads as influential and trusted.

Transform Communities with Cause Campaigns

Our PSA asset hub provides OAAA approved campaigns to members who want to donate remnant inventory, and to use and adopt at their own discretion.

OAAA 2023 Annual Report

As we step into the new year, join us in taking a moment to reflect on our collective achievements in 2023 that have set the stage for future acceleration. In the face of economic uncertainties, OAAA, our members, and the OOH industry at large persevered last year by proving its value to brands and continuing to modernize, progress, and evolve.

Accelerating the OOH Revolution

Since its founding in 1891, OAAA has promoted the responsible growth of OOH, and today, fueled by smart data, digital technology, unrelenting innovation, and an exciting vision for the future, OOH advertising has never been more relevant, more impactful, or more effective.