The Washington, D.C.-based Outdoor Advertising Association of America, the trade association serving the out-of-home advertising industry, this week launches a campaign to demonstrate the medium’s “presence in the real world,” according to an OAAA announcement.
The campaign is called “The OOH is Real.” Created by agency Extra Credit Projects of Grand Rapids, Michigan, the campaign is being launched in conjunction with Advertising Week in New York City. OOH ads promoting the real-life impact of out-of-home advertising are being placed strategically in and around the host venue for Advertising Week, hypertargeting attendees—advertising executives—with messages touting the benefits of OOH advertising.
“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,” says OAAA’s chief marketing officer, Stephen Freitas. “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 serves as OOH’s mobile lounge experience during Advertising Week. Attendees can 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,” says OAAA’s new president and CEO, Anna Bager. “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.”
More on the campaign can be found by clicking here.
Financial support for the OOH is Real campaign is provided by Broadsign, Clear Channel Outdoor, Lamar Advertising, OUTFRONT Media, and Vector Media. Donated media space and services have been provided by Branded Cities, Circle Graphics, Clear Channel Outdoor, Curb, Eye Corp, GSTV, HMN, Intersection, JCDecaux, Lamar Advertising, OUTFRONT Media, Vector Media, and Wrapify.