Out of home advertising is no longer the same billboard industry. Technology has completely changed how Out Of Home used to happen earlier. OOH is now new. More creative and more effective as technology has empowered the way OOH is happening now a days. The success ratio of OOH is higher because it can reach to a target audience at any point of time, anywhere and with anything. Keeping this scenario in mind an association was formed in America way back in 1981 which is known as OAAA.
Out Of Home Advertising Association Of America is a national trade association with more than 800 media members. US OOH market comprises of billboards, street furniture, transit advertising and place based media. With a whopping amount of USD 7.8 billion, OAAA is a prominent association of US. OAAA’s members are media companies, advertisers, agencies, ad-tech providers, and suppliers that represent over 90 percent of the industry. OAAA is a unified voice, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States.
This year OAAA’s conference was organized in Las Vegas between 20th may to 22nd may, 2019. It is a premier event for OOH. OAAA conference 2019 brings all parts of industry together; Media, advertising agencies, advertisers and suppliers to the industry. This year the agenda of OAAA conference included; general sessions, panel discussions, 12 workshops, an explosive expo, a brunch plus learn, and an awards program that honours industry leaders and the 77th OBIE Awards. The members of OAAA every year donates more than USD 500 million annually for public service advertising, and they are honoured every year by OAAA’s renowned OBIE awards.
Every year OAAA’s conference is eagerly awaited by the OOH industry due to its highly qualified and respected speakers. Every year this conference invites renowned speakers, who are industry specialists and experts. OAAA Conference 2019 also held sessions by the renowned speakers. This year the list of speakers included the following members.
- Nick Brein, CEO, Dentsu Aegis
- Nancy Fletcher, President and CEO, OAAA
- Mike Benson, Head of Marketing, Amazon Studious
- Rishad Tobaccowala, Chief Growth Officer, Publicis Group
- Kym Frank, President, Geopath
- Lindsay Rowntree, Head of Content, Wirecorp
- Shelley Zalis, CEO, Female Quotient
- Terrie Rockovich, CEO, Jinx
- Stephen Freitas, CMO, OAAA
Nick Brein, the keynote speaker emphasized on how technology has eventually enhanced the way OOH is being carried out. In a hall full of marketers, panelists, industry suppliers and advertisers he delivered a 40 minutes long speech which he explained how traditional brands collapsed due to lack of resonance and equity in the minds of customers. Nick is an engaging speaker and his speech includes everything which is quite related to industry.
Nancy Fletcher, president and CEO of OAAA got a warm welcome by audience. In her short speech she described the journey of OAAA from 1981 till 2019. She even shared her retirement plan and wished the OAAA team for growing up and achieving new heights every year.
Female Quotient Longue this year came up with the tag line of “Let’s rewrite the rules”. This longue hosted some impactful talks and discussed the gender equality issues at workplace. FQ this year also hosted a billboard campaign for the commitment to equality, portraying the key speakers at the FQ Lounge. Shelley Zalis, CEO of FQ has promoted this campaign widely through twitter and Facebook. She also created a well crafted buzz around the topic of Equality. In her impactful conversation with Nancy Fletcher, both leading ladies have discussed how equality at workplace ensures growth.
OAAA nominated Anna Bager, President and CEO as Nancy Fletcher is retiring this year. Anna is a senior executive at Interactive Advertising bureau. This year OAAA has approved membership of 17 new members in Q1 of 2019. In an interview given to press, the former president Nancy Fletcher quoted that, “The OOH industry is experiencing major transformation, and businesses are turning to OAAA for guidance and help to navigate today’s dynamic media marketplace.” The new members included key players of market.
One of the prominent new members of OAAA is Gainbuzz from New York. Gainbuzz is a rapidly growing platform which connects media buyers and sellers with market place applications to enable faster and smarter media buying and planning.