Tag: OAAA

OAAA Launches Technical Advisory Council to Accelerate OOH Automation and Integration

Stuart Mitchell

The Out of Home Advertising Association of America (OAAA) recently announced the launch of its Technical Advisory Council (TAC), bringing together technology leaders from across the OOH media owner community to solve shared technical challenges and make out of home easier to plan, buy, measure and integrate across the broader advertising ecosystem. The TAC’s remit spans the full OOH business, from static and digital inventory to direct and programmatic transactions. The Council will focus on the technical infrastructure that powers OOH campaigns, including how inventory is defined, how orders move…

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OAAA Reveals 2026 OBIE Awards Shortlist as the Industry’s Premier Creative Awards Return to New York

Stuart Mitchell

The Out of Home Advertising Association of America (OAAA) today unveiled the shortlist for the 84th Annual OBIE Awards, recognizing the most exceptional, creative and impactful work in out of home (OOH) advertising. This year’s shortlist represents the brands, agencies and creatives setting the standard for the medium and demonstrates OOH’s unique power to capture attention, shape culture and create meaningful connections in the real world. “For eight decades, the OBIE Awards have celebrated the ideas that show what is possible when creativity meets the real world,” said Olivia Oshry,…

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OAAA Releases New Guide to Help Marketers Navigate the Growing Relevance of Moving and Dynamic Media

Stuart Mitchell

New whitepaper explores the formats, measurement capabilities, and planning opportunities driving the next evolution of out of home advertising The Out of Home Advertising Association of America (OAAA) today released the Strategic Guide to Moving & Dynamic OOH Media, a new industry resource examining the growing impact of transit media, rideshare advertising, vehicle wraps, mobile billboards, waterway media, and other moving formats that connect brands with consumers as they commute, shop, travel, and engage with their communities. As consumers spend more time on the move and advertisers seek new ways…

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OOH Industry Advances Effort to Modernize Audience Measurement and Selects Ipsos for Pilot Program

Stuart Mitchell

Geopath, in partnership with the Out of Home Advertising Association of America (OAAA), recently announced a major step forward in modernizing audience measurement for Out of Home (OOH) advertising with the development of a next-generation measurement platform. Ipsos has been selected to support an industry pilot launching in the second half of 2026. The pilot is part of a coordinated industry effort to modernize OOH audience measurement for today’s evolving advertising marketplace. Led by the executive committees of Geopath and OAAA, the initiative reflects a broad commitment across the OOH…

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Out of Home Advertising Revenue Reaches Record $9.46 Billion

Stuart Mitchell

Out of home (OOH) advertising revenue reached a record $9.46 billion in 2025, marking 3.6% year-over-year growth and extending the industry’s growth to 19 consecutive quarters, according to newly released data from the Out of Home Advertising Association of America (OAAA). Momentum accelerated in the fourth quarter, with revenue increasing 4.8% compared to the same period in 2024, signaling continued advertiser confidence and sustained demand for the medium. Digital out of home (DOOH) remained a key driver of industry growth, accounting for 36.3% of total OOH revenue and increasing 10.5%…

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