OAAA

12/18/2025

"When OOH becomes part of the city, brands start thinking less about ad faces and more about presence and relevance."

In this month’s Across The Desk feature in The Drum, Kevin Bartanian, Founder and CEO of KEVANI, shares why out of home continues to stand apart in a crowded media landscape. From unskippable, real world presence to design-led installations that become part of the urban fabric, he explains how OOH is evolving into a more immersive, culturally relevant, and community-driven medium.

Read the full Q&A here ➡️ https://oaaa.org/blog-posts/across-the-desk-with-kevanis-kevin-bartanian/

12/17/2025

On the latest episode of Multilocal’s Curation Conversations podcast, OAAA’s Anna Bager joins Fern Potter to unpack what’s driving out of home’s continued momentum across the media landscape.

From the rise of programmatic and AI to advances in measurement and retail media, the conversation explores how OOH is evolving while staying grounded in the physical world, creative flexibility, and unmatched visibility.

They also explore how OOH influences decision-making, connects with broad audiences in a privacy-safe way, and delivers lasting brand impact in an increasingly fragmented media world.

🎧 Listen now: https://www.multilocal.media/curation-tv/anna-bager

12/17/2025

“𝑻𝒉𝒆 𝒎𝒐𝒔𝒕 𝒊𝒎𝒑𝒂𝒄𝒕𝒇𝒖𝒍 𝒂𝒅𝒗𝒆𝒓𝒕𝒊𝒔𝒊𝒏𝒈 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆𝒔 𝒈𝒊𝒗𝒆 𝒖𝒔 𝒔𝒐𝒎𝒆𝒕𝒉𝒊𝒏𝒈 𝒐𝒇 𝒗𝒂𝒍𝒖𝒆 — 𝒕𝒂𝒏𝒈𝒊𝒃𝒍𝒆, 𝒑𝒉𝒚𝒔𝒊𝒄𝒂𝒍, 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒆, 𝒊𝒏𝒕𝒆𝒍𝒍𝒆𝒄𝒕𝒖𝒂𝒍.”

This month’s Marketer Mindset feature in The Drum spotlights Tory Marlin, Executive Director, Sapphire Experiences Product Strategy at Chase , and Tania Keenan, Executive Director, Brand, Advertising, Media at Chase Sapphire. They share how out of home supports a premium, omni-channel strategy, from reaching travelers at pivotal moments to delivering high-impact creative that builds trust in the real world.

Read the full Q&A 👉

Every month, OAAA’s marketing team sits down with a brand marketer to discuss creativity in OOH, the role OOH plays in the media mix, and their

12/16/2025

Political ad spend heading into 2026 is projected to exceed $10 billion, making this one of the most competitive cycles in modern history. That theme was front and center during OAAA’s recent Election and Political Advertising webinar featuring Assembly Global's Tyler Goldberg, Lamar Advertising Company's Mario Martinez, and Silver Oak Political's Steve Passwaiter.

In a fragmented media environment, OOH is becoming essential for campaigns that need broad visibility, reliable reach, and consistent presence amid the noise.

In our latest blog, OAAA's Steve Nicklin recaps key takeaways from the webinar and breaks down why OOH is gaining traction in political media plans from stabilizing spend spikes and complementing CTV to reaching voters in motion across key geographies and demographics.

🔗 Read the blog: https://oaaa.org/blog-posts/the-growing-influence-of-ooh-in-americas-elections/

12/13/2025

Debuting at the 2026 OOH Media Conference in Dallas, OAAA is introducing the OAAA Honors Circle, a new recognition program celebrating the humans behind out of home.

Rooted in The Human Medium, the conference’s 2026 theme, Honors Circle shines a light on the individuals and teams whose leadership, craft, and day-to-day dedication power the industry.

The program expands recognition beyond creative work to honor the operational excellence, innovation, and expertise that make OOH work in the real world—every day.

Details on nominations and selection criteria will be announced soon.
https://oaaa.org/news/oaaa-announces-exciting-evolution-of-the-obie-awards-and-introduces-the-oaaa-honors-circle/

12/12/2025

OOH posted its strongest third quarter on record at $2.13B, with year-to-date revenue nearing $7B. Digital-first brands such as Apple, Amazon Prime, Netflix, Uber, HBO, FX Networks, and Paramount+ were among the highest spenders, helping extend the industry’s 18-quarter growth streak.

In a new Street Fight interview, OAAA's Steve Nicklin breaks down the forces behind this momentum. He points to a renewed focus on real-world media, the rapid evolution of DOOH through flexible buying and standardized data, and stronger privacy-conscious measurement that ties exposures to actions.

Read the full Q&A for a deeper look at what this record quarter means heading into 2026. https://streetfightmag.com/2025/12/11/ooh-advertising-hits-2-13b-in-q3-revenue/

12/11/2025

As out of home continues to evolve through digital innovation, experiential storytelling, and new creative formats, the OBIE Awards are evolving too.

With a new standalone format beginning in 2026, the OBIEs will offer an evening devoted entirely to honoring the campaigns that shape culture and push the medium forward. Moving the event to New York allows the industry’s most creative voices across the advertising landscape to convene in a setting that reflects the scale and ambition of the work itself.

For more than 80 years, the OBIEs have brought together brands, agencies, and creative leaders to recognize excellence in out of home. That tradition continues with an expanded platform that offers greater visibility, broader participation, and a renewed spotlight on the ideas that define the industry.

🌟The 2026 call for entries will open early next year, with full details on categories, eligibility, and judging to follow. https://oaaa.org/news/oaaa-announces-exciting-evolution-of-the-obie-awards-and-introduces-the-oaaa-honors-circle/

12/04/2025

Holiday shopping is well underway, and this season, consumers are making decisions with more purpose than ever. 🎁

New forecasts from BIA Advisory Services, EMARKETER, and McKinsey & Company point to a clear trend: shoppers are prioritizing convenience, value, and confidence. That means they’re starting earlier, relying on mobile, and expecting brands to meet them with clear, timely messaging.

Out of home delivers on that moment. It guides decisions in real time, supports mobile behavior, and reinforces offers where it matters most—on the way to shop, near stores, and at the point of purchase.

Swipe through the carousel for highlights, then head to our blog for the full breakdown.

🔗https://oaaa.org/blog-posts/why-ooh-is-the-gift-that-keeps-on-giving/

12/03/2025

At The ADVERTISING Club (New York)’s OOH:Now event, winners of the 2025 OOH Media Plan Awards were announced, celebrating campaigns that delivered smart strategy, strong ex*****on, and measurable impact.

Now in its 25th year, the OOH Media Plan Awards continue to spotlight the most effective and inspiring media strategies in out of home. The awards recognize excellence across the industry from innovative uses of data and measurement to ambitious creative ex*****ons across billboards, transit, street furniture, place-based media, and digital out of home.

👏 Congratulations to this year’s winning campaigns:

🏆Media Plan of the Year
• The Upgrade Lounge – The TJX Companies, Inc./MARSHALLS LLC, Edelman New York, Clear Channel Outdoor Airports Division

🥇Gold
• bella in 3D: From Times Square to Kitchens Everywhere – Vistar Media
• Severance Season 2 – Apple TV, OMD, Kamp Grizzly
• The Upgrade Lounge – The TJX Companies, Inc./MARSHALLS LLC, Edelman New York, Clear Channel Outdoor Airports Division

🥈Silver
• Cashback Courts 2025 – Chase Freedom Card, WPP Media GroupM (EssenceMediacom), Think True, Pivot Media Ventures + PIVOT(x), SPCSHP, Lyft
• Los Angeles Dodgers World Series Reactive ’24 – Nike, billups, Wieden + Kennedy (W+K), PMG
• The Last Supper – The Chosen, NPRP Media and Exverus Media
• Van Gogh: The Roulin Family Portraits – Museum of Fine Arts, Boston, Connelly Partners

🔗Learn more: https://oaaa.org/news/oaaa-announces-2025-ooh-media-plan-award-winners/

12/02/2025

Out of home advertising just hit another milestone, marking 18 consecutive quarters of growth.

In Q3 2025, the industry generated $2.13 billion in revenue—a 4.5% increase year over year and the highest third-quarter total on record. Year-to-date revenue reached $6.98 billion, up 3.2%.

Digital formats remained a key growth engine, while transit, place-based, and street furniture formats reflected rising consumer movement across major markets. Several sectors and advertisers significantly increased their OOH investment, driving strong performance across the board:

➡️ Digital OOH revenue increased 11.6% in Q3
➡️ Financial Services (+35.5%), Insurance & Real Estate (+26.8%), and Communications (+10.3%) led category growth
➡️ Morgan & Morgan ranked as the top OOH advertiser in Q3
➡️ J.P. Morgan, GEICO, Apple, and McDonald's followed among the top five
➡️ 65 of the top 100 advertisers increased spend from Q3 2024

Learn more: https://oaaa.org/news/ooh-revenue-hits-all-time-q3-high/