OAAA CEO Anna Bager did an interview with the New York Stock exchange a few weeks ago. Some of the highlights.
“We are in a very good place.”
Out of home advertising is probably the oldest form of advertising we’ve been around since the cave paintings…we’re a very resilient and sustainable medium…We are right now in a very good place. We just released our 2024 numbers and for the first time ever the industry supports $9 billion in revenue and we’re increasingly becoming part of the broader advertising media multi channel ecosystem. Out of home has traditionally been kind of a little bit to itself. It’s location based marketing. It’s all about signage….and it hasn’t been as easy to integrate it into a broader marketing strategy but as we with the growth of digital programmatic and automation we see that happening now so we’re in a very good place
Why consumers engage with out of home ads.
We’re there. It could be on the highway with large billboards. It could be walking down the street or what we call street furniture, bus shelters, link NYC. If you’re in New York it could be at the airport, it could be in transit stations, in the subway, on a bus, and shopping malls, small signage. We’re kind of everywhere…We’re not interrupting a media experience or anything like that. We’re just there…73% of consumers say that they notice out of home ads and most consumers find it very favorable and if they don’t like the ad they just don’t simply don’t look at it.
Social media enhances out of home campaigns
I think the real power of our industry lies around the fact that it’s so shareable so if you do the ad right we are incredibly shareable on social media which gets you an amplified audience…for many brands it’s kind of a cheaper media buy because you don’t pay for that…shares by consumers.
The advantage of out of home
Consumers like it. They see it as a service to them they don’t really see it as a disruptor in their daily lives. They take action on it
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