By Paul Cook, FOARE Chair & President, Wolverine Signs
Out of home continues to compete — and win — in an increasingly complex media environment. Marketers are demanding measurable performance. Agencies are refining allocation models. Investment decisions are being made with greater precision than ever before.
For OOH to maintain and grow its position, our industry must continue to produce credible research, uphold strong standards, and develop the next generation of leaders.
That is the role of the Foundation for Out of Home Advertising Research and Education (FOARE).
Established by OAAA in 1930, FOARE has played a sustained role in advancing the credibility and competitiveness of OOH. Over the past five years alone, more than $1.5 million has been contributed to FOARE in support of research and scholarship programs. Since 2001, scholarships have been awarded to more than 200 students — most with ties to the OOH industry. FOARE-supported curricula have reached more than 600 colleges, universities, and textbook providers.
These investments shape how OOH is taught, understood, and valued — today and for the long term.
Research That Strengthens the Medium
As marketers ask more sophisticated questions, our industry must provide sophisticated answers.
FOARE supports research initiatives that demonstrate OOH effectiveness and inform smarter planning decisions, including:
- Consumer behavior and intent studies
- ROI and Marketing Mix Modeling (MMM) benchmarking
- Media allocation guidance
- Best practices and standards development
This year, FOARE will fund a new Performative Value study analyzing conversion rates, proximity placement, and exposure curves. These insights are directly tied to how brands optimize spending and evaluate performance.
Research like this requires collective industry support.
Investing in the Next Generation
FOARE’s mission extends beyond research. Through scholarship programs — often in partnership with family foundations — FOARE supports diverse undergraduate and graduate students, many with direct ties to OOH.
These scholarships are more than financial assistance. They represent leadership development, talent cultivation, and long-term industry sustainability.
An Invitation to Support the Future
FOARE’s continued impact depends on those who believe in the long-term growth and credibility of out of home.
Every contribution — large or small — helps:
- Advance performance-driven research
- Support industry standards and advocacy
- Develop future OOH leaders
If you believe in the strength and future of this industry, I encourage you to support the work that makes that future possible. Learn more and get involved at https://oaaa.org/about-us/foare-foundation/
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