By Regis Maher, OAAA MDMA Chair and President & Co-Founder, do it outdoors

During Advertising Week New York, OAAA’s Moving and Dynamic Media Alliance (MDMA) took to the streets of Manhattan, bringing together moving media operators to showcase the reach, creativity and impact of advertising in motion. What began as an opportunity to put the medium front and center at one of the industry’s biggest events also delivered compelling performance results, offering a real world example of how out of home (OOH) advertising can complement digital media to drive measurable engagement.

As part of the activation, we deployed a two-day shadowfencing campaign, leveraging location-based targeting and digital retargeting to extend the reach of our moving media presence. In just 48 hours, the campaign generated more than 408,000 impressions and 1,100 clicks, achieving a 0.27% click-through rate (CTR) – 350% above the Advertising & Marketing vertical benchmark. An impressive result for such a short campaign window.

To put that performance into perspective, shadowfencing campaigns often run for two weeks or longer to build engagement and optimize results. We achieved these results in just two days. Retargeting was particularly effective, delivering a 0.52% CTR, nearly double the campaign’s overall rate and the strongest performance of any tactic deployed.

These findings illustrate an important opportunity for advertisers to think differently about OOH’s role within an integrated campaign. As The Human Medium, OOH has a unique ability to reach people in the physical world, creating connections through shared experiences and real world presence. Moving media takes that advantage a step further, bringing brand messages directly into high-traffic environments and reaching consumers as they navigate their daily lives. When paired with location-based technology, those interactions can be reinforced through digital messaging, connecting visibility in the real world with opportunities for consumers to take action.

The Moving Media Parade wasn’t just about showcasing the many formats of moving and dynamic OOH. It was also an opportunity to get people engaged and introduce new audiences to everything the medium has to offer.

As part of the activation, we invited attendees to scan QR codes featured on participating vehicles to download the Strategic Guide to Moving & Dynamic OOH Media and enter for a chance to win a $500 gift card. Valentina Paredes, Associate Influencer Marketing Manager at Wild Cosmetics, was the giveaway winner and shared what she learned from the experience:

“I found it interesting to see all the different media formats OOH encompasses, as I’ve always assumed it refers to just billboards and subway ads. I also found it fascinating how it has bridged the digital and physical world as technology has evolved. I myself work in influencer marketing, so I’d be excited to see how that can intersect with OOH marketing someday!”

Valentina’s reaction is exactly what we hoped to inspire: a broader understanding of what’s possible with OOH and excitement about how the medium can connect with other areas of marketing, from digital to influencer and beyond.

For years, OOH has been valued for its ability to generate awareness, deliver creative impact and reach audiences in ways other advertising channels cannot. What’s increasingly exciting is our ability to connect those strengths to measurable business outcomes. This campaign demonstrates how the physical presence of OOH can work alongside digital advertising to support performance objectives, extending the value of an impression well beyond the initial encounter.

The speed of the results is equally important. Advertisers are constantly looking for ways to make an immediate impact, whether around a product launch, major cultural event or targeted local campaign. The ability to generate this level of engagement in a matter of days highlights the potential of OOH as part of a responsive, integrated marketing strategy.

While these results reflect the performance of the combined moving media and digital campaign rather than isolating the incremental impact of any single channel, they offer an encouraging proof point for what is possible when physical-world advertising and digital targeting work together.

The Advertising Week activation also brought together operators and brands committed to advancing the medium, and congratulations are in order for Wild Cosmetics, which was selected as the winner of the activation’s $500 gift card.

As Chair of OAAA’s MDMA, I see tremendous opportunity to build on initiatives like this one. The more we can demonstrate our medium’s value through tangible performance data, the stronger the case we can make for its place in the modern media mix. Our goal is not only to showcase the creative possibilities of moving media, but also to help advertisers understand how OOH can contribute to their broader business objectives.

With more than 400,000 impressions, strong retargeting performance and engagement significantly above the industry benchmark in just two days, this campaign reinforces an important point: OOH’s strength lies in its ability to connect with people where they truly experience life, and its impact can extend far beyond that initial moment of exposure.

That’s the power of The Human Medium. Combining meaningful real world presence with the ability to drive measurable engagement and business results.