September 3, 2013

How Does OOH Measure Success?

My Turn By Nancy Fletcher Last year our industry launched a new out of home brand positioning that is more customer-centered and relevant in todays media world. After months of market research, the industry explored and validated key attributes that lay the foundation for the OOH brand. The new brand identity is built on the foundation of three core brand attributes: innovation, ubiquity, and creative impact. Heres a refresher on all Seven Core OOH Attributes. The new brand identity acts like a compass guiding strategic decision-making and bringing a unified sense of purpose to the industry. Since the launch of the new OOH brand in May 2012, OAAA has focused on internal industry education and alignment. This effort continues, but demonstrable progress has already been made in clarity of purpose, consistent messaging, and focus on improvements. OAAA has supported these efforts with regional workshops, constant communications, an array of compelling new collateral materials, and the pending launch of a highly comprehensive sales training program. Each of these initiatives has been centered on better understanding and responding to advertiser and ad agency needs. OAAA efforts are now focused externally on conversations with the advertising community. Last month, OAAA touted the new OOH brand to top ad agencies in Boston. Since those meetings, we have received outreach from each Boston agency asking for more information about OOH. Coast to coast, OAAA will present the new OOH brand to ad agencies in 10 more markets through the end of this year: Philadelphia, Chicago, Atlanta, Tampa, Pittsburgh, Cleveland, Raleigh-Durham, Minneapolis/St. Paul, Portland/Seattle, and New York. As one specialist told me recently, the greater the dialog about OOH within agency, then the greater the budgets for OOH. A strong OOH creative campaign will greet the ad community during this months Advertising Week in New York. Next month, OAAA will represent the industry at the sold-out ANA Conference in Phoenix. The year ends with the celebration of OOH Media Awards at the 5th Annual OOH Day sponsored by the AD Club of New York. Every worthy goal especially a new industry brand should have yardsticks to measure success. Here are six: Has OOH attracted new advertisers and new advertising categories? Are current advertisers investing more in the medium? How many OOH formats provide measurement in terms of TAB OOH ratings, and just as important, how many OOH media companies have converted to the use of TAB OOH ratings? What is the quantity and quality of the earned media (press) coverage of OOH? What is the quantity and quality of social media coverage of OOH? What do we learn from periodic surveys of media companies, specialists, advertisers, and agencies related to industry performance? We are beginning to collect metrics; I look forward to sharing the industry report card with you. I promise you, OAAA is committed for the long haul to repositioning our OOH brand. And while OAAA can facilitate progress on an industry level, the real work on a day-to-day basis is achieved company-by-company, employee-by-employee. Thank you for all youve done so far. Please commit to doing even more. Please contact me with comments and questions at nfletcher@oaaa.org or (202) 833-5566.
November 13 OAAA Board of Directors Meeting Washington, DC November 18-20 OOH Sales Training Workshop St. Louis, MO December 10 OOH Day and OOH Media Plan Awards New York, NY

CALENDAR
September 10 Conference Call: FOARE Board 11 am September 18 Webinar: Scenic America Litigation Update 1 pm September 23-27 2013 Advertising Week New York, NY September 25 OAAA Marketing/STAR Committee Meeting New York, NY September 25 OAAA Creative Committee Meeting New York, NY September 26 OAAA Interactive OOH Committee Meeting New York, NY

September 26 OAAA Multicultural Committee Meeting New York, NY October 3-6 ANA Masters of Marketing Phoenix, AZ October 7 OAAA Executive Committee Planning Meeting New York, NY

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Sports and Digital OOH Go Together

Multiple sporting events this year have included digital OOH executions or used digital OOH media. According to MediaPost, sports, social media, and digital OOH technology go together. During the US Open last month, the US Tennis Association launched a social media wall: a digital signage installation measuring 50 x 8 feet. Following the hashtag #usopen, the digital unit, placed near the entrance of the Louis Armstrong Stadium, displayed content from fans posted to Twitter, Facebook, and Instagram. Read the full story in The Social Graf. Also this summer, the PGA TOUR brought its live leaderboards to digital billboards. The boards carried real-time, up-tothe-minute scores, as well as prominent sponsor placement. It provides a nice way in multiple markets to create awareness and exposure for title sponsors, Ty Votaw, the tours executive vice president and chief global communications officer, told Sports Business Daily.

The PGA TOUR posts live leaderboards on digital billboards.

Speedway Motorsports began testing digital OOH kiosks at Bristol Motor Speedway in Bristol, TN, last month.

Over the course of the four-day event, spectators used the large interactive displays to get event news, content offers, schedules, track maps, NASCAR standings, and current track results. The kiosks are also integrated with a mobile phone gateway, allowing users to interact through mobile GPS and access an in-venue wayfinding application. The kiosks support connectivity to tablet and smartphone apps, boosting fan engagement throughout the venue and enabling GPS guidance to seating, food, refreshments, restrooms, souvenirs, and the locations of users friends. Read the full Digital Outsider story.

US Open Social Media Wall

The New OOH Supplier

By Lisa Theriot Santiago OAAA Suppliers Council The OOH industry has changed dramatically over the last decade, and of necessity, so has its suppliers. Gone are the days when one person plans, another takes the order, and a third prints and posts. OOH options are so diverse and technology is so sophisticated that the most dynamic advertising is now the outcome of planner and buyer/OOH company and supplier collaborating about whats needed and pooling resources to get it done. As a new member of OAAAs Suppliers Council Board of Directors, I would like to invite each of you to help us define and refine how suppliers can add value to the advertising process in ways never before envisioned. For example, did you know that suppliers can provide real time metrics aggregating social media response to your digital boards? Suppliers can create affordable two and three-dimension designs in record time and for less than you think. Suppliers can take a single idea and create a domination program that is integrated and seamless. The OAAA Suppliers Council is here to enable positive change, promote growth, and move OOH advertising higher up the totem pole. Use us to facilitate your vision! Please send suggestions on how to improve your industry to Kerry Yoakum at kyoakum@oaaa.org. All suggestions will be shared with the Suppliers Council.

Outdoor Advertising Association of America, Inc. 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566

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Global OOH Ad Spend Up

Advertising spend continues to rebound globally, according to Nielsen, growing 1.9 percent to $76.6 billion in the first quarter of 2013. While most media were down compared to a year ago, OOH ad spending rose 4.3 percent, just ahead of television at 3.5 percent. Coming in first was online advertising, having increased more than 26 percent in the last year. Trends fluctuated across the regions, as spending dropped in Europe, marginally increased in the Middle East, Africa, Latin America, and the Asian-Pacific. Spending was flat for the quarter in North America. The Middle East and Africa region continued its recovery, and Latin America was the star performer for the first quarter, with ad spend growth of 11.9 percent. In looking at Europe, its clear that advertising spend is still declining under the weight of the regions economic problems.

Are You Using the Creative Testing Tool?

Since the OAAA Creative Testing Tool launched in May, it has been accessed more than 3,000 times. With nearly 40 percent of visits from returning users, its clear the tool has been useful. The OOH Creative Testing Tool allows users to view billboard, street furniture, and transit creative in the environment. Once creative is uploaded, users are able to zoom in and out to see the work at a range of distances, share the rendering with colleagues and clients, and print copies. If youve used the tool, tell OAAA what you think. Email testimonials, suggestions, and other comments to Erica Glotfelty at eglotfelty@oaaa.org.

Eye Catcher

Looking for OOH Creative Examples?

OAAAs Pinterest page offers a collection of more than 300 examples of exceptional OOH creative grouped into 29 categories, including OBIE Winners, public service campaigns, global executions, historical OOH, artwork, and more. To start pinning, visit www.pinterest.com/YourOAAA.

As college football kicks off, this billboard in Knoxville, TN, touches on community pride for its beloved Tennessee Volunteers. Extensions on the bulletin pay homage to a University of Tennessee ritual: before every home game, the players slap this sign as they exit the locker room with a promise to Give my all for Tennessee. Learn more about the execution at UTSports.com.

Outdoor Advertising Association of America, Inc. 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566