The Outdoor Advertising Association of America (OAAA) and its members have initiated a national out-of-home (OOH) campaign designed to inspire and excite the ad industry about OOH’s power, value, and significance. #GetOutofHome will run across more than 50,000 OOH sites, including 27 digital screen networks, in 30 major US markets, in the coming weeks.
The campaign, created by Publicis New York, features ad industry icons (Gerry Graf, Stan Richards), young creative thinkers, and social media influencers (Jezz Chung), touting the value of OOH as a great media amplifier. As part of the activity, a real-time Digital OOH campaign will run alongside Advertising Week New York (October 1-4), inviting attendees to engage in the conversation via the #GetOutofHome hashtag.
Produced by Grand Visual, the dynamic creative will include live commentary, tweets, and Instagram posts published direct to digital screens across New York City. OpenLoop, the real-time campaign management and distribution platform from ad tech provider, QDOT, will deliver the live commentary and buzz from Advertising Week’s online social engagement to screens across NYC in a showcase that highlights the medium’s flexibility and relevance.
“Today’s advertising creatives and media planners grew up with the internet in the palm of their hands; they get digital media and push it forward,” said Stephen Freitas, OAAA’s chief marketing officer. “We want to show them some ideas are too big to stay trapped online. Bold ideas need a bold platform.”
Ben Putland, marketing director of QDOT, added: “The technology and ad tech systems are now in place to make the delivery of real-time creative across multiple digital OOH networks seamless. Flexible, contextual messages compliment the broader static campaign whilst responding to social triggers and encouraging people to participate online.”
Josh Horn, creative director, Publicis New York, commented: “OOH has become the ultimate stage for brands to get their message seen. It’s contextual, measurable and responsive. We wanted to celebrate its power to amplify today’s best campaigns."