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Outdoor Advertising Association of America
Feel the Real

RAN IN: United States

CLIENT
Outdoor Advertising Association of America

Stephen Freitas, Chief Marketing Officer

AGENCY
Partners + Napier *Lead Agency

Jason Marks, Creative Director
Talo Kawasaki, Art Director
Matt Dowshen, President
Ted Florea, Chief Strategy Officer
Megan Bowen, Group Account Director
Eileen Arcangeli, Account Director
Julio Soler, Integrated Producer
Harrison Neuman, Assistant Account Executive
Mallory Diamond, Social Strategist


Dressler LLC


DIA


SUMMARY

With digital ad spending surging despite serious accountability concerns, the Outdoor Advertising Association of America had a small $3 million media budget to show media buyers how Out of Home (OOH) drives digital engagement. By reimagining OOH as a geo-targeted B2B channel, the media became the message with 1,400 executions tailored to specific markets, locations, agencies and individuals. OOH sales increased 6.4% ($48 million) and we reduced the $3 million media budget to ZERO by using donated OAAA member inventory, generating $2.2 million in earned media and delivering 16X ROI.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: INTERACTIVE/ONLINE;MOBILE/TABLET;OOH;PR;SOCIAL MEDIA

Audience: Media Planners and Buyers

Objectives: Change industry perceptions of OOH

Type: Business-to-Business

Classification: National

Language: English