Positioning OOH for Continued Growth and Prosperity

Nancy Fletcher  Nancy Fletcher OAAA President and CEO

Amidst rocketing change, how do we position OOH for continued growth and prosperity?

We come together to create a bold, new five-year vision for the medium that positions OOH advertising as a core media buy, right alongside mobile, social, and digital advertising.

In a wonderful example of collaboration, creativity, and strategic thinking, leading CEOs and CMOs from around the industry gathered this summer and spent the next four months crafting a unified positioning strategy that will fuel the success of OOH advertising for the next five years. The companies that participated in the task force are Adams + Fairway Outdoor Advertising, Clear Channel Outdoor, Intersection, JCDecaux, Lamar Advertising Company, OUTFRONT Media, and Reagan Outdoor Advertising.

The five-year plan for 2017-2021 includes three key building blocks:

  1. The OOH Promise – our vision and positioning strategy, which explains what OOH advertising stands for and what makes it unique and powerful. Advertisers and agencies should take notice because OOH is part of the solution to many marketer’s challenges.
  2. The OOH Top Priorities List – five key priorities we need to focus on as an industry in order to fulfill our five-year vision.
  3. The OOH Value Proposition – a written pledge to customers, a new logo and tagline to signal change, and a new brochure, talking points, and presentations to be used with customers

The OOH Promise: Make OOH More of a Core Media Buy Than Ever Before

The first thing the task force did was to develop the OOH promise. Our promise is to make OOH more of a core media buy than ever before. The vision is to elevate OOH among planners, buyers, advertisers, and agencies so that it is considered a more fundamental, essential, and core part of the media mix. Everything we do as an industry will be focused on this single-minded promise. To deliver this, we created a positioning statement and a list of top benefits that define and differentiate OOH; these are the things OOH stands for compared to other advertising media.

The eight benefits that define and differentiate OOH as a medium are:

  • OOH is creatively impactful – with big, bold, powerful storytelling, and a range of formats and unique locations that deliver larger-than-life impact.
  • OOH is contextually relevant – delivering the right message, at the right time and place, to the right audience.
  • OOH is a media amplifier – extending the reach and frequency of integrated campaigns, and driving mobile, social and digital engagement better than any other advertising medium.
  • OOH is ubiquitous – surrounding and immersing consumers during the 70% of their waking hours away from home, when they are most receptive, and offering real-life impact that can’t be blocked, skipped, or viewed by bots.
  • OOH is connected – using technology to strengthen engagement between brands and consumers, and to offer connected networks and platforms.
  • OOH Is data-driven – using geo-location, audience measurement, and advanced data analytics for better targeting, insights, and ROI.
  • OOH is accountable – customer-focused and results-driven.
  • OOH is innovative – forward thinking, digitally native, and media fluent.

“In today’s world of clicks, likes, and page views, OOH advertising is a core media buy, because OOH is more creatively impactful, more contextually relevant, and more of a media amplifier than ever before. OOH is the real thing. It can’t be blocked, skipped, or viewed by bots. OOH is always on, surrounding and immersing audiences with real, powerful, advertising, wherever consumers live, work, travel, shop, and play.”

The OOH Top Priorities List

The next thing the task force did was a “gap analysis” to determine the top five things the OOH industry must do to achieve our vision of becoming more of a core media buy than ever before. The five top priorities are:

  1. Sell OOH using audience + location + data.
  2. Promote the unique creativity of OOH and its big, bold, beautiful storytelling.
  3. Offer powerful but practical innovations that all advertisers, big and small, can implement and scale.
  4. Move OOH out of its silo, and integrate it more fully into the broader advertising ecosystem.
  5. Add new solutions-oriented and results-driven competencies to the industry’s already strong sales capabilities.