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My Turn

By Nancy Fletcher
Over the course of
each week, OAAA
works to strengthen
the out of home
(OOH) industry,
guided by a plan ap-
proved by the OAAA
Board of Directors.
The priorities are clear.
OAAAs frst priority is to protect the in-
dustry in the legislative and legal arenas,
which ultimately enhances the fnancial
value of the industry. The second overall
OAAA priority is to build consensus for,
and articulate, a united vision for OOH
on a wide variety of evolving issues. The
third priority is to promote the OOH medi-
um among advertisers and agencies.
These priorities are playing out so far
this year across a number of important
issues and programs summarized below.
Legislative/Legal Advocacy
OAAA is representing the industry in de-
fending FHWAs 2007 federal guidance
to the states regarding the regulation of
digital billboards (Scenic America vs. US
Department of Transportation). The pre-
siding judge (US District Court, District
of Columbia) will decide soon whether
or not to schedule oral arguments. The
briefng schedule concluded in late April.
OAAA is providing expertise to member
companies and state associations in
states that are considering amend-
ments to their Federal State Agreements
(FSAs). FHWA asked states on December
Actions for a Stronger Industry
C A L E N D A R
30, 2013, to consider updating their
FSAs.
OAAAs January 8 webinar explaining the
completed federal research on digital
billboards is available online (all OAAA
webinars are recorded). The federal
report said digital billboards are not
distracting.
OAAA is working with the industry in
response to proposed regulations that
include a printed warning about the ad-
dictive nature of nicotine in e-cigarettes.
The Food & Drug Administration (FDA)
is moving toward the regulation of e-
cigarettes, which deliver a nicotine vapor
without tobacco smoke.
The November 4, 2014, midterm elec-
tion will bring a signifcant number of
newcomers to Congress and could
change control of one or both houses
of Congress. In a bipartisan approach,
OAAA is focused on electing and re-
electing allies. There are opportunities
for newly elected pro-industry members
of Congress from a number of states.
Please support the Outdoor Advertis-
ing Political Action Committee (OAPAC),
which is vital to industry advocacy ef-
forts.
OAAA will present the top industry legal
and advocacy issues at the OAAA Legal
Seminar, to take place on November 12,
2014, in Washington, DC.
Keeping OOH Top of Mind with Customers
OAAA is focused on keeping OOH top
of mind with ad agencies. Continuing
the momentum created by the OOH
brand positioning initiative and building
on last years roadshow program with
42 presentations to agency planning
groups, this year OAAA will meet with 77
agencies. The markets visited so far this
year include Atlanta, Denver, Miami, New
York, Phoenix, Richmond, and Washing-
ton, DC. Over the summer and into the
fall, OAAA will visit with agency planning
groups in Austin, Baltimore, Cincinnati,
Columbus, Dallas/Ft. Worth, Detroit,
Houston, Kansas City, Los Angeles,
Portland, Sacramento, San Antonio, San
Diego, San Francisco, and Seattle.
With member support, OAAA is piloting
a top-to-top advertiser program with
Macys for later this year. OAAA also met
with Kenneth Cole about OOH spending
for later in 2014 and will now focus on
other advertiser target meetings.
OAAA has just completed an extensive
strategy assessment exercise to identify
the next crucial steps the industry must
take to become better positioned for
todays evolving media marketplace. In
the coming months, this analysis will
be used as a foundation for developing
enhanced best business practices.
OAAA will represent the industry at the
Association of National Advertisers (ANA)
Masters of Marketing Conference on
October 15 - 18, 2014, in Orlando, FL.
OAAA has worked with TAB to develop a
comprehensive sales training curriculum
for media company account executives
and a separate learning track for OOH
specialists. Supplemental training ma-
terials including e-learning modules and
webinars are available on the OAAA and
TAB websites.
June 2 , 2014
Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566
September 15-16
OAAA Safety Seminar
Houston, TX
October 14
OAAA Executive Committee
Planning Meeting
New York, NY
November 11
OAAA Board of Directors Meeting
Washington, DC
November 12
OAAA Legal Seminar
Washington, DC
(Continued on Page 2)
Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566
Fe br uar y 7, 2011 Pag e 2
June 2, 2014 Page 2
Actions for a Stronger Industry (cont.)
Awarding Excellence in OOH
Strong creative is a vital part of the OOH
industrys vibrancy and viability. OAAA
has just released the winners book
showcasing the 2014 OBIE Awards win-
ners.
OAAA released the OOH Media Plan
Awards Call for Entries today. The OOH
Media Plan Awards will be presented on
December 3, 2014, at the annual ACNY
OOH Day.
Art Everywhere US
Art Everywhere US is the largest public
service campaign ever envisioned in
America. The voting phase has been
completed with artworks selected for the
public gallery in August. The short list of
58 will be announced on June 21, 2014,
in conjunction with the US Conference of
Mayors meeting in Dallas, TX.
Throughout the summer, Extra Credit
Projects will lay out the 58 pieces of
art to ft a wide variety of OOH formats.
OMG is scheduling OOH location com-
mitments and will begin working with
printers this month.
The Art Everywhere US campaign will
launch on August 4, 2014, and run for
four weeks utilizing thousands of digital
and static OOH formats across the
country. The launch will take place at the
Regal Cinema located on 42nd Street
in New York City with a press event and
digital OOH takeover in Times Square.
OAAA is working with public relations
frm Finn Partners, an agency with strong
connections to the art world. Since the
announcement of the program in early
April, Art Everywhere US has appeared
in 420 news stories and garnered more
than 4.7 million social media impres-
sions.
Nielsen will conduct public surveys
over the next several months to gauge
awareness about the Art Everywhere US
campaign. The research will help identify
where and how citizens heard about the
campaign and trend awareness over the
course of the campaign.
Commitment to Operational Excellence
OAAAs SST Committee continues to lead
the industrys focus on safety, stan-
dards, and technology. The OAAA Safety
Seminar, focused on operational best
practices, will take place September 15-
16, 2014, in Houston, TX.
Regarding digital billboard operations,
OAAA has published documents provid-
ing simple instructions for lighting mea-
surement via either a Nit gun or a light
meter device. The OAAA Digital Billboard
Committee is focused on development
of guidance concerning digital billboard
display replacement criteria. Discussion
is also underway regarding potential
industry standards for digital billboard
duration times (i.e. message fips) to
help facilitate national and multi-media
buys.
Wind testing research completed by
Texas Tech University (TTU) has now
turned to advocacy efforts with the
ASCE (American Society of Civil Engi-
neers) wind committee. The initial ballot
to change the wind load standards
for signs was approved. OAAA and its
partner ISA (International Sign Associa-
tion) are working to reduce the wind load
requirements to a reasonable level.
New Member Service
On August 1, OAAA will launch a new
OOH Directory, which will replace the
current Find a Member section and the
Media and Suppliers Marketplaces. The
OOH Directory will be the premier online
resource for the most up-to-date infor-
mation on OAAA members. It will include
updated search categories, DMA and
CBSA markets, social media platforms
for OOH media companies, suppliers,
attorneys, fnancial frms, agencies, and
state associations.
Coming Together
Lastly, despite the many conference
calls, emails, and webinars that allow us
to stay in touch, there is no substitute for
the important face-to-face gatherings.
Were 10 months away from the indus-
trys 2015 OAAA/TAB National Conven-
tion & Trade Show to be held May 11
13, 2015 at the Manchester Grand Hyatt
in San Diego, CA. Jeremy Male, CEO of
CBS Outdoor Americas and Ray Rotolo,
COO at Posterscope USA, are co-chairs
for the event, which will feature Malcolm
Gladwell as a keynote speaker. Please
include the convention in your 2015
budget and calendar planning.
Thank you for your support and involve-
ment thus far this year. It is our mem-
bers commitment that allows so much
to get done.
Im always eager to hear from you to
learn what is working and where you
need help and I can be reached at
(202) 833-5566 or via email at nfetch-
er@oaaa.org.
The Art Everywhere US website has received more than 680,000 page views.
Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566
Fe br uar y 7, 2011 Pag e 2
Page 3 June 2, 2014

Eye Catcher
Call for Entries: 2014 OOH Media Plan Awards
The Chinese Terra Cotta Warriors have come to the Childrens Museum in
Indianapolis, IN. This bus wrap shows the stone soldiers enjoying a visit
around town.
OAAA established
the OOH Media Plan
Awards in 2000 to rec-
ognize the essential
role media planning
plays in the develop-
ment of successful
campaigns how the
elements of good cre-
ative design, strategic
placement of messag-
es, and proper alloca-
tion of budgets unite to
produce an outstanding
communications plan.
This year marks the programs 15th award cycle, celebrating
the innovative strategies that transform a client objective into
an advertising campaign capable of reaching and infuencing
consumers.

OAAA will award Silver and Gold Awards, a Ratings-Driven Media
Planning Award (established with TAB), and the 2014 OOH
Media Plan of the Year.

See which agencies won a 2013 OOH Media Plan Award last
year.
The submission deadline for the 2014 OOH Media Plan Awards
is Tuesday, July 15, 2014. The OOH Media Plan Awards run on a
mid-year cycle, so eligible campaigns
will have been posted between July 1,
2013 and June 30, 2014.
Access the OOH Media Plan Awards
submission form here.

All OOH Media Plans Awards submis-
sions are analyzed and developed
into case studies for OAAA members.
Browse past case studies.

For more information, please contact
Makeda Kefale at (202) 833-5566 or
mkefale@oaaa.org.
New Members
Join OAAA in welcoming new members
to the organization.
All members can be found in the Find
a Member section of the OAAA web-
site.
Attorney
Tarter Krinsky & Drogin
New York, NY
www.tarterkrinsky.com
International
Publicidad Sarmiento S.A.
Buenos Aires Argentina
www.sarmiento.net
Starcom MediaVest won the 2013 OOH Media Plan of the Year Award for Windows 8.

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