From the OAAA: Reasserting OOH as a Core Media Buy


A message from Nancy Fletcher OAAA President and CEO

Aspirational, yes. The goal, says former OAAA Chairman Kevin Gleason (Adams + Fairway), is to make OOH more powerful than anyone has yet to imagine.

OAAA’s five-year strategic plan is designed to help the industry get there by making OOH more of a core media buy. We are now in the second year of the industry’s five-year plan.

As we assess progress, I ask three things of you

  • Acknowledge that media, advertising, and communication are changing – and we must adjust to thrive.
  • Commit (or re-commit) to the industry’s five-year goal.
  • Use the many practical tools available to carry out the industry plan.

First, a quick reminder. Our five-year plan – launched November 2016 – was based on unvarnished input from our customers. They told us what they want, how we can improve, and the consequences of living in the past...

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