Big Picture - August 2017 - 16
CHANGING the CHAN
BY K E L S E Y JOHN SON A ND K IE R S TE N WONE S
n the words of Nobel Prize for Literature winner and
songwriter Bob Dylan, the times are a-changin', and
out-of-home (OOH) advertising is heeding the call. The
75th OBIE Awards look much different than the first event
held in 1942 - building wraps, interactive digital media, and full
bus wraps are just some of the signs of a changing industry.
This year's OBIE Awards feature a number of new categories, "a reflection of the medium's evolution with the onset of
new technology, more creative uses of space, and unlimited
options with digital OOH," according to a release from the
Outdoor Advertising Association of America (OAAA). Contextual OOH, Custom Installation, Engagement, Experiential, and
Integrated Multi-Media join the ranks of tried-and-true
categories like Entertainment, Media, and Automotive.
And, adaptation and innovation seem to be treating the
OOH advertising industry well. According to figures released
by the OAAA, the industry has seen seven consecutive years
of growth, with revenue reaching an all-time high of $7.6
billion in 2016. And in terms of ROI? Each dollar spent on
OOH advertising generates an average of $5.97 in product
sales, according to a report from Omnicom Media Group's
Benchmarketing and OAAA.
"Using OOH in any campaign makes it more effective,"
says OAAA's Chief Marketing Officer Stephen Freitas. So, how
can your shop fit into the OOH mix and offer your clients
more bang for their buck? Whether you're moving toward new
technologies like interactive digital signage, or sticking with
applications that have stood the test of time like floor wraps
and digitally printed billboards, there's a spot for your shop in
this growing out-of-home market.
Here are some of our favorite 2017 OBIE Award winners
that prove change in the industry is a good thing.