Meet Newcomers to Congress’ Diverse Billboard Committee January 28, 2019 Ken Klein, OAAA

Vice President Pence’s brother Greg joined the committee that controls billboard issues in Congress. A pro-life Marine, (R-IN) says President Trump needs more Marines in Congress to accomplish Trump’s mission.

Pence will be joined on the transportation committee by anti-Trump Congresswoman (D-KS). She unseated a GOP incumbent in red-state , posting a martial-arts video of her slamming punching bags to show how she would stand up to Trump.

Despite America’s political division, the House Transportation & Infrastructure Committee has been fairly nonpartisan. Current Chairman Peter DeFazio (D-OR) and top Republican (R-MO) are expected to work cooperatively on infrastructure legislation.

The 24 newcomers to the transportation committee – 16 Democrats and eight Republicans – reflect broader trends. The mid-term election set a record for overall ad-spend, including gains in political messaging via out of home media. In , winning congressional candidate (R-MN) – who joined the transportation committee in January -- put up billboards in Duluth and St. Cloud in September and October.

“Pete Stauber is a good, solid family man, pro- business and highly respected in our community,” said Matt Harrold, general manager for Lamar Advertising Company in Duluth.

Trump as lift or load

In West Virginia, Carol Miller ran for Congress as pro-Trump, pro-coal, and pro-Second Amendment. Her winning slogan: “Take the bull out of politics.”

Miller’s freshmen colleagues on the House transportation committee include Democrats who defeated Republicans on the defensive due to Trump. A billboard manager in the Midwest described this dynamic as “Trump whiplash.”

Diversity

Four members of Congress newly assigned to this committee are foreign born, from Dominican Republic, Ecuador, Mexico, and Poland.

Newcomers to the transportation committee include women from:

• Florida: Debbie Mucarsel-Powell, an Ecuadorian immigrant who defeated an Hispanic incumbent. • Iowa: Abby Finkenauer, who turned 30 just before she was sworn in. • Kansas: Sharice Davids, a Native American martial arts pro with a law degree from Cornell. • Minnesota: defeated incumbent Jason Lewis, a former talk-radio host. She made history as the first openly lesbian mom elected to Congress. January 28, 2019 Page 2 • Puerto Rico: Jennifer Gonzalez-Colon, the firstwoman “resident commissioner” elected to represent the island in Congress. • Texas: , a lawyer who supports Planned Parenthood, defeated a Republican incumbent. • West Virginia: Carol Miller, a Republican elected to a congressional seat held by Democrat Nick Joe Rahall from 1977 to 2015.

A common springboard for congressional candidates is state or local office. For example, freshman Congressman (R-OH) served in Ohio’s House and Senate.

Resumes of other newcomers to the House transportation committee reveal the occupational diversity of Congress’ freshmen and sophomores:

• Brian Fitzpatrick (R-PA) – lawyer, accountant (CPA), and emergency medical technician (EMT) elected to Congress in 2016 – fought corruption as an FBI agent.

• (D-TX) – law degree from UC-Berkeley – played football at Baylor and was a linebacker for the Tennessee Titans. OAAA’s Ken Klein and Troy Balderson (R-OH) • Antonio Delgado (D-NY) – Rhodes scholar, Harvard Law – worked to empower young people through Hip-Hop.

Brian Fitzpatrick, elected in 2016 Colin Allred, pro football Antonio Delgado, Harvard Law degree Content, Sequencing Boost OOH Effectiveness January 28, 2019

OAAA

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of OOH campaigns.

According to an Australian study conducted by market research firm Neuro-Insight, by applying the right sequencing to a campaign involving OOH media and including editorial elements, advertisers can expect a 32 percent increase in memory encoding, which is vital to the success of a campaign.

The optimal sequencing, according to the study, is branded OOH, then native content through OOH, and then native content through mobile and social.

Adding Native Content

The addition of content to the OOH medium is new, and to see how and when it works best, Neuro-Insight tracked various campaign components and the impact they had at certain stages along the consumer journey.

Peter Pynta, director sales and marketing Neuro-Insight, said: “We started with standard digital OOH, which is the baseline of the campaign. Then we built that out with the other elements of the campaign – the native component of the digital, then online, social and mobile. All of those elements were spliced through a typical day-in-the-life journey.”

The sequence was reordered to test how effective each element was at each moment in the journey.

Novelty

Novelty plays an important role in the consumer journey. Pynta said, “The brain has evolved over a long period of time to respond very strongly to novelty.”

The study found that having novelty in the mix can lead to an increase in engagement as well as emotional intensity. This was measured by exposing people to the same ad twice versus two different pieces of creative with a graduation from the first to the second. The approach that employed novelty led to a 10 percent increase in engagement and a 13 percent increase in emotional intensity.

At the heart of this is the relationship between experience and exposure. It can be easy for advertisers to put their efforts and budgets into exposure without investing in the experience of the consumer and how they respond to the content. According to Pynta, ensuring both are equally weighted is pivotal to the success of a campaign.

“If we just focused on exposure, we’d be pounding the same consumer again and again with the same message. At a certain point, it not only plateaus, it goes against you in sales. So there’s a huge incentive to actually understand when enough is enough,” said Pynta. January 28, 2019 Page 2 Central Creative Idea

Pynta said the research speaks to a broader challenge facing advertisers today: brands need to think beyond the box in the longrun.

He said: “We have clients of all shapes and sizes that are grappling with how it’s not a campaign anymore, it’s basically a central creative idea.”

Pynta suggests marketers think of campaigns as having a central idea with spokes that fly off in all directions.

“The role of context is to think about the best way a consumer would experience that message on any one of those spokes, or its end destination,” he said. “The end destination could be an environment like a university, but it could also be a screen like a mobile. Every end destination changes the way the consumer processes the message.” Billboard Leaders Become Lawmakers January 28, 2019

OAAA

Kam Buckner of OUTFRONT Media was appointed to fill a vacancy in the Illinois General Assembly, representing parts of downtown Chicago and the Hyde Park area.

Among those who reached out to congratulate Buckner was former President Barack Obama, said RB Brooks of OUTFRONT Media.

At OUTFRONT Media, Buckner is a government affairs vice president, based in Chicago. He was raised on the city’s South Side; his mother was a Chicago school teacher, his father a police officer.

Buckner has worked for US Senator Dick Durbin (D-IL), New Orleans Mayor Mitch Landrieu, the Chicago Cubs, and World Sport Chicago, a nonprofit promoting youth sports. Buckner In November, Ohio voters elected Jena Powell of Huntington Outdoor to the District 80 House seat in the state legislature. Frustration over local zoning policies inspired the young entrepreneur to run for office. This year Powell earned a spot onForbes 30-Under-30 list.

In Tennessee, Martin Daniel of Elevation Outdoor Advertising represents District 18 (West Knoxville) in the state legislature. Daniel was reelected for a third two-year term in November.

Powelll “We’ll continue the road of regulatory reform and making government more transparent and accountable and efficient,” Daniel said following his reelection.

Daniel