Special Issue: Connecting with Agencies February 18, 2019 Providing OOH Education Directly to Agencies In 2018, OAAA celebrated a signifi- cant milestone on the OOH Road Show by visiting the 500th agency since 2013. This outreach program offers a two-way exchange of infor- mation by allowing OAAA to keep agencies educated on OOH, but to also monitor issues of greatest im- portance to the agency community. The OOH industry has better proof points on the value of OOH than ever, and the value is constantly growing through better accountabil- ity and technology. TM Advertising in Dallas Agencies are driven to produce re- OOH’s ability to deliver massive The latest OOH Capabilities Road sults like never before, and the Road reach ignites the impact of all other Show is always available at oaaa.org Show demonstrates the ways OOH media. and includes the most important po- can deliver advertiser success. Other sitioning messages about the value media channels aren’t doing the With the huge shift in ad budgets of OOH advertising. same educational outreach, so agen- to digital media, a great positioning cies genuinely appreciate the visits point to utilize with agencies and oth- Download the full presentation here. and utilize OAAA-supplied resources er clients is how “OOH is big screens to educate ad clients. driving consumers to small screens.” OOH’s pattern of continuous growth Particularly with digital media, OOH OOH Road Show in the midst of traditional media’s truly is an amplifier with its ability decline is an important communica- to increase the ROI of search by 40 by the Numbers tion point. It is compelling to rein- percent. Plus, the recent Bench- (2013 - 2018) force the struggle all other traditional marketing media mix optimization channels have with audience frag- study revealed how OOH should be • 516 ad agencies and OOH mentation due to the fact they’re increased across the board to maxi- specialists visited mize overall media plans. content-based, and OOH is not. • 124 OAAA member company offices visited • 19 state association and What is Critically Important to Agencies? advertising association meetings • 2,110 ad agency and OOH • Proof points validating media choices specialist staff participants • Succinct case studies showcasing consumer engagement and success • 1,319 media company staff • Audience measurement and insights to guide media selections participants • Efficient systems to plan and buy media channels • 765 state association and ad • Creative impact conference attendees Out of Home Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566 February 18, 2019 Page 2 Agency Road Show Member Survey The 2018 survey about the OOH capabilities presentation expressed universal praise: • 100% responded the presentation was a good use of their sales teams’ time • 100% responded they learned about new resources or research • 100% responded they would be interested in having future presentations for their teams and ad agencies • 100% responded they would recommend the presentation to other sales offices within their company • Overall rating of the presentation was 4.7 on a five-point scale with five being “highly effective” Top five subject areas mentioned as new information learned: Topic % Respondents Marketing research on OOH ROI 64.7% Marketing research on OOH amplification of other media 64.7% Marketing research on OOH and consumer behavior 58.8% OAAA OOH case studies 58.8% OAAA Creative Library 58.8% 2018 & 2019 Target Markets 2019 Agency The OOH Road Show visited 17 markets in 2018, and plans to visit 14 markets in 2019, including 65 agencies, five brands, and 30 member Focused OOH offices. Initiatives 2018 MARKETS VISITED 2019 MARKETS PLANNED DMA Rank Top 1 – 50 DMA Rank Top 1 – 50 National Ad Sales Research • Atlanta • Atlanta A survey of national brand market- • Austin • Boston ers and agencies to reveal OOH • Baltimore • Chicago opportunities. Brands included spent low, average, and high • Columbus (Mansfield/Zanesville) • Detroit amounts of budget on OOH. May • Dallas • Los Angeles 2019 release. • Denver • Minneapolis • Miami • New York OOH Attribution Studies • New York • Oklahoma City To prove OOH drives brand-specific • Omaha • Sacramento consumer actions at a higher rate when OOH is included in the • Portland, OR • San Diego marketing mix. Product categories • Seattle • San Francisco are grocery and QSR. May 2019 • Washington, DC • Seattle release. DMA Rank Top 51-100 DMA Rank Top 51-100 Nielsen OOH Advertising Study • El Paso • Boise An update to the comprehensive • Mobile, AL/Pensacola, FL • Fresno study on how OOH intersects with • Savannah consumers’ daily lives, including a 2019 PLAN TOTAL focus on ad retention and amplifi- DMA Rank Top 100+ 100 Road Show Presentations cation of other media. May 2019 • Tallahasse release. Other • San Juan, PR February 18, 2019 Page 3 Useful Resources for Agencies • The OOH Media Locator provides agencies a quick overview of OOH formats available in specific geographies by media company. This is an especially valuable tool when agencies are creating plans for markets they are not familiar with. The Locator has generated more than 41,000 uses. • SQAD OOH Planning Rates were launched in April 2017 and provides agency planners with market average planning rates for Geopath-measured formats within the billboard and street furniture categories in the top 100 DMAs and CBSAs. This subscription service makes OOH planning rate data readily accessible alongside local TV, cable, and radio. • The OOH Mockup Generator, which has now reached more than 54,000 uses, covers all major OOH formats including transit, airport, and shopping malls, in multiple settings. A drag-and-drop feature makes it very user- friendly. Appleyard in Pensacola, FL Amazon in Seattle, WA Agency Success in 5 Easy Steps 1. Download the OOH Capabilities presentation and study the content – all presentation liner notes are included. It’s important to understand the latest OOH research and resources, and know what’s being presented to your agency clients. Supplement your knowledge with the OOH Resource Center sales app (available through Apple App Store and Google Play, or access the desktop version). 2. Follow up in a timely manner with all agencies visited by OAAA in your market to keep momentum going. 3. Ensure all clients, not just agencies, know about the OOH Mockup Generator, the OAAA creative library, and the OBIE Awards website to enhance their creative output. With thousands of campaigns that can be searched by prod- uct category or advertiser, the creative library is both a great idea generator, and a view of the competitive land- scape. 4. Be a consultant. Feed your agency relevant case studies, success stories, and creative ideas. Provide customized, relevant content. One-sheet summaries will be most well-received, and they demonstrate you understand the value of their time. Don’t do a data dump, instead provide resources tailored to their needs, and maintain regular com- munication. 5. Deliver on your promises and commitments. Ensure campaigns are executed on time and professionally, plus make sure POP materials and completion reports are delivered promptly. If your market is on our 2019 list, and you know an agency that should see the OOH Capabilities presentation, please contact Steve Nicklin at [email protected] or 202-833-5566. February 18, 2019 Page 4 Road Show Markets and Agencies Visited 2013-2018 Akron: Hitchcock Fleming & Associates, JWT Action Albuquerque: McKee Wallwork, 3Advertising, Ad House Advertising, Media Matched, K2MD Allentown: Mint, Klunk & Millan, Keenan-Nagle Atlanta: Mindshare, 22squared, Ames ScullinO’Haire, TGM, Blue Sky, Carat, Fitzgerald + Co., Three Atlanta, The Dalton Agency, OMG, Grandesign, Chemistry, McCulloch +Company, MEC Austin: LatinWorks, GSD&M, Y&R, McGarrahJessee, Proof, The Davis Group, Sanders/Wingo, MOSAK, Sherry Matthews Advocacy, KSM South Annapolis/ Baltimore: Crosby Marketing, Planit, MGH, Media Works Binghamton: Ad Elements LLC, Riger Advertising, Rosanne Sall Advertising Birmingham: Lewis, Style, Intermark Group, Big Communications Boca Raton: Brown Parker DeMarinis Boston: FC+A (Fidelity), Mullen, Hill Holliday, PGR Media, CTP Buffalo: Crowley Webb, Eric Mower + Associates, Gelia Media, Fifteen, The Martin Group, Mr. Smith Agency Charleston: Motivated Marketing, Hook, Trio Solutions Charlotte: Wray Ward, White Advertising, Theory House, HMH, Saturday Brand Communications, Husqvarna, BooneOakley Chicago: Cramer-Krasselt, GRP Media Inc., Kelly Scott Madison, Marketing Support Inc., Noble, RPM Advertising Starcom, Spacetime, Constellation Brands, Laughlin Constable, Mindshare, Maxus Cincinnati: P&G, The Powers Agency, Empower Media/Marketing, Sunrise Advertising Cleveland: Brokaw, Marcus Thomas, Stern, Wyse, Bare Knuckle Group, Burges and Burges, AdCom Columbia, SC: Chernoff Newman, Riggs Partners Columbus: Conrad, Phillips & Vutech, O Media Group, SBC, Matrix Media, Ron Foth, McGann Media, The Shipyard The Barber Shop, Greenleaf Media Services, Levenson, The Ward Group/Media Stewards, Dallas: TracyLocke, Firehouse, Southwest Media Group, The Richards Group, TM Advertising, Dieste, Moroch Partners, Slingshot Denver: Thayer Media, Karsh-Hagan, Cactus, Amelie, InLine Media, Vladimir Jones, TDA, CP+B, Supply Interac- tive, Weller Media, Heinrich, Lindstrom Media The Integer Group, Barnhart Detroit: Berline, Lowe Campbell-Ewald, DuffeyPetrosky El Paso: CultureSpan Marketing, Mithoff Burton Partners,