What Is OAAA (Out of Home Advertising Association of America)?

The Out of Home Advertising Association of America (OAAA) is a prominent trade organization established in 1891. It advocates for the interests of the out-of-home advertising industry, representing over 800 members including media companies and advertisers. OAAA develops industry standards, engages in legislative advocacy, and facilitates technological innovations. It also conducts award programs to recognize creativity and effective strategies in OOH advertising. Continued insights on its mission and influence are available.

Quick Summary

• OAAA, founded in 1891, advocates for the out-of-home advertising industry and represents over 800 members, including media companies and advertisers.
• The organization develops standards for audience tracking and ROI attribution to enhance transparency and accountability in advertising.
• OAAA engages in legislative advocacy to protect members’ interests and provides legal guidance on privacy laws and regulatory issues.
• The OBIE Awards and OOH Media Plan Awards celebrate creativity and effective strategies in outdoor advertising campaigns.
• OAAA also supports future industry leaders through scholarship programs, awarding over $663,000 since 2001.

Historical Foundation of OAAA

Founded in 1891 as the Associated Bill Posters’ Association of the US and Canada, the Out of Home Advertising Association of America (OAAA) has undergone significant transformations to adapt to the evolving landscape of advertising. Early developments included the establishment of state bill poster associations and the merger with other industry groups, culminating in the formation of OAAA in 1925. The organization has played a crucial role in advancing out-of-home advertising through industry networking and advocating for regulatory and legislative milestones. Its commitment to commercial printing standards and best practices has also shaped the industry’s growth and sustainability. Additionally, OAAA regulates industry member standards for digital and static out-of-home advertising. As a national trade association for Out of Home (OOH) advertising, it represents a diverse range of stakeholders in the industry. Moreover, the first exterior advertising used on street railways in 1850 laid the groundwork for the future of OOH advertising.

Core Mission and Scope

The core mission of the Out of Home Advertising Association of America (OAAA) centers on advocating for and advancing the interests of the out-of-home (OOH) advertising industry. This includes industry unification by representing over 800 members, encompassing media companies and advertisers. OAAA engages in advocacy to protect OOH interests across various legislative and regulatory domains. Additionally, it emphasizes education, promoting OOH’s effectiveness among stakeholders while addressing misconceptions. The organization also focuses on measurement, developing standards for audience tracking and ROI attribution, thereby ensuring OOH’s alignment with broader industry goals and enhancing transparency across advertising platforms. By establishing common currency for impressions in multi-channel marketing, OAAA aims to elevate the credibility of OOH in the digital landscape. Furthermore, OAAA’s commitment to responsible growth has fostered collaboration among its diverse members, enhancing the industry’s overall impact. As OOH advertising continues to evolve, technological advancements play a significant role in shaping innovative strategies and enhancing audience engagement.

Structure and Membership

Within the Out of Home Advertising Association of America (OAAA), the organizational structure is designed to facilitate effective governance and operational efficiency.

It features a corporate structure with an elected president and key officers drawn from its membership. Various membership categories exist, including general members, street furniture/transit/place-based firms, associate members from allied industries, affiliate members, and international members. The Chairman’s Advisory Committee supports leadership decisions, while administrative committees align with departmental priorities, which encompass public policy, research, engineering, business development, and plant development. This structure guarantees that OAAA effectively advocates for its members and the industry as a whole. Additionally, the organization recognizes the growing importance of OOH advertising in reaching consumers in their daily lives. OAAA collaborates with regional/state associations to strengthen its influence and reach within the outdoor advertising sector. Additionally, OAAA operates as a national public health coalition focused on osteoarthritis management to enhance quality of life for all Americans.

Award Programs

Award programs organized by the Out of Home Advertising Association of America (OAAA) play an essential role in recognizing excellence and innovation within the out-of-home advertising sector.

The OBIE Awards celebrate creativity in outdoor advertising, with categories such as Automotive and Consumer Goods. Eligibility includes ads posted within the previous calendar year, judged by a panel of industry experts. The importance of transit advertising graphics is reflected in many of the award-winning campaigns that effectively capture the attention of commuters. OBIE Awards are considered a prestigious recognition in the OOH industry. Additionally, the OOH Media Plan Awards highlight effective strategies and best practices in campaign execution. Furthermore, the OAAA supports future leaders in the industry through its scholarship programs, which have awarded over $663,000 to students since 2001. The program also aims to elevate OOH through recognition of impactful work that showcases the creative potential of outdoor advertising. Digital technology has further expanded the possibilities for innovative campaigns that engage audiences in real-time.

The Hall of Fame honors brands with sustained excellence in OOH campaigns, showcasing leaders in the industry, such as Apple and Netflix.

Advocacy and Policy Influence

Advocacy and policy influence are essential components of the Out of Home Advertising Association of America (OAAA) strategy to advance the interests of its members within the legislative landscape. OAAA engages in robust advocacy efforts, including legislative engagement and partnerships with state associations to align regulatory frameworks. It provides legal guidance on privacy laws and regulatory enforcement. In addition, the Outdoor Advertising Political Action Committee (OAPAC) supports bipartisan candidates, enhancing political advertising initiatives. Notably, 68% of likely voters have seen OOH political ads recently, highlighting the medium’s significant reach and influence in the current political climate. The OAAA’s advocacy is further strengthened by the fact that OOH advertising revenue surpassed $9.1 billion in 2024, demonstrating the industry’s economic impact and relevance.