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The President and CEO of OAAA, Nancy Fletcher, on the DOOH Industry

30 Aug 2017

Nancy Fletcher is an expert in the digital out of home (DOOH) industry with over 25 years of experience in leading the out-of-home advertising industry’s legislative, marketing and product improvement efforts. 

She is now the President and CEO of the Outdoor Advertising Association of America (OAAA). Last year Nancy received the FEPE Lifetime Achievement Award for industry leadership. Needless to say, we were very excited to hear her thoughts on the DOOH industry.

What is the current state of the DOOH industry in the US?

OAAA identifies four primary segments within the OOH industry. They are:

  • Billboards
  • Street furniture
  • Transit
  • Place-based OOH

DOOH is growing in every segment. A large portion of the growth is coming from an expanded customer base. Growth is also coming from the conversion of assets, as conventional OOH locations are replaced with digital screens.

What are the key sectors driving DOOH adoption?

We look at DOOH as part of the consolidated OOH media channel. Brands depend on OOH to reach active consumers with the right messages at the right time.

Both conventional and digital OOH advertising are utilized by a growing assortment of national brands and local advertisers.

As an industry, is OOH progressing and adopting new technology effectively?

Yes. Better display functionality makes better products. Improvements in screen resolution, hacking deterrent technology, and improved diagnostic software all make DOOH a better product.

Are there any specific new or forthcoming technologies you think will make a large impact?

Data analytics is having a profound impact on the efficiencies of planning DOOH campaigns. Geopath will soon launch enhanced DOOH measurement information, which will better pinpoint when and where consumers see specific DOOH ads.

The use of mobile data is also improving the accuracy of DOOH campaign planning by matching consumer location with behavior. The result is attribution modeling that proves the effect of seeing OOH ads.

What are some DOOH campaigns that have stood out to you?

This summer, the new Transformers film release featured a dynamic DOOH campaign using optical recognition technology. Cameras facing a roadway could identify the make and model of passing cars. As a car passed by, the content on the digital billboards changed in real time, displaying targeted messages. Messaging included things like “Did you know your Toyota Camry is a Decepticon?”

Another great example of DOOH campaigns is when GUESS Eyewear in malls used interactive screens to let shoppers “virtually” try on different styles of glasses. Photos of individual shoppers were taken and then various glasses could be superimposed on each consumer’s face.

Where do you see the greatest potential for DOOH?

The greatest potential of DOOH is to provide highly-targeted messages at the right time and place. Because DOOH content is nimble, multiple campaign executions can be used to communicate a diverse range of messages and content can be adjusted practically in real time.

More advertisers than ever before recognize the enormous flexibility of DOOH and are using the medium as part of their core media strategies.

What can display manufacturers do to help the DOOH community?

It’s important for manufacturers to constantly improve their products so DOOH screens are the best they can be for every advertiser.

What services does the OAAA provide for its members?

The OAAA recently announced a new tech membership category. Tech members are listed in the OAAA Tech Hub where vital information about each member is provided. Tech members are invited to host webinars that are shared with the full OAAA membership, and they are encouraged to submit thought leadership articles as part of the OAAA blog.

This interview has been edited.

We’d like to thank Nancy for her fascinating thoughts. If you’d like to hear more from her, you can follow her on Twitter.

If you are interested in DOOH, check out our Top 5 DOOH talks blog.