Anna Bager, President and CEO of the Out-of-Home Advertising Association of America (OAAA), discusses the evolving out-of-home (OOH) industry, particularly in the context of digital transformation and programmatic advertising.

She shares her journey from Sweden to leading the OAAA, the challenges faced during the pandemic, and the unique advantages of OOH advertising, including its brand safety and effectiveness. Anna emphasizes the importance of cultural adaptation in the U.S. market and highlights the exciting innovations and growth opportunities within the OOH space, while addressing common misconceptions about the industry.

Takeaways

• OOH advertising is evolving with digital transformation.
• Anna Bager's international experience enriches her leadership.
• The pandemic presented challenges but also opportunities for OOH.
• Digital OOH allows for more dynamic and targeted advertising.
• Programmatic advertising is a key growth driver for OOH.
• OOH is often overlooked but is a vital part of advertising.
• Cultural adaptation is crucial for success in the U.S. market.
• OOH ads are generally perceived as non-intrusive and brand safe.
• The industry is seeing increased interest and innovation post-pandemic.
• Misconceptions about OOH advertising complicate its understanding.

Chapters

00:00 Introduction to OOH Advertising and Anna Bogger

05:17 Anna's Journey to OAAA Leadership

11:02 Cultural Adaptation in the U.S. Market

12:21 The Evolution of Digital Out of Home

20:24 Programmatic Advertising in OOH

21:35 Exciting Innovations in OOH Advertising

25:12 Common Misconceptions About OOH Advertising

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