Campaign Chemistry Campaign Chemistry: OAAA CEO Anna Bager
When the COVID-19 pandemic hit in March 2020, people were stuck inside for months – rendering out of home (OOH) billboards on roadways and in major downtown areas, in buildings and malls, suddenly invisible to millions of people.
But since then investment in OOH has rebounded as people venture back out into the world. The Out of Home Advertising Association of America (OAAA) released its Q2 revenue report on Thursday projecting double digit growth for the medium in 2022. OOH mainstays are increasing their investments and new advertisers are entering the medium as it becomes more digital and easier to optimize, target audiences and measure success. QR codes and the ability to share on social media are making those investments in the medium more holistic and impactful.
Anna Bager became CEO of the OAAA in late 2019, and has since been evangelizing and driving adoption for the medium. She spoke with Campaign US about OOH’s post-pandemic rebound and how technology is transforming the medium – and making it more valuable for brands.
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