Chicken With a Beef: The Untold Story of Chick-fil-A’s Cow Campaign

How The Richards Group found a winning creative recipe

Stan Richards, founder and creative director of ad agency The Richards Group, was sitting in a routine staff meeting in 1994 when he learned his agency won the Chick-fil-A account. He didn’t find out in an email. No phone call came in breaking the good news. Instead, David Salyers—then vp of national and regional marketing at Chick-fil-A—ventured from Atlanta to the agency’s Dallas headquarters on a whim.
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Salyers arrived, unannounced, and boldly walked into the meeting. He stopped whatever conversation was taking place and shook Richards’ hand. “We want you to be our new agency,” he said with a smile.

In that moment, Salyers made a promise to Richards that the agency said still rings true today: “We will never be...

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Americans Are Back on the Road

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A Look Ahead to the Second Half of 2016

Nancy Fletcher
President & CEO, OAAA

It’s hard to believe summer is already here and 2016 is nearly half over. This year has again started successfully for OOH, with Q1 rounding out the 24th consecutive quarter of revenue growth. Morale was high at the industry’s annual gathering in Boca Raton, FL, in April, new services to help OAAA members have been launched, and Nielsen research was released to support the effectiveness of OOH advertising.

As we look ahead to the second half of the year, OAAA remains focused on top industry issues and trends, incorporating member feedback received and lessons learned so far this year. I’ve updated my earlier calendar summary to highlight important events and resources OAAA will offer over the next several months.

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Industry Litigation

The industry ...

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Take The Challenge – Rock One Sock for National Missing Children’s Day (May 25, 2016)

Why #RockOneSock?

Missing children’s issues do not affect every household, but we wanted to give the average person a chance to show that they stand in solidarity with missing children and their families. Our goal is to take something tangible and make a viral phenomenon that brings hope and inspiration to National Missing Children’s Day (May 25, 2016). During the month of May, we’re asking everyone to wear one sock, take a “footsie” (a picture or video of your feet with one sock) and post it to social media using the hashtag #RockOneSock. Continue to spread awareness and support by tagging friends to either do the #RockOneSock challenge or make a donation to the National Center for Missing & Exploited Children. Let it start a conversation with your friends and family!

SAMSUNG C...

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Out of Home Advertising Up 3.3% in Q1 2016

FOR IMMEDIATE RELEASE

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org

Out of Home Advertising Up 3.3% in Q1 2016

May 19, 2016 (Washington, DC)  – Out of home (OOH) advertising revenue rose 3.3 percent in the first quarter of 2016 compared to the previous year, accounting for $1.64 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). The revenue increase marks the industry’s 24th consecutive quarter of growth, in contrast to the combination of all other local media, which was down for the quarter, according to an OAAA analysis of Kantar Media data.

“The first few months of the year reflected strong growth across the entire OOH spectrum including both digital and printed formats,” said OAAA President & CEO Nancy Fletcher...

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OOH Industry Donates Over $450M Annually to Public Service

OOH – Partner in Public Service

The Out Of Home advertising industry regularly works with government agencies and other public
entities to share vital information and public service entities to share vital information and public service
messages, particularly during times of crisis. Click here to read more.

OAAA Anti-Texting Campaign

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Why Your Advertising Campaign MUST Include Billboards

NIELSEN 2016 OOH ADVERTISING STUDY

This report provides a detailed examination of America’s travel habits and its exposure to out Data Collection 4 Modes of Transportation 6 Time Spent Traveling 7-9 Miles Traveled 10 America s travel habits and its exposure to out of home advertising including billboards, digital signage, bus shelters, taxi cabs, kiosks and more. The study also examines the shopping and purchase decisions of Pedestrians 11 Billboards 13 Engagement with Billboards 14 pp g p Street Level Advertising 15 America’s on-the-go consumers.

Click to Read the Full Report from Nielsen

 

 

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Guess who’s having a 100th Birthday?

Boardworks Outdoor Advertising  is honored to join OOH advertisers across the country on Earth Day, Friday 22, 2016 by donating available space on our digital billboards in Atlanta to promote The National Park Service turning 100.

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About The National Park Foundation via OAAA

The National Park Foundation, the official charity of America’s national parks, launched a nationwide public awareness and education campaign celebrating the milestone centennial anniversary of the National Park Service this year. Much more than just a birthday party, the Centennial will enable Americans to discover and reconnect with their public lands. The goal is to ensure these special places and sites are sustained and enjoyed for the next 100 years.

The National Park Foundation has partnered with OAAA and its ...

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McDonalds, Apple and Verizon Top OOH Spenders

OAAA Outlook: Special Facts and Figures Issue

OOH: Consistent Winner in a Disrupted Ad Industry

Out of home (OOH) advertising has been remarkably consistent in an environment of major upheaval for traditional media, and 2015 continued that strong trend. OOH ad revenue rose 4.6 percent in 2015 to $7.3 billion, and set an all-time high for OOH. The industry has also posted 23 consecutive quarters of growth since the recession.

Among the top OOH revenue categories, those with the greatest growth increase in 2015 included Miscellaneous Local Services & Amusements +9 percent; Retail +8 percent; Government, Politics and Organizations +6 percent; Automotive Dealers & Services +6 percent; and Financial +4 percent.

OAAA Top 15 OOH

Of the top 100 OOH advertisers in 2015, 53 had increases in OOH spend equal to or ...

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OOH Drives Online Search Activity More Than TV, Radio and Print

Hello, friend:

In the fourth quarter of 2015, the Outdoor Advertising Association of America (OAAA) and its members
conducted an experiment meant to demonstrate the role that out of home (OOH) advertising can play in
driving digital engagement.

We’re thrilled to share those findings with you. And we’re thrilled in part because we conducted this
experiment on you, our fellow media and advertising professionals. It’ll be a fun ride, we promise, and we
thank you in advance for going on it with us.

FeelTheRealWhitePaper

In what follows, we will discuss the challenges facing digital advertising while exploring the interactions
between the real world and digital media. The intent of this paper is to arm marketing, advertising and
media professionals with insights into the current state of digital accountabilit...

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