What is the OAAA?
The OAAA, or Outdoor Advertising Association of America, is the lead trade association that governs the out of home (OOH) advertising industry, also including digital out of home (DOOH). Their industry principles offer guidance to companies looking to advertise outdoors as well as to platforms which offer space to display content. All principles aim to ensure that customers find value in the content displayed and that fair practices are consistent.
What is OOH Advertising?
Out of home advertising, also referred to as out of home marketing, is a term used for any advertising that appears out of the home. Governed by Regulatory bodies such as the Outdoor Advertising Association of America (OAAA), out of home advertising can exist on billboards, outdoor or indoor signs and street furniture such as bus shelters and transit areas. OOH advertising also incorporates place-based ad media which is centered in one location- for instance a football stadium- and will usually target a specific audience. Digital out of home advertising (DOOH) works exactly the same way but with digital media.
OOH advertising is gaining in popularity due to its ability to reach large audiences. Unlike the online world where ads are largely shown on a 1:1 basis, OOH ads are shown to the masses. Viewers can’t simply scroll past advertisements, but rather they are displayed to them while they are out and about on their daily commutes. The large and often brightly colored nature of OOH displays also make them eye-catching and very hard to miss, increasing viewability. In DOOH advertising, extended analytics on audience reach can now also be gathered through the emergence of external software. From technologies such as; audience analytics software such as DeepSight to wifi sniffing or tracking and more. As a result of this OOH advertising now matches up with the online audience insights provided by ad measuring platforms such as Google Analytics.
The OAAA on Audience Measurement
To date, audience measurement in the D/OOH landscape has been carried out using varied approaches and using different measurement metrics. This has made the reliability and consistency of the audience data questionable for advertisers looking to purchase ad space from network owners who advertise their space priced according to the number of predicted views. ln an attempt to standardize audience measurement across all channels and provide data transparency, the OAAA have introduced new frameworks for the measurement of DOOH campaigns. They have proposed a shift towards an impression-based measurement system to be adopted by all channels to deliver consistent, real-time impression data, using Opportunity to See (OTS) as the core measurement metric. This standardized approach helps support media owners in proving the true value of their networks and addresses the need for a more dynamic and universally used measurement system for OOH campaigns.
The OAAA Additional Advertising Criteria
While the OAAA offers guidelines for audience measurement they also provide a host of other recommendations for anyone operating within the OOH landscape. The main criteria that the OAAA outlines is “the right of media companies to reject advertising that is misleading, offensive, or otherwise incompatible with individual community standards” In particular, they reject the posting of obscene words.
As well as regulations on where billboards can be put up, the OAAA also point to rules for the content of digital displays describing that it should “not include animated, flashing, scrolling, intermittent or full-motion video elements.”
Another main area of OAAA guidance is the protection of children. Their regulations limit the location of advertising and the frequency with which adverts can show age-restricted content.
The OAAA also set out regulations surrounding the protection of data. These specify that, particularly where digital out of home adverts connect to mobile phones, companies and advertisers must follow government guidance to protect all consumer data.
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