Out of Home Advertising Association of America

The Out of Home Advertising Association of America (OAAA) is the national trade association representing the out of home (OOH) advertising industry. OAAA’s mission is to protect, promote, and advance the medium through government affairs and advocacy, industry research and market intelligence, brand and agency engagement, and industry leadership and convening.

Registration Open for 2026 Legal Seminar

Join legal experts and industry leaders in Washington, D.C., November 11–12, for OAAA’s 2026 Legal Seminar. This event will explore the latest legal developments, regulatory updates, and best practices shaping the future of out of home advertising. Hotel room block is now closed.

Registration Now Open: 2027 OOH Media Conference

OAAA Launches Technical Advisory Council

New industry council brings together technology leaders from across OOH to advance automation, integration and technical standards across the medium.

2026 OBIE Award Winners Announced

The 84th Annual OBIE Awards celebrated the best in out of home creativity on October 15 in New York City. Random House Publishing Group and Known took home the Platinum OBIE, and Paramount (Skydance) was inducted into the OBIE Hall of Fame. Explore this year’s winning campaigns and the creative work shaping the future of OOH.

Introducing OAAA’s New Center of Excellence

We’re excited to launch OAAA’s Programmatic & Automation Center of Excellence, a new industry initiative focused on accelerating the future of out of home.

The Center brings together media owners, technology providers, agencies and brands to make OOH easier to plan, buy, measure and integrate across the broader advertising ecosystem.

The Power of the Human Medium: OOH Across Experiential + Retail

New research from OAAA and The Harris Poll finds that real world experiences and OOH influence consumers throughout the retail journey. 80% of consumers are more likely to consider a brand after experiencing it in person, while 86% would take action after seeing a retail OOH ad that interests them.

THE 2026 OBIE AWARDS SHORTLIST IS HERE

The 2026 OBIE Awards shortlist recognizes the boldest ideas, most impactful work and exceptional creative talent setting the standard for out of home advertising. Selected by a jury of leading creative voices from across the industry, this year’s shortlisted work showcases the power of OOH to earn attention, inspire action and make an impact in the real world.

Congratulations to all of the 2026 OBIE Awards shortlisted work!

OOH Q2 Revenue Surpasses $3 Billion

OAAA’s latest revenue report shows record-breaking momentum for OOH, with Q2 2026 revenue surpassing $3 billion for the first time, up 10.7% year over year. Growth is being fueled by increased investment across major brands, technology and AI, pharma and live events, with digital OOH growing 18.5% and nearly three-quarters of the top 100 OOH advertisers increasing their spend.

The Strategic Guide to Moving & Dynamic OOH Media

Our newest resource, The Strategic Guide to Moving & Dynamic OOH Media, is available now. Exploring how transit media, rideshare, vehicle wraps, mobile billboards, waterway media, and experiential formats are reshaping how brands connect with people in motion.

The guide features key formats, planning insights, measurement advancements, creative best practices, and visuals that bring the category to life.

OOH: A Valuable Performance Medium

New OAAA and Kochava Study Finds OOH Delivers 2x the Performance Lift of Broadcast and Streaming TV.

The report analyzes device-level data across hundreds of campaigns spanning seven verticals, including retail, automotive, quick service restaurants, and media and entertainment. The findings demonstrate that OOH not only drives strong in-person outcomes like store visits, but also delivers measurable digital impact across website visits, app downloads, and other conversion actions.

Out of Home: The Human Medium

Introducing a refreshed industry positioning, manifesto, and an updated Value of OOH Guide, that define OOH as the human medium—a shared, unmissable experience embedded in everyday life.

Together, they clarify why OOH is a core media buy today: powerfully amplifying other channels, leveraging modern data and technology, and delivering measurable impact across the full funnel.

Updated OpenOOH Taxonomy Now Available

OAAA has released an updated OpenOOH taxonomy designed to advance transparency, standardization, and scalable DOOH buying.

The new venue classifications reduce friction, improve inventory clarity, and align OOH more closely with omnichannel planning, buying, and measurement, making the medium easier to transact and evaluate at scale.