Out-of-Home: The Times Are A-Changin'

The 2017 OBIE Awards showcase all that OOH has to offer.

In the words of Nobel Prize for Literature winner and songwriter Bob Dylan, the times are a-changin’, and out-of-home (OOH) advertising is heeding the call. The 75th OBIE Awards look much different than the first event held in 1942 – building wraps, interactive digital media, and full bus wraps are just some of the signs of a changing industry.

This year’s OBIE Awards feature a number of new categories, “a reflection of the medium’s evolution with the onset of new technology, more creative uses of space, and unlimited options with digital OOH,” according to a release from the Outdoor Advertising Association of America (OAAA). Contextual OOH, Custom Installation, Engagement, Experiential, and Integrated Multi-Media join the ranks of tried-and-true categories like Entertainment, Media, and Automotive.

And, adaptation and innovation seem to be treating the OOH advertising industry well. According to figures released by the OAAA, the industry has seen seven consecutive years of growth, with revenue reaching an all-time high of $7.6 billion in 2016. And in terms of ROI? Each dollar spent on OOH advertising generates an average of $5.97 in product sales, according to a report from Omnicom Media Group’s Benchmarketing and OAAA.

“Using OOH in any campaign makes it more effective,” says OAAA’s Chief Marketing Officer Stephen Freitas. So, how can your shop fit into the OOH mix and offer your clients more bang for their buck? Whether you’re moving toward new technologies like interactive digital signage, or sticking with applications that have stood the test of time like floor wraps and digitally printed billboards, there’s a spot for your shop in this growing out-of-home market.

Here are some of our favorite 2017 OBIE Award winners that prove change in the industry is a good thing. 

Shot on iPhone: Colors

International: Bronze OBIE
Advertiser: Apple
Creative Agency: TBWA\Media Arts Lab
PSP: Sigong Deco
Printer: HP Latex 3000
Materials: Natura Media Backlit Front Matte WR 215, GMP Perfex Ultra Matt 38
Square Footage: 1875

PSP: Richnerstutz
Printer: EFI Vutek GS5000r
Materials: Heytex Blockout Banner FR H3512-0026
Square Footage: 1130 

PSP: Photo Man Imaging
Printer: EFI Vutek GS5000r
Materials: Delun VXF510 5M Seamless PVC Coated Frontlit Flex Banner
Square Footage: 3340 

PSP: Cactus Imaging
Printer: Durst Rho 512R
Materials: HVG Viewflex Frontlit PVC Banner
Square Footage: 949

The Greeks

Custom Installation: Silver OBIE
Advertiser: The Field Museum
Creative Agencies: DDB, Intersection, Illumivation
PSP: Larger Than Life
Printer: Durst Rho 512R
Materials: Contra Vision Performance 80/20
Square Footage: 1000 

Holy Cow!

Entertainment: Finalist
Advertiser: Chicago Cubs
Creative Agency: Adams + Fairway
Digital Signage Provider: Formetco
Hardware: Formetco FTX 16-millimeter
Software: Dot2Dot Communications
Square Footage: 672 

Timeline of American Innovation

Nonprofits & Public Service: Finalist
Advertiser: Innovation Alliance
Creative Agencies: i.d.e.a., JC Decaux North America
Printer: Matan Uvistar2
Materials: 3M Controltac IJ162-10, 3M Scotchcal Luster Overlaminate 3645
Square Footage: 2600
Photos ccourtesy of Rob Harris.

Put You Back Together

Consumer Goods & Services: Finalist

Advertiser: Mary Free Bed Rehabilitation Hospital
Creative Agency: Extra Credit Projects
PSP: Independent’s Service
Printer: Matan Uvistar Pro8
Materials: Pro Billboard UL7BW
Square Footage: 4032 

One Accident Later

Automotive: Bronze OBIE
Advertiser: Lakeview Ford Collision Center
Creative Agency: Adams + Fairway
PSP: Independent’s Service
Printer: HP Scitex XP5100
Materials: Maiweave 3.2-oz woven polyethylene
Square Footage: 7520

Stirring the Pot

Engagement: Bronze OBIE
Advertiser: Snyder’s-Lance
Creative Agency: Duncan Channon
PSP: Street Factory Media
Printer: Epson SureColor S80600
Materials: 3M Scotchcal IJ35C-20, 3M Scotchcal 8510M

Commit to Something

Consumer Goods & Services: Bronze OBIE
Advertiser: Equinox
Creative Agency: Wieden + Kennedy
PSP: MoWax Visual
Printer: EFI Vutek GS5000r
Materials: 3M Changeable Window Graphic Film IJ61, Flexcon Busmark 5800
Square Footage: 21,000

Materials: Ultraflex SuperSmooth Blockout 21 oz.
Square Footage: 735

Materials: UltraMesh Supreme
Square Footage: 1380 

Renewing a Destination of Inspiration

Custom Installation: Silver OBIE
Advertiser: St. Josaphat Basilica Foundation
Creative Agencies: Zizzo Group Marketing, Clear Channel Outdoor
PSP: ColorImage
Printer: Durst Rho P10 320R
Materials: 3M Controltac 3500C, 3M Graffiti Resistant laminate 7248

Check out OBIE-winning OOH from previous years or read more from Big Picture's August 2017 issue.

View more from this Big Picture issue