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

(August 2017) posted on Wed Aug 16, 2017

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

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By Kelsey Johnson, Kiersten Feuchter

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 

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