Out-of-Home Advertising Makes History

The 2016 OBIE Awards prove there’s opportunity in OOH.

The face of out-of-home (OOH) advertising is constantly changing. When the OBIE Awards – named after the ancient Egyptian Obelisk, a tall stone structure that was used to publicize laws and treaties, and possibly the first form of advertising – began 74 years ago, it’s safe to say full bus wraps and digital billboards were not among the winners.

As the Outdoor Advertising Association of America says on its website, “OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play,” from vehicle and building wraps to floor graphics and kiosk posters.

And, according to the research report “Global Digital OOH Advertising Marketing 2016-2020,” released by Technavio, a global technology research and advisory company, the global digital OOH advertising market is expected to grow at a CAGR of almost 12 percent through 2020.

The report categorizes three major types of the global digital OOH advertising market: digital billboards, video advertising, and ambient (news alert) advertising.

Where does your shop fit in this ever-changing OOH advertising market? Are you moving to the future with dynamic and interactive signage? Or are digitally printed billboards just the right niche for your company (because, as you can see from these awards, they aren’t going away)?

Explore these OBIE Award winners to get your mind churning on possible OOH applications your shop can offer:

3D-Printed Forest Critters Win Silver OBIE

Print Takes on Public Service

Spotify Campaign Personalized to Each Neighborhood

Beer-Spouting Print Makes for Golden Advertising

Printed Advertising Takes to the Streets

Taking Billboards to the Next Level

Print Brings Feeling to Food

OBIE Winners Wrap Trash Cans, Crates, and More

Who Says Billboards Are Dead?

Stair Graphics, Bus Wraps Shine in OBIE Awards

Automotive OOH Ads Leverage Mixed Media


View more from this Big Picture issue