April 13, 2015

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

Spring is one of the most exciting times of the year for sports fans. Hockey is in full swing, March Madness matches the best NCAA basketball teams against each other as fans predict winners and aim to win bracket pools, and April brings the start of baseball season. While the Major League Hockey season started last fall, the playoffs are right around the corner. During Fan Appre-ciation Week in Washington, DC, the Washington Capitals invited fans to see the team’s star player, Alex Ovechkin, celebrate the playoff season with a Ride of Fame on a wrapped bus. Brands capitalized on America’s enthu-siasm for March Madness, incorporating the theme into OOH executions. Target

Brands Use OOH to Energize Sports Fans posted digital billboard creative urging consum-ers to “Make a man-I-love-March run” to its stores to stock up for the games, while State Farm localized its ads, sup-porting specific teams in college towns. OOH media compa-nies provided fans with timely score updates, and congratulated winning teams, praising national champion Duke. Highlighting the medi-um’s innovative solu-tions, Coke Zero installed a “drinkable billboard” that shoots soda through a massive straw into a public drinking fountain. Installed in Indianapo-lis, IN, during the final championship game, the 23,000-pound struc-ture featured a massive 4,500-foot straw that spells out “Taste It,” with the soda traveling from the bot-tom of the billboard to a sampling area filled with six fountain spouts. Learn more in Ad Week.

Major League Baseball fans celebrated opening day last week, but the OOH industry has been getting Americans amped up for weeks. Billboards and other OOH formats across the country have been promoting team spirit and

C A L E N D A RApril 26-302015 AASHTO-NAHBA Conference Minneapolis, MN

May 11-13 OAAA\TAB National Convention + Expo San Diego, CA

May 11 OAAA Board of Directors Meeting San Diego, CA May 12 2015 OOH Industry Awards and OBIE Awards San Diego, CA

May 20 Webinar: 2015 Convention Recap 2:00 pm

May 27 Webinar: OOH and Mobile Trends 2:00 pm

The Washington Capital’s Alex Ovechkin on a wrapped bus with fans in DC.

Digital billboard congratulates Duke on its 2015 NCAA Championship.

New York Yankee bus shelter promotes ticket sales.

ticket sales; and brands such as Chick-fil-a and Coors Light are using baseball lingo in OOH executions, as well.

The New York Yankees used OOH to target its Latin American audience, featuring Derek Jeter and other Yankee greats, along with a special URL that di-rects passersby to a Spanish-launguage website.

Learn more about sports and OOH in this sales presentation.

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

F e b r u a r y 7 , 2 0 1 1 P a g e 2April 13, 2015 Page 2

Digital Billboards Warn of TornadosAs tornado season begins in Oklahoma, digital billboards will help warn drivers when dangerous storms are possible. In partnership with the Oklahoma Department of Transportation, Office of Emergency Management, and the National Weather service, 28 digital billboards around Oklahoma City will be used for tornado warnings. The billboards will be activated when the National Weather Service issues a tornado warning. The message will warn drivers they are in a tornado warning area, urge them to seek more informa-tion by tuning to a local news station, and take precautions during certain times of the day when storms are more prevalent.

In Des Moines, IA, last year, the Polk County Emergency Management (PCEM) Agency leveraged digital billboards to communicate disas-ter preparedness information.

“We want to have as many tools as pos-sible to reach out to our residents during emergencies,” PCEM Executive Director A.J. Mumm in an announcement. “Digital out of home media is an important new broadcast medium and an effective way to notify residents who may be tuned out from other media and not receiving vital emergency messages.”

The OOH industry has partnered with government agencies, including the Federal Emergency Management Agency (FEMA), to display public safety mes-sages for nearly a decade.

Fore more information about public safe-ty partnerships, contact Nicole Hayes at nhayes@oaaa.org or (202) 833-5566.

Tornado warning test on a digital billboard in Des Moines, IA.

Probably the Best Billboard EverAs the weather warms in London, beer drinkers are longing for cold pints out-doors.

With this in mind, Carls-berg installed a billboard in London’s Shoreditch that dispenses cold half pints of its lager.

Crowds lined up to sample the free beer. Patrons used #ProbablyTheBest to post photos of themselves enjoy-ing the complimentary treat to Instagram and Twitter.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV adver-tising.”

Ryan Newey, Fold 7, creator of the beer billboard, said, “Our ambition was to cre-ate the world’s best poster, and one that serves beer could certainly fit the bill.”

Learn more in The Mirror UK.

Global OOH to GrowAccording to the latest global media forecast from Carat, this year for the first time OOH will capture a larger share of global ad spending than magazines, at 7.1 percent compared to 6.4 percent for magazines.

Cinema and OOH will see gains in global revenue, including a healthy 4.8 percent for OOH, behind only digital media.

Mobile is growing 50 percent this year, but Carat notes a “discrepancy with the amount of time spent with mobile media disproportionate to the advertis-ing share mobile attracts.” The report notes there are concerns about mobile advertising: “A factor which is holding back investment in mobile is the dif-ficulty in proving the return on invest-ment for more traditional businesses.” Carat is still calling for solid spending gains in the US this year, even com-pared to the political and Olympic year in 2014. And next year looks slightly better, up 4.7 percent.

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

F e b r u a r y 7 , 2 0 1 1 P a g e 2Page 3April 13, 2015

Eye Catcher

To promote its summer drink Prickly Pear, Shiner used extensions on this billboard to highlight just how prickly this special brew can be.

Convention Speaker Spotlight: Mark Boidman

Deadline Approaching: ScholarshipsMonday, June 15, is the last day to submit applications for FOARE schol-arships for the 2015-2016 academic year.

FOARE will award nine scholarships to help college students further their education. The scholarship program supports those who are part of the OOH advertising industry family, along with other students pursuing studies related to the industry.

The following scholarships will beawarded:• Six $3,000 general scholarships• One $3,000 Creative Arts/De-

sign Scholarship • The $4,000 Vern and Elaine

Clark Outdoor Advertising Indus-try “Champion” Scholarship

• The $4,500 Ruth Segal Scholarship-which encourages the study of issues specifically related to OOH advertis-ing and public affairs.

Who is Eligible? • Undergraduate and graduate

students currently enrolled at an accredited institution

• High school seniors accepted to an undergraduate program at an accredited institution

• Students who have completed an undergraduate program and have been accepted into a Mas-ter’s or Doctoral program

Download the FOARE Scholarship application.

To learn more, please visit the FOARE webpage or contact Myron Laible at mlaible@oaaa.org or (202) 833-5566 or Tom Smith at tmfsmith@rcn.com or (202) 364-7130.

Mark Boidman will be a featured speaker at the 2015 OAAA\TAB National Conven-tion + Expo. He will address the audience during the general ses-sion on Wednes-day, May 13.

Mark Boidman is a managing director and member of the Media, Entertain-ment, Communications, and Technology group at Peter J. Soloman Company. Boidman has been recognized by digital media industry executives and profes-sional publications as a leading invest-ment banker in the media sector. He advises companies across the media and technology sectors, including digital media, marketing services, mobile and OOH media.

Boidman joined PJSC from Barclays, where he was head of OOH media, TV broadcasting, and radio coverage in its Global Technology Media and Telecom Group.

Boidman sits on the board of directors of the Digital Signage Federation. He is also a member of the Advisory Board of Gimbal, a beacon technology company. At the national convention, Boidman will discuss the state of the US media busi-ness and how it has and will affect the OOH industry, recent market activity and what we can expect to see in coming years, and how OOH can and will com-pare to competing media. Register to attend the 2015 OAAA\TAB National Convention + Expo. Visit oaaa.org/NationalConvention to view the agenda and see other speaker profiles.