Outdoor Campaigns Demonstrate the Importance of Creativity and Ability to Offer Customized Experiences
WASHINGTON, DC — The Outdoor Advertising Association of America (OAAA) has revealed the 115 contenders for the 2017 OBIE Awards. Celebrating its 75th anniversary this year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out-of-home (OOH) medium.
In addition to multiple Bronze, Silver, and Gold OBIE Awards, OAAA will present the first ever Platinum OBIE Award, as well as four new Craft Awards. Additional categories this year honor OOH work that is contextual, engaging, experiential, and more.
“OOH continues to grow and with it so does the beauty, creativity, and innovation used in creating the work,” said OAAA’s Chief Marketing Officer Stephen Freitas. “We had hundreds of great entries this year that exemplify the effectiveness of the medium.”
The 115 campaigns nominated this year demonstrate the importance of creativity in OOH, and many showcase the medium’s ability to offer a customized experience to capture audience attention.
To promote its new exhibit on ancient Greek artifacts, the Field Museum installed a giant Trojan Horse encasing one of Chicago’s most popular subway entrances. The installation could not be missed as passersby snapped photos and tweeted about the experience.
“This year’s finalists demonstrate that it often only takes a few words and a strong visual to create great OOH,” said Chief OBIE Judge Jeanie Caggiano. “If you can convey a message that is simple yet powerful, you can design for OOH and maybe even win an OBIE.”
To demonstrate its vast travel network, American Airlines added a shadow to its logo flying over its many service locations. This “Shadows” campaign demonstrates how stunning imagery paired with a recognizable symbol can relay a powerful message.
As technologies expand and improve, there are greater opportunities to personalize interactions with consumers. Google Home took innovation to great heights by installing the many impressive features the product offers into multiple transit shelters. Using a touch screen, the shelters allowed commuters to make temperature and lighting adjustments and select music.
The 2017 winners will be announced at the OBIE Awards Gala on Tuesday, May 16. The event will be held as part of the OAAAGeopath National Convention + Expo at Mardi Gras World in New Orleans, LA.
A complete alphabetical list of 2017 OBIE contender agencies and campaigns is available here.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.