OAAA Partners with Digital Advertising Alliance

OAAA Partners with Digital Advertising Alliance

OAAA Joins Broader Industry in Addressing New, Emerging Ad Technologies and Practices for Out-of-Home Advertising

WASHINGTON, DC — The Outdoor Advertising Association of America (OAAA), trade association for the out-of-home (OOH) advertising industry, has joined the broader industry in addressing new, emerging ad technologies and practices through the Digital Advertising Alliance (DAA), a self-regulatory organization that implements and enforces cross-industry principles around the collection and use of data for interest-based advertising. This step is intended to help inform future OAAA work and guide its members’ privacy efforts in the quickly evolving use of ad technology for OOH advertising.

By joining the DAA, OAAA is demonstrating its support for the responsible collection and use of data for advertising, including the principles of transparency and consumer control. While OAAA members do not generally engage in the collection of such data themselves, some OOH advertising companies are using aggregated data from mobile technology providers to help advertisers better match their messages to the appropriate audiences.

“OOH advertisers support the responsible collection and use of data by our partners for advertising purposes, and joining the DAA allows us to show our strong support for the DAA’s principles of transparency and control for consumers,” said Nancy Fletcher, president and CEO of OAAA. “Building on OAAA’s 125-year experience in setting responsible advertising practices, our membership in the DAA will help the OOH advertising industry work with our data partners to address new and emerging technologies, while advancing responsible data practices that respect consumer privacy.”

Among other privacy-friendly elements, the DAA Principles require that consumers grant permission through mobile devices in response to notice about the collection of precise location data for advertising. And, consumers also may withdraw their consent.

OAAA also announced two additional actions:

  • The creation of an industry task force focused on privacy issues that brings together a notable cross-section of industry leaders to address those issues, including, Mark Costa of JC Decaux, Allison Hoffman of Intersection, Tracy Lecher of Outfront Media, Bryan Parker of Clear Channel Outdoor, and Bill Ripp of Lamar Advertising Company
  • An updated Code of Industry Principles to state: “We encourage member companies to work with suppliers that provide appropriate notice and control for the collection of precise location data from mobile phone devices used for advertising purposes.”

The DAA has released guidance for the application of its self-regulatory principles in the mobile environment. OAAA strongly encourages all of its data partners to follow that guidance, which is independently enforced by the Council of Better Business Bureaus and Direct Marketing Association for DAA participants and non-participants alike.

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

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