Insider Interviews

OAAA’s Anna Bager on Out of Home Improvement

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Episode notes

Anna Bager, the CEO of the OAAA -- the trade association for outdoor advertising (OOH) -- recently shared with host E.B. Moss just why what's old is new again. OOH as a medium survived the downturn in travel during the peak pandemic months in part by leveraging its strength as a public service tool. But hear how its decades long evolution has gone from static hiway signs to interactive digital takeovers, all of which enables "brand and demand" marketing for advertisers.

Bager explains why the pandemic has helped spur new technologies (look out for 5G and the metaverse!) but why tempering excitement over new tech is important to balance with society’s heightened need for humanity and real connections. Hear why OOH is a strategy that helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant, privacy-compliant AND hyper-local!
It's a great complement to Epi 43 with Marc Kidd of Captivate, the DOOH medium that faced its own evolution from being "just" in elevators...and to Epi 20 about the IAB, where Bager was EVP prior to joining the OAAA.

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