April 22, 2021
OOH SmartBrief
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Top Story
Ken Klein, OAAA's executive vice president of government affairs, offers numerous examples that demonstrate political billboards have "no offseason" and are suitable for various voices "across the political spectrum." A single billboard can also resonate with viewers, such as a highway sign urging New York Governor Andrew Cuomo to resign, which captured media attention around the globe.
Full Story: Advertising Week 360 (4/19) 
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Campaigns
MullenLowe created an out-of-home campaign for the California Avocado Commission that features artwork from California designers and artists displayed on outdoor ads across San Francisco, San Diego, Los Angeles and Orange County, including a mural on the Venice Beach boardwalk. The campaign also includes social, audio and video content, and MullenLowe's Sean Wright explains, "We wanted to take the CA in avocados and turn it into an iconic representation of California, so that once you saw it, you couldn't 'un-see' it."
Full Story: Adweek (4/20) 
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Old Spice, Snap bring "Wild Collection" to AR life
(Dave J Hogan/Getty Images)
Old Spice partnered with Snap to create seven augmented reality filters on Snapchat inspired by seven characters epitomizing its "Wild Collection" deodorants. The campaign includes QR codes on in-store displays at retailers, including Walmart, H-E-B and Meijer, that enable users to virtually explore rooms for each Old Spice line via a unique portal lens.
Full Story: Adweek (4/20) 
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Weedmaps took over Times Square billboards on Tuesday (4/20) for a daylong celebration congratulating New York for legalizing recreational cannabis, encouraging viewers to "lift those legal joints" at a "transformative time" for the industry and calling attention to the 40,000 people who are incarcerated nationwide for cannabis offenses. This was Weedmaps' first media placement in New York's Times Square.
Full Story: Adweek (4/20) 
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Trending
Technological advances are opening the doors for brands to embark on multisensory out of home advertising that incorporates at least two senses to boost consumer excitement, attention and engagement, writes Movia Media CEO Casey Binkley. He points to the increasing popularity of in-store virtual shopping, hands-free, motion-censored ads and OOH augmented reality and visual recognition ads. Brands that embrace multisensory OOH media "will likely be way ahead of their competitors when it comes to engaging with their target market," Binkley writes.
Full Story: OOH Today (4/22) 
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Marketers can gain valuable insight into billboards, wallscapes, street furniture and other out of home efforts by mining appropriate data that offers insights beyond brand awareness, writes AdQuick's Matt O'Connor. He provides tips on tapping contact zones and map-based platforms and discusses the value of combining audience-based and place-based targeting and multichannel retargeting.
Full Story: Business 2 Community (4/19) 
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Regulatory & Research
An examination of recent cannabis legislation
(Mario Tama/Getty Images)
Ken Klein, OAAA's executive vice president of government affairs, offers an overview of states that are moving to legalize cannabis usage, including New Jesey, New Mexico, New York and South Dakota. While 42% of all out of home media spend is devoted to cannabis, several states are limiting or banning related billboards.
Full Story: Billboard Insider (4/21) 
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Leadership
Negotiate a win-win deal by staying positive, watching for body language cues and helping the other party in ways that won't hurt you, writes Chi Whitley. "A good rule of thumb is to have a couple of backup plans and to know what you'll do if you can't negotiate a deal," Whitley writes.
Full Story: Inpower Coaching (4/21) 
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OAAA News
The Majority Whip and the third-ranking Democrat in the United States House of Representatives, James E. Clyburn, has joined the blockbuster lineup of speakers. In addition, Rupen Desai, Chief Marketing Officer at Dole Packaged Foods, will be joining us at the virtual stage. Click here to view the latest list of speakers and register.
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Today I have grown taller from walking with the trees.
Karle Wilson Baker,
poet, writer
April 22 is Earth Day
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