Out of Home Advertising Association of America, Inc.

The Out of Home Advertising Association of America (OAAA) is the national trade association representing the out of home (OOH) advertising industry in the United States. Its core mission is to protect, unite, and advance the interests of the OOH advertising sector. The OAAA advocates for the industry, working to enhance its value in legislative, regulatory, and marketing spheres, while also raising awareness and elevating the OOH medium. The association is headquartered in Washington, D.C., with additional offices in New York City.

OAAA provides a range of services to its over 850 member companies, which include media owners, advertisers, agencies, ad-tech providers, and suppliers. These services encompass government affairs, where it lobbies and protects industry interests at federal, state, and local levels, and industry initiatives focused on creating policies, standards, and best practices. The association also fosters member relations by offering tools, resources, and support, and organizes industry and networking events, including conferences and educational programs. The OOH media formats represented by OAAA include billboards, street furniture, transit, place-based media, and digital out of home (DOOH).

Anna Bager serves as the President and CEO of OAAA, with Patrick Dolan as the Chief Operating Officer. The OOH advertising industry has demonstrated significant growth, with revenue reaching a record $9.46 billion in 2025, marking 3.6% year-over-year growth and 19 consecutive quarters of expansion. Digital out of home (DOOH) is a primary growth driver, accounting for 36.3% of total OOH revenue and increasing by 10.5% year over year in 2025. The OAAA hosts its annual OOH Media Conference, with the 2026 event focusing on topics such as AI, creativity, and the impact of real-world media. The association also actively engages in industry standardization, having recently released an updated OpenOOH taxonomy to enhance transparency and scalability in DOOH buying, and partners with organizations like EARTHDAY.ORG for public service campaigns.

Latest updates

FBI-OAAA Partnership Renewal Expands Digital Billboard Public Safety Network

Event summary

  • FBI and OAAA renewed their partnership on May 6, 2026, expanding a nationwide program using digital billboards for public safety.
  • The program, launched in 2007, now spans over 10,000 digital screens across the U.S.
  • The initiative has contributed to resolving 58+ cases and generated 28,000+ tips since its inception.
  • OAAA and its members will continue collaborating with the FBI to support additional public safety initiatives.

The big picture

The renewal underscores the strategic value of digital out-of-home (DOOH) advertising in public safety, leveraging its speed, scale, and geographic precision. This partnership highlights the growing intersection of private sector innovation and law enforcement, particularly in leveraging media infrastructure for critical public safety communications. The program's success in generating actionable leads demonstrates the unique advantages of DOOH in reaching diverse audiences with timely information.

What we're watching

Program Expansion
How the renewed partnership will affect the scale and reach of the digital billboard network.
Public Engagement
Whether the program can sustain high levels of public engagement and tip generation.
Technological Integration
The pace at which real-time updates and geographic precision will enhance law enforcement efforts.

OOH Industry Focuses on AI, Media Economics at 2026 Conference

Event summary

  • The Out of Home Advertising Association of America (OAAA) 2026 Media Conference will be held May 11–13 in Dallas.
  • The agenda will feature speakers from Google, UTA, Zillow, and LUMA Partners, among others.
  • Key themes include AI's impact on media, shifting media economics, and the evolving role of OOH.
  • The conference will include a CEO discussion between the leaders of the three largest OOH companies.
  • The event will also introduce the inaugural OAAA Honors Circle, recognizing industry achievement.

The big picture

The OAAA conference highlights the ongoing evolution of the out-of-home advertising sector, driven by technological advancements and shifting consumer behavior. The inclusion of Google and UTA underscores the increasing convergence of media, technology, and talent representation within the industry. This event signals a strategic pivot towards data-driven, creative, and digitally integrated OOH solutions, reflecting a broader trend of brands seeking measurable impact and real-time engagement.

What we're watching

AI Integration
Google’s involvement signals a deeper push for AI integration within OOH advertising, potentially shifting the focus towards programmatic and data-driven campaigns, which will require significant infrastructure investment and talent acquisition.
Market Consolidation
The CEO discussion between the three largest OOH companies suggests ongoing pressure for consolidation and efficiency gains within the industry, potentially leading to further acquisitions or strategic partnerships.
Creative Evolution
The emphasis on pushing OOH beyond formula indicates a need for creative agencies to adapt and innovate, which could impact pricing models and the overall value proposition of OOH advertising.
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