Out of Home Advertising Association of America's 2020 Media Plan of the Year Awards Names Kinetic Worldwide For Facebook's "Thank You" Campaign
WASHINGTON, Dec. 17, 2020 /PRNewswire/ -- Today, the Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire out of home (OOH) advertising industry, announced the winners of its 21st Annual OOH Media Plan of the Year awards. This year's OOH Media Plan of the Year went to Kinetic Worldwide for its Facebook campaign encouraging users to acknowledge and thank frontline workers who are keeping communities running during the ongoing COVID pandemic.
Facebook launched the "Thank You" messaging in the New York, Los Angeles, San Francisco, and Seattle markets quickly by utilizing digital out of home (DOOH) and securing contextually relevant placements. In a Lucid study commissioned by Facebook, the "Thank You" campaign's utilization of OOH was deemed extremely successful at increasing both ad awareness and message pull through. Furthermore, the positive nature of the effort was further supported by OOH companies who provided additional bonus advertising in San Francisco and New York.
Other 2020 award winning-campaigns include:
Gold Award Winners
- Brex In-House
- MDB Communications for DC Lottery
- OUTFRONT Media for Hope Not Handcuffs
- OUTFRONT Media for Poppin
Silver Award Winners
- DMI Inc. for Georgetown University
- Grand Visual, Plexus, & Talon Outdoor in collaboration with The World Out of Home Organization (WOO) for #SendingLove
- Outdoor Media Group for McDonald's
- Posterscope for Comedy Central
- TriNet In-House
In addition, OAAA presented The OOH Measurement Award, which recognizes the importance of using quality data to create effective media plans, naming Vistar Media the winner for its work with Eaze. The Vistar Media campaign spanned two initiatives, which incorporated DOOH across its separate "Summer Celebration" and "End of Q3" campaigns. In both cases, Eaze used a data-driven strategy that leveraged programmatic DOOH to complement the other channels in its media mix, which included printed OOH, mobile, digital, audio, and digital partnerships.
"This year's winning campaigns perfectly exemplify the power of OOH and DOOH advertising even during one of the most difficult years contemporary marketers have ever faced," said Anna Bager, President and CEO, OAAA. "Our members, along with their clients and partners, can feel proud of how our industry has risen to the occasion and continued to demonstrate excellence and innovation against all odds, along with inspiration and value to consumers."
Winners of the OAAA Media Plan of the Year awards were chosen by a prestigious jury, which included:
- Stacy Enderle, Group Director, Media Planning, Essence Global
- Sofia Escamilla, Vice President of Media, Acent (Jury Chief)
- Billy Long, Executive Vice President, OOH Practice, Publicis Media (PMX)
- Kurt Schweitzer, Group Planning Director, Mindstream Media Group
- Matt Torre, Vice President, Media Brokers Inc (MBI)
All of the winners were revealed at OOH: NOW State of the Industry, a half-day event produced by the New York AD Club, with presentations from industry insiders and thought leaders across the ecosystem.
For more details on the winners and award program, please go to
http://oohmediaplanawards.org/
About the OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents more than 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers which comprise over 90 percent of the industry. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local government. OAAA-member media companies generously donate over $500 million in public service advertising annually. Founded in 1891, OAAA is headquartered in Washington, DC with offices in New York City. For more information, please visit oaaa.org.
SOURCE Out of Home Advertising Association
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