Outdoor Outlook

To OAAA Members Colleagues and Friends

Just before 2013 I addressed students and professors at Duke University in celebration of the 20th anniversary of the Hartman Center for Sales Advertising and Marketing History which houses archives for the out of home (OOH) advertising industry The presentation en-titled ldquoBrilliant Past and Even Brighter Futurerdquo summarized more than a century of OOH his-tory The same title comes to mind when I think of the progress our industry made last year This was a brilliant year for OOH and it has set the foundation for an even brighter future

What made it a brilliant year A United Industry The OOH industry joined together this year more than ever aligned behind whatrsquos most important together a formidable force Whether it was uniting as OAAA intervened on behalf of the industry in the Scenic America v US DOT lawsuit working together to address state legislatures or celebrating the industryrsquos success at the OAAATAB National Convention and Trade Show in Los Angeles OAAA felt the strong binds of industry unity throughout 2013 A Growing AudienceOOH audiences grew in 2013 More people are spending time away from their homes engaging with OOH at multiple touch points throughout their days The selection of OOH formats grew as well providing audiences with new and innovative interactive solutions OOH is helping advertisers reach more people to take their messages further Increasing RevenueOOH revenue continues to grow and it is forecasted to maintain steady growth in todayrsquos competitive market OOH revenue was up 44 percent in the first nine months of 2013 reaching $53 billion and making it the second fastest growing advertising medium in the United States With data support from research and insight firms Kantar and Miller Kaplan OOH has seen 14 consecutive quarters of revenue growth A Clear Value PropositionAlignment to industry branding continues but focus is now more external as we communicate to advertisers a clear value propo-sition In 2013 OAAArsquos energetic outreach program to dozens of ad agencies clearly and effectively demonstrated how OOH amplifies connects and inspires

Groundbreaking Campaigns We saw some ground-breaking OOH campaigns in 2013 From Samsungrsquos use of mobile engagement to Twinkiersquos tease and reveal reintroduction to the world this year OOH turned heads sparked conversations and shined as a leading advertising me-dium daring to be relevant and direct

A Technology RevolutionTechnology is making OOH stronger and more versatile With 4400 digital billboard displays and thousands of digital street furniture transit and place-based screens OOH is making a name for itself as the go-to medium for consumer engagement and immediacy

Engaging Social Mobile ConsumersOOHrsquos ability to surround and immerse consumers while away from home has made it the perfect strategic complement to social and mobile technology In addition to many successful campaigns we saw in 2013 that highlight OOHrsquos integration with social and mobile platforms new studies are now available that prove it

2013 Annual Report Brilliant Past and a Brighter Future

January 6 2014

Outdoor Advertising Association of America bull 1850 M Street NW Suite 1040 bull Washington DC 20036 bull (202) 833-5566

Award Winning AchievementsExtraordinary and unique achievements in OOH were recognized and celebrated in 2013 with the presentation of the OBIE Awards and OOH Media Plan Awards

OBIE Best Billboard Prudential Day OneOBIE Best Street Furniture Bravorsquos Interior Therapy with Jeff LewisOBIE Best Multi-format Absolut GreyhoundOOH Media Plan of the Year Microsoft Windows 8 ldquoTiles Squarerdquo launch

Corporate CitizenshipEach year the industry gives back to communities and those in need In 2013 OOH donated more than $450 million in free pub-lic service space to thousands of nonprofit and government organizations From support during weather emergencies to helping law enforcement find fugitives to working with the Ad Council to helping to prevent texting while driving the OOH industryrsquos dedication to public service remains true

A Growing Advocacy ToolboxOur advocacy toolbox expanded like never before in 2013 OAAA launched an enhanced and more user-friendly website complete with a creative testing tool that allows members to view OOH creative in the environment at a range of distances A comprehensive suite of marketing sales and advocacy videos were introduced We developed and deployed an advertising and marketing college curriculum to recruit fresh talent and a sellerrsquos curriculum was designed to improve the skills of OOH sales professionals

The efforts and achievements of 2013 have set the foundation for an even brighter 2014 ndash the year OOH may break the market-share barrier to reach 5 percent of total ad spend

Big things will happen for OOH in 2014 While there is a threat to digital billboards in Washington wersquoll work as a united industry to find a solution Top advertisers will be surveyed to determine industry progress in aligning to the new OOH brand OAAA will reach out to agencies and advertisers on behalf of the industry to schedule C-level meetings And the industry is planning a historic unprecedented national campaign that will showcase the power of OOH like never before

Thank you for making 2013 a brilliant year

Stay tuned and stay united with us in 2014

Sincerely

Nancy Fletcher OAAA President amp CEO

Outdoor OutlookJanuary 6 2014

F e b r u a r y 7 2 0 1 1 P a g e 2February 7 2011

2013 - 2015 OAAA Leadership

OAAA Executive Committee

ChairWally KellyCBS Outdoor

President amp CEONancy FletcherOAAA

SecretaryWilliam Reagan SrReagan National Advertising

TreasurerSean ReillyLamar Advertising Company

Vice Chair CommunicationsRichard SchapsVan Wagner Communications

Vice Chair LegislativeBryan ParkerClear Channel Outdoor

Vice Chair MarketingDon AllmanTitan

Vice Chair MembershipTom NortonNorton Outdoor Advertising

Vice Chair Standards Safety amp TechnologyCharles B MillerBurkhart Advertising

Vice Chair Ways amp MeansSuzanne GrimesClear Channel Outdoor

Ex-Officio ChairMark Moyer Fairway Outdoor Advertising

Members At Large

John BarrettBarrett Outdoor Communication

Paul Cook Wolverine Sign Works

Jean Luc DecauxJCDecaux North America

Francois de Gaspe BeaubienZoom Media amp Marketing

David FeldmanPark Outdoor Advertising

Doug FrantinStreetblimps

Lou Friedman Total Outdoor

Steven GorlechenSteen Outdoor Advertising

Drew KatzInterstate Outdoor Advertising

Vince MillerDDI Media

Jim MoravecStott Outdoor Advertising

Patrick OrsquoDonnellYESCO Outdoor Media

Richard PetersonPorter Advertising

Carlos Pujol Cemusa

Debra ThompsonCleveland Outdoor Advertising

Constituent Chairs

Chairman Street Furniture Transit and Alternative RoundtableDavid KupiecNational CineMedia

Chairman Suppliers CouncilAllan Atkins Independentrsquos Service Company

Wally Kelly

Legislative Report

In 2013 OAAArsquos legislative team helped create a positive legislative regulatory and legal environment to protect and promote the value of outdoor advertising History-making events throughout the year showcased significant changes in the industryrsquos role as a regulated enterprise as well as the power of the medium as a communications tool

Working with Government to Serve Communities On March 14 1950 the FBI launched its first ldquo10 Most Wanted Fugitivesrdquo list Exactly 63 years later the FBI added a new fugitive to its famous Top 10 list activating digital bill-

boards in four states in English and Spanish The fugitive was in custody in less than two weeks voluntarily returning to the United States from El Salvador

Nearly a third of fugitives on the FBIrsquos Top 10 list have been lo-cated as a direct result of media attention leading to tips from the public The premise that information empowers the public to help law enforcement remains intact but the way informa-tion is disseminated has changed Now the FBI embraces OOH and social media On September 30 OAAA posted a new video featuring FBI testimonials about the successful industry partnership with the Bureau

F e b r u a r y 7 2 0 1 1 P a g e 2January 6 2014 Page 3

OAAA is a passionate advocate and a progressive thought leader for the OOH advertising indus-try The organization its staff and Board of Directors protect unite and advance the interests of OOH so it can continue to adapt and prosper in a rapidly changing media landscape

Immediately after the Boston Marathon bombings in April local digital billboards delivered news and emergency infor-mation Digital billboards later displayed the photograph of a bombing suspect who was apprehended in nearby Water-town MA days later

A generation ago government heavily regulated tobacco marketing In late 1998 cigarette manufacturers agreed to stop advertising on OOH formats following a settlement with state attorneys general In April the Centers for Disease Control and Prevention (CDC) launched a 16-week paid anti-smoking campaign that included OOH media

The National Highway Traffic Safety Administration (NHTSA) relaunched a campaign against texting while driving last year delivering its safety message via multiple OOH formats

ldquoThe campaign is aimed at urging drivers teens in particular to stay focused every time they get behind the wheelrdquo said David Strickland former NHTSA administrator

Litigation On January 23 Scenic America filed a lawsuit challenging the Federal Highway Administrationrsquos 2007 Guidance to the states on regulating digital billboards On October 23 US District Court Judge James Boasberg ruled that Scenic America had ldquostandingrdquo to sue the government The judge later set a briefing schedule through April of 2014

OAAA intervened in the case on behalf of the outdoor adver-tising industry The government as defendant (US-DOT and FHWA) is represented by the Department of Justice OAAA is represented by Williams amp Connolly a Washington DC-based litigation firm

A Change in Transportation Leadership

Anthony Foxx was sworn in as the 17th Secretary of Transportation replacing Ray LaHood Foxx former mayor of Charlotte NC pledged to continue LaHoodrsquos emphasis on safety As a candidate for local office Foxx used billboards

Congress

Working with OAAA members across the country the trade association educated new members of Congress elected in 2012 as well as candidates seeking office In a special election in October in New Jersey Cory Booker was elected to the US Senate

Much of the in-dustryrsquos political outreach oc-curred outside Washington DC with operators and suppliers explaining their roles in local communities and the economy

The Digital Revolution

In mid-year 2013 there were 4400 digital billboards nationwide according to OAAArsquos survey of manufacturers and operators

To keep pace with demand for the product manufacturers expanded capacity and added jobs In August Assembly maga-zine published an article on the high-tech manufacturing of digital billboards

To showcase the industryrsquos commitment to lighting standards OAAA arranged a demonstration of digital billboard lighting measurement in conjunction with a state regulatorsrsquo confer-ence in Savannah GA in August

Industry Research

New research published in 2013 helped set the record straight and counter opponentsrsquo claims about property values and traf-fic safety An exhaustive OAAA-sponsored analysis of property

January 6 2014 Page 4

Digital billboards in the Boston area helped direct families and traffic following the Boston Marathon bombing in April

Daktronics tweets about OAAArsquos visit with Gov Mike Rounds also a Senatorial candidate

Left to right Sen Cory Booker (D-NJ) with Drew Katz Interstate Outdoor Advertising

Award Winning AchievementsExtraordinary and unique achievements in OOH were recognized and celebrated in 2013 with the presentation of the OBIE Awards and OOH Media Plan Awards

OBIE Best Billboard Prudential Day OneOBIE Best Street Furniture Bravorsquos Interior Therapy with Jeff LewisOBIE Best Multi-format Absolut GreyhoundOOH Media Plan of the Year Microsoft Windows 8 ldquoTiles Squarerdquo launch

Corporate CitizenshipEach year the industry gives back to communities and those in need In 2013 OOH donated more than $450 million in free pub-lic service space to thousands of nonprofit and government organizations From support during weather emergencies to helping law enforcement find fugitives to working with the Ad Council to helping to prevent texting while driving the OOH industryrsquos dedication to public service remains true

A Growing Advocacy ToolboxOur advocacy toolbox expanded like never before in 2013 OAAA launched an enhanced and more user-friendly website complete with a creative testing tool that allows members to view OOH creative in the environment at a range of distances A comprehensive suite of marketing sales and advocacy videos were introduced We developed and deployed an advertising and marketing college curriculum to recruit fresh talent and a sellerrsquos curriculum was designed to improve the skills of OOH sales professionals

The efforts and achievements of 2013 have set the foundation for an even brighter 2014 ndash the year OOH may break the market-share barrier to reach 5 percent of total ad spend

Big things will happen for OOH in 2014 While there is a threat to digital billboards in Washington wersquoll work as a united industry to find a solution Top advertisers will be surveyed to determine industry progress in aligning to the new OOH brand OAAA will reach out to agencies and advertisers on behalf of the industry to schedule C-level meetings And the industry is planning a historic unprecedented national campaign that will showcase the power of OOH like never before

Thank you for making 2013 a brilliant year

Stay tuned and stay united with us in 2014

Sincerely

Nancy Fletcher OAAA President amp CEO

Outdoor OutlookJanuary 6 2014

F e b r u a r y 7 2 0 1 1 P a g e 2February 7 2011

2013 - 2015 OAAA Leadership

OAAA Executive Committee

ChairWally KellyCBS Outdoor

President amp CEONancy FletcherOAAA

SecretaryWilliam Reagan SrReagan National Advertising

TreasurerSean ReillyLamar Advertising Company

Vice Chair CommunicationsRichard SchapsVan Wagner Communications

Vice Chair LegislativeBryan ParkerClear Channel Outdoor

Vice Chair MarketingDon AllmanTitan

Vice Chair MembershipTom NortonNorton Outdoor Advertising

Vice Chair Standards Safety amp TechnologyCharles B MillerBurkhart Advertising

Vice Chair Ways amp MeansSuzanne GrimesClear Channel Outdoor

Ex-Officio ChairMark Moyer Fairway Outdoor Advertising

Members At Large

John BarrettBarrett Outdoor Communication

Paul Cook Wolverine Sign Works

Jean Luc DecauxJCDecaux North America

Francois de Gaspe BeaubienZoom Media amp Marketing

David FeldmanPark Outdoor Advertising

Doug FrantinStreetblimps

Lou Friedman Total Outdoor

Steven GorlechenSteen Outdoor Advertising

Drew KatzInterstate Outdoor Advertising

Vince MillerDDI Media

Jim MoravecStott Outdoor Advertising

Patrick OrsquoDonnellYESCO Outdoor Media

Richard PetersonPorter Advertising

Carlos Pujol Cemusa

Debra ThompsonCleveland Outdoor Advertising

Constituent Chairs

Chairman Street Furniture Transit and Alternative RoundtableDavid KupiecNational CineMedia

Chairman Suppliers CouncilAllan Atkins Independentrsquos Service Company

Wally Kelly

Legislative Report

In 2013 OAAArsquos legislative team helped create a positive legislative regulatory and legal environment to protect and promote the value of outdoor advertising History-making events throughout the year showcased significant changes in the industryrsquos role as a regulated enterprise as well as the power of the medium as a communications tool

Working with Government to Serve Communities On March 14 1950 the FBI launched its first ldquo10 Most Wanted Fugitivesrdquo list Exactly 63 years later the FBI added a new fugitive to its famous Top 10 list activating digital bill-

boards in four states in English and Spanish The fugitive was in custody in less than two weeks voluntarily returning to the United States from El Salvador

Nearly a third of fugitives on the FBIrsquos Top 10 list have been lo-cated as a direct result of media attention leading to tips from the public The premise that information empowers the public to help law enforcement remains intact but the way informa-tion is disseminated has changed Now the FBI embraces OOH and social media On September 30 OAAA posted a new video featuring FBI testimonials about the successful industry partnership with the Bureau

F e b r u a r y 7 2 0 1 1 P a g e 2January 6 2014 Page 3

OAAA is a passionate advocate and a progressive thought leader for the OOH advertising indus-try The organization its staff and Board of Directors protect unite and advance the interests of OOH so it can continue to adapt and prosper in a rapidly changing media landscape

Immediately after the Boston Marathon bombings in April local digital billboards delivered news and emergency infor-mation Digital billboards later displayed the photograph of a bombing suspect who was apprehended in nearby Water-town MA days later

A generation ago government heavily regulated tobacco marketing In late 1998 cigarette manufacturers agreed to stop advertising on OOH formats following a settlement with state attorneys general In April the Centers for Disease Control and Prevention (CDC) launched a 16-week paid anti-smoking campaign that included OOH media

The National Highway Traffic Safety Administration (NHTSA) relaunched a campaign against texting while driving last year delivering its safety message via multiple OOH formats

ldquoThe campaign is aimed at urging drivers teens in particular to stay focused every time they get behind the wheelrdquo said David Strickland former NHTSA administrator

Litigation On January 23 Scenic America filed a lawsuit challenging the Federal Highway Administrationrsquos 2007 Guidance to the states on regulating digital billboards On October 23 US District Court Judge James Boasberg ruled that Scenic America had ldquostandingrdquo to sue the government The judge later set a briefing schedule through April of 2014

OAAA intervened in the case on behalf of the outdoor adver-tising industry The government as defendant (US-DOT and FHWA) is represented by the Department of Justice OAAA is represented by Williams amp Connolly a Washington DC-based litigation firm

A Change in Transportation Leadership

Anthony Foxx was sworn in as the 17th Secretary of Transportation replacing Ray LaHood Foxx former mayor of Charlotte NC pledged to continue LaHoodrsquos emphasis on safety As a candidate for local office Foxx used billboards

Congress

Working with OAAA members across the country the trade association educated new members of Congress elected in 2012 as well as candidates seeking office In a special election in October in New Jersey Cory Booker was elected to the US Senate

Much of the in-dustryrsquos political outreach oc-curred outside Washington DC with operators and suppliers explaining their roles in local communities and the economy

The Digital Revolution

In mid-year 2013 there were 4400 digital billboards nationwide according to OAAArsquos survey of manufacturers and operators

To keep pace with demand for the product manufacturers expanded capacity and added jobs In August Assembly maga-zine published an article on the high-tech manufacturing of digital billboards

To showcase the industryrsquos commitment to lighting standards OAAA arranged a demonstration of digital billboard lighting measurement in conjunction with a state regulatorsrsquo confer-ence in Savannah GA in August

Industry Research

New research published in 2013 helped set the record straight and counter opponentsrsquo claims about property values and traf-fic safety An exhaustive OAAA-sponsored analysis of property

January 6 2014 Page 4

Digital billboards in the Boston area helped direct families and traffic following the Boston Marathon bombing in April

Daktronics tweets about OAAArsquos visit with Gov Mike Rounds also a Senatorial candidate

Left to right Sen Cory Booker (D-NJ) with Drew Katz Interstate Outdoor Advertising

F e b r u a r y 7 2 0 1 1 P a g e 2February 7 2011

2013 - 2015 OAAA Leadership

OAAA Executive Committee

ChairWally KellyCBS Outdoor

President amp CEONancy FletcherOAAA

SecretaryWilliam Reagan SrReagan National Advertising

TreasurerSean ReillyLamar Advertising Company

Vice Chair CommunicationsRichard SchapsVan Wagner Communications

Vice Chair LegislativeBryan ParkerClear Channel Outdoor

Vice Chair MarketingDon AllmanTitan

Vice Chair MembershipTom NortonNorton Outdoor Advertising

Vice Chair Standards Safety amp TechnologyCharles B MillerBurkhart Advertising

Vice Chair Ways amp MeansSuzanne GrimesClear Channel Outdoor

Ex-Officio ChairMark Moyer Fairway Outdoor Advertising

Members At Large

John BarrettBarrett Outdoor Communication

Paul Cook Wolverine Sign Works

Jean Luc DecauxJCDecaux North America

Francois de Gaspe BeaubienZoom Media amp Marketing

David FeldmanPark Outdoor Advertising

Doug FrantinStreetblimps

Lou Friedman Total Outdoor

Steven GorlechenSteen Outdoor Advertising

Drew KatzInterstate Outdoor Advertising

Vince MillerDDI Media

Jim MoravecStott Outdoor Advertising

Patrick OrsquoDonnellYESCO Outdoor Media

Richard PetersonPorter Advertising

Carlos Pujol Cemusa

Debra ThompsonCleveland Outdoor Advertising

Constituent Chairs

Chairman Street Furniture Transit and Alternative RoundtableDavid KupiecNational CineMedia

Chairman Suppliers CouncilAllan Atkins Independentrsquos Service Company

Wally Kelly

Legislative Report

In 2013 OAAArsquos legislative team helped create a positive legislative regulatory and legal environment to protect and promote the value of outdoor advertising History-making events throughout the year showcased significant changes in the industryrsquos role as a regulated enterprise as well as the power of the medium as a communications tool

Working with Government to Serve Communities On March 14 1950 the FBI launched its first ldquo10 Most Wanted Fugitivesrdquo list Exactly 63 years later the FBI added a new fugitive to its famous Top 10 list activating digital bill-

boards in four states in English and Spanish The fugitive was in custody in less than two weeks voluntarily returning to the United States from El Salvador

Nearly a third of fugitives on the FBIrsquos Top 10 list have been lo-cated as a direct result of media attention leading to tips from the public The premise that information empowers the public to help law enforcement remains intact but the way informa-tion is disseminated has changed Now the FBI embraces OOH and social media On September 30 OAAA posted a new video featuring FBI testimonials about the successful industry partnership with the Bureau

F e b r u a r y 7 2 0 1 1 P a g e 2January 6 2014 Page 3

OAAA is a passionate advocate and a progressive thought leader for the OOH advertising indus-try The organization its staff and Board of Directors protect unite and advance the interests of OOH so it can continue to adapt and prosper in a rapidly changing media landscape

Immediately after the Boston Marathon bombings in April local digital billboards delivered news and emergency infor-mation Digital billboards later displayed the photograph of a bombing suspect who was apprehended in nearby Water-town MA days later

A generation ago government heavily regulated tobacco marketing In late 1998 cigarette manufacturers agreed to stop advertising on OOH formats following a settlement with state attorneys general In April the Centers for Disease Control and Prevention (CDC) launched a 16-week paid anti-smoking campaign that included OOH media

The National Highway Traffic Safety Administration (NHTSA) relaunched a campaign against texting while driving last year delivering its safety message via multiple OOH formats

ldquoThe campaign is aimed at urging drivers teens in particular to stay focused every time they get behind the wheelrdquo said David Strickland former NHTSA administrator

Litigation On January 23 Scenic America filed a lawsuit challenging the Federal Highway Administrationrsquos 2007 Guidance to the states on regulating digital billboards On October 23 US District Court Judge James Boasberg ruled that Scenic America had ldquostandingrdquo to sue the government The judge later set a briefing schedule through April of 2014

OAAA intervened in the case on behalf of the outdoor adver-tising industry The government as defendant (US-DOT and FHWA) is represented by the Department of Justice OAAA is represented by Williams amp Connolly a Washington DC-based litigation firm

A Change in Transportation Leadership

Anthony Foxx was sworn in as the 17th Secretary of Transportation replacing Ray LaHood Foxx former mayor of Charlotte NC pledged to continue LaHoodrsquos emphasis on safety As a candidate for local office Foxx used billboards

Congress

Working with OAAA members across the country the trade association educated new members of Congress elected in 2012 as well as candidates seeking office In a special election in October in New Jersey Cory Booker was elected to the US Senate

Much of the in-dustryrsquos political outreach oc-curred outside Washington DC with operators and suppliers explaining their roles in local communities and the economy

The Digital Revolution

In mid-year 2013 there were 4400 digital billboards nationwide according to OAAArsquos survey of manufacturers and operators

To keep pace with demand for the product manufacturers expanded capacity and added jobs In August Assembly maga-zine published an article on the high-tech manufacturing of digital billboards

To showcase the industryrsquos commitment to lighting standards OAAA arranged a demonstration of digital billboard lighting measurement in conjunction with a state regulatorsrsquo confer-ence in Savannah GA in August

Industry Research

New research published in 2013 helped set the record straight and counter opponentsrsquo claims about property values and traf-fic safety An exhaustive OAAA-sponsored analysis of property

January 6 2014 Page 4

Digital billboards in the Boston area helped direct families and traffic following the Boston Marathon bombing in April

Daktronics tweets about OAAArsquos visit with Gov Mike Rounds also a Senatorial candidate

Left to right Sen Cory Booker (D-NJ) with Drew Katz Interstate Outdoor Advertising

Immediately after the Boston Marathon bombings in April local digital billboards delivered news and emergency infor-mation Digital billboards later displayed the photograph of a bombing suspect who was apprehended in nearby Water-town MA days later

A generation ago government heavily regulated tobacco marketing In late 1998 cigarette manufacturers agreed to stop advertising on OOH formats following a settlement with state attorneys general In April the Centers for Disease Control and Prevention (CDC) launched a 16-week paid anti-smoking campaign that included OOH media

The National Highway Traffic Safety Administration (NHTSA) relaunched a campaign against texting while driving last year delivering its safety message via multiple OOH formats

ldquoThe campaign is aimed at urging drivers teens in particular to stay focused every time they get behind the wheelrdquo said David Strickland former NHTSA administrator

Litigation On January 23 Scenic America filed a lawsuit challenging the Federal Highway Administrationrsquos 2007 Guidance to the states on regulating digital billboards On October 23 US District Court Judge James Boasberg ruled that Scenic America had ldquostandingrdquo to sue the government The judge later set a briefing schedule through April of 2014

OAAA intervened in the case on behalf of the outdoor adver-tising industry The government as defendant (US-DOT and FHWA) is represented by the Department of Justice OAAA is represented by Williams amp Connolly a Washington DC-based litigation firm

A Change in Transportation Leadership

Anthony Foxx was sworn in as the 17th Secretary of Transportation replacing Ray LaHood Foxx former mayor of Charlotte NC pledged to continue LaHoodrsquos emphasis on safety As a candidate for local office Foxx used billboards

Congress

Working with OAAA members across the country the trade association educated new members of Congress elected in 2012 as well as candidates seeking office In a special election in October in New Jersey Cory Booker was elected to the US Senate

Much of the in-dustryrsquos political outreach oc-curred outside Washington DC with operators and suppliers explaining their roles in local communities and the economy

The Digital Revolution

In mid-year 2013 there were 4400 digital billboards nationwide according to OAAArsquos survey of manufacturers and operators

To keep pace with demand for the product manufacturers expanded capacity and added jobs In August Assembly maga-zine published an article on the high-tech manufacturing of digital billboards

To showcase the industryrsquos commitment to lighting standards OAAA arranged a demonstration of digital billboard lighting measurement in conjunction with a state regulatorsrsquo confer-ence in Savannah GA in August

Industry Research

New research published in 2013 helped set the record straight and counter opponentsrsquo claims about property values and traf-fic safety An exhaustive OAAA-sponsored analysis of property

January 6 2014 Page 4

Digital billboards in the Boston area helped direct families and traffic following the Boston Marathon bombing in April

Daktronics tweets about OAAArsquos visit with Gov Mike Rounds also a Senatorial candidate

Left to right Sen Cory Booker (D-NJ) with Drew Katz Interstate Outdoor Advertising

Serving Members

On average the OAAA Legislative team fulfills two requests per day for information research and analysis More than 700 requests were fulfilled in 2013 Once a month OAAA staff participates in a state association meeting The monthly Legal Report from OAAA Counsel Eric Rubin explains the intersection of the law and regulation of the industry

records in Tampa FL showed that billboards did not impact property values

Meanwhile opponents touted a report published in January on experimental digital billboards in Sweden that raised con-cerns about safety An OAAA-commissioned analysis found the report to have limited reliability due to significant data loss and unsophisticated testing equipment used to study driversrsquo behavior

Underscoring the economic relevance of the medium new research in Atlanta found more than 11000 local busi-nesses communicate with customers via billboards Those advertisers employ 327228 workers or 29 employees per advertiser

OAAA produced four new advocacy videos to explain how billboards support jobs serve communities deliver public service and help law enforcement

State Progress

In Georgia the Supreme Court ruled the statersquos vegetation control statute met constitutional muster

ldquoThe strong testimonials from law enforcement in the new OAAA videos highlight the effective-ness of our medium and rebut opposition claimsrdquo

- Joe Little CBS Outdoor

January 6 2014 Page 5

allowing the state to begin issuing long-sought permits

Virginia enacted four separate laws that strengthen regulation of billboards Lost profits are compensable in takings locali-ties must notify the state when planting vegetation billboards can be relocated in lieu of condemnation and billboards are considered personal property

Oklahoma also enacted billboard-relocation legislation in 2013 and a new law in Wisconsin designates billboards as personal property

Tennessee adopted the industryrsquos recommended lighting limits for digital billboards in 2013

Marketing Report

2013 was an industrious year for OAAArsquos marketing team who worked tirelessly to inform educate and promote the power of OOH to all audiences

OOH Brand Positioning

Since 2012 OAAA and its members have remained focused on industry alignment to the new OOH brand position OAAA shared information about the new positioning with members by conducting three-hour brand alignment workshops in Chi-cago New York Los Angles Dallas Miami and Atlanta Nearly 250 industry professionals including account executives sales managers and general managers attended the ses-sions where they learned first-hand how to apply the new OOH brand to their own businesses and careers

While internal industry alignment is ongoing OAAA began implementing an external communication strategy that will continue into 2014 In September OAAA launched an agency roadshow initiative providing the advertising industry with the latest information on the broad capacities of OOH consumer research TAB OOH Ratings convergence with mobile and social media OAAA resources and examples of the best OOH

creative campaigns OAAA visited 43 agency planning groups in 11 markets last year addressing more than 300 agency professionals

OAAA was honored to represent the OOH industry at important ad industry events In March OAAA and TAB co-sponsored a booth at the 4Arsquos Transformation con-ference in Los Angeles CA and in October an industry booth was part of the ANA Masters of Marketing Con-ference in Phoenix AZ Marketing topics including elements of the OAAA agency roadshow were presented at four OOH state association meetings

As part of the outreach OAAA has produced a series of short informative videos that can be used to quickly communi-cate strengths about the medium The series includes three

ldquoCanrsquot thank you enough for your generous time and contributions to our Learn-ing Session Lots of great feedback pouring in Your presentation was inspiring and Irsquom grateful for your presence Thanks for mak-ing the day a hitrdquo

- Charles Venancio Fidelity Investments

marketing videos with a general industry overview a video highlighting the value of billboard advertising and a third that demonstrates the creative potential of the medium

In support of the video suite a collection of pocket brochures was created to educate the advertising community about the OOH brand Topics include OOHrsquos creative power amplification capabilities OOH and the social media ecosystem and a col-lection of informative case studies

Marketing Insights

OAAA commissioned an important research study that exam-ined the relationship between OOH and the Internet proving how OOH drives online search website visits and social media activity Called RushmoreVote the study asked people to vote for the next face to appear on Mt Rushmore George W Bush or Barack Obama The study proved online activations gener-ated by OOH index at nearly three times the expected levels when considering relative ad spend

In September OAAA launched the everywhereUR campaign which invited people to tweet photographs to a Times Square digital billboard The campaign was created as a way to showcase OOH capabilities during Advertising Week in New York City The results were impressive with more than 100 press placements and submissions from all over the world Coupled with RushmoreVote the two studies demonstrate how effectively OOH can ignite social media campaigns

Establishing Best Practices

The OAAA Interactive OOH Committee worked over the summer months to devel-op guidelines for creating cohesive social media content and engagement models for the OOH industry The standards al-low media agencies to plan OOH campaigns across multiple providers and platforms with continuity The guidelines were also developed to help OOH media companies build back-end systems that are consistent across the industry as well as define an industry standard for mobile touchpoints based cur-rently on QR Code and NFC triggers

The committee has also compiled initial findings related to ldquobig datardquo which is the aggregation of enormous mobile data sources The committee continues to assimilate information about this emerging area of media insights

Earlier in the year OAAA worked with a special ad hoc commit-tee of members to develop best practices related to photogra-phy The comprehensive review underscored the importance of quality photography in the selling process and in post-cam-paign analysis

Becoming More Professional and Accountable

OAAA and TAB teamed up to create a comprehensive sales training curriculum for OOH sales professionals and OOH specialists focused on TAB OOH Ratings and consultative selling skills The first workshop took take place on December 3 ndash 4 in St Louis MO with nearly 100 members participating More workshops are planned for 2014 and the course work is available to members as a series of training modules that can be downloaded as facilitator and participant guidebooks and presentations Webinars have also been created and will be presented in 2014

January 6 2014 Page 6

RushmoreVote billboards asked the public to vote for the new face to appear on Mount Rushmore

The Value of OOH

The industry adopted a newly stated value proposition that relates directly to customer needs committing that ldquoOut of home builds brands and drives growth with a powerful mix of formats locations and technology that sur-rounds and immerses hard-to-reach audiences during the 70 percent of the day consumers spend away from homerdquo

Jennifer Faber GreenSigns tweets about the successful OOH Sellerrsquos Workshop

FOARE College Materials

In October OAAA updated and distributed its popular college curriculum materials to hundreds of college and university professors across the nation Three PowerPoint learning mod-ules focusing on strategic innovations planning and creative impact were produced The Planning for OOH Guide was up-dated and included as a study compendium The program was funded by FOARE and the November issue of Out of Home Magazine featured an article about the program

Bringing the Industry Together

The industry gathered on the West Coast for the OAAATAB National Convention and Trade Show held May 19ndash21 at the JW Marriott at LA Live in Los Angeles CA

Focused on the theme ldquoIgniterdquo more than 1000 OOH ad-vertising professionals and advertisers came together for three days of education insight and innovation Convention Co-chairs Sean Reilly Lamar Advertising Company and Rick Robinson MacDonald Media welcomed a record number of advertisers and agencies to the OOH industry meeting

Clear Channel CEO Robert Pittman was the first featured speaker to address attendees The media veteran shared his views on the current media marketplace what shifts the industry can expect in the coming years and how OOH can ignite its share

Always a crowd pleaser Marci Ryvicker Wells Fargo Securi-ties returned this year offering an uplifting forecast for the US economy the advertising industry as a whole and the growing OOH sector

California Governor Jerry Brown Jr stopped by the con-vention to greet the OOH community sharing his excite-ment about the growing industry ldquoIrsquom an aficionado of billboard adver-tisingrdquo he said

OBIE Awards

The industry cel-ebrated the best in OOH creative this year with the 71st Annual OBIE Awards program

January 6 2014 Page 7

Ignite billboards and other OOH formats welcomed attendees to the 2013 OAAATAB National Convention amp Trade Show in Los Angeles

ldquoThis was my first OAAATAB conference and I am glad I decided to attend I found the conference to be informa-tive and engaging I witnessed a lot of industry passion from the members vendors and speakers It is an exciting time to be a part of the OOH industry What I find reassur-ing is the level of professionalism within OAAA As we work towards building Maier Media it is nice to know we have a resource like the OAAA to help us - Chris Peterson Maier Media

2013 OBIE Awards Jury

Jim Elliott Young amp Rubicam (Chief Judge)Jill Nickerson Horizon MediaRobert Lin GSDampMNancy Ryan Allstate InsuranceJodi Senese CBS OutdoorMike Sukle Sukle Advertising amp DesignBob Wingo SandersWingo

Clear Channel CEO Robert Pittman addressed attendees of the 2013 OAAATAB National Con-vention amp Trade Show

OAAA President amp CEO Nancy Fletcher with OAAA Chairman Wally Kelly CBS Outdoor at the 2013 OAAATAB National Convention amp Trade Show

January 6 2014 Page 8

OAAA presented Droga5 with the 2013 Best Bill-board Campaign award for its ldquoDay Onerdquo cam-paign developed for Pru-dential Financial Show MediaDom Camera amp Company were honored with the 2013 Best Street Furniture Transit or Alter-native Campaign award for Bravorsquos ldquoInterior Therapy with Jeff Lewisrdquo TBWAChiatDay was presented with the 2013 Best Multi-Format Cam-paign award for ABSOLUT Greyhound

Legendary brand ESPN was honored with the 2013 OBIE Hall of Fame Award OBIE Awards were presented during

an awards program and after-party on the closing night of the convention In addition to the top category awards OAAA awarded 11 Gold OBIEs and 28 Silver OBIEs

OOH Media Plan Awards

In December the industry celebrated the 14th annual OOH Media Plan Awards as part of the Advertising Club of New Yorkrsquos OOH Day Starcom MediaVest Group won the OOH Me-dia Plan Award of the Year for the Windows 8 launch The OOH Ratings-Driven Award went to Clear Channel Outdoor for Dutch Farms In total there were four Gold Awards presented and four Silver Awards

ldquoWe were so honored to receive the OOH Media Plan Award The event was terrific and informativemdashand very very flattering Thank you for generously promoting the win with the billboard campaign This ad-ditional effort really helped my manage-ment understand the importance of the award Quite honestly I would not have even considered applying without your counsel and advicerdquo

- Karen VanProoyen Dutch Farms

Laughlin Constable Agency accepting a Gold OBIE Award for the Wisconsin Department of Labor

2013 OOH Media Plan Awards Jury

David Shiffman MediaVest (Chief Judge)Jerry Buckley EMC Nigel Emery CEMUSA Greg Fischer SwirlKirk Landgraff EC1

Starcom MediaVest Group won the OOH Media Plan Award of the Year for the Windows 8 launch

TBWAChiatDay was presented with the 2013 Best Multi-Format Campaign OBIE Award for ABSOLUT Greyhound

OAAA presented Droga5 with the 2013 Best Billboard Campaign award for its ldquoDay Onerdquo campaign developed for Prudential Financial

OAAA is responsive and provides the highest level of service to its members OAAA provides the tools education best prac-tices resources and support its members need to win in the marketplace

OAAA Members by the Numbers

OAAA maintained membership at a retention rate of 995 per-cent by consistently showing members the value of their mem-bership through superior service and accountability OAAA put an increased emphasis on membership recruitment seeking both new members and reaching out to former members The association welcomed 61 new members in 2013

Retention and Recruitment RatesGeneral ndash 103STAR ndash 103Supplier ndash 112Attorney ndash 86Financial ndash 69Advertiser ndash 119Affiliate ndash 111International ndash 93

Suppliersrsquo Council Board of Directors

OAAA announced a new slate of Board of Directors for the Suppliersrsquo Council in April 2013 The Suppliersrsquo Council rep-resents the perspective of vendors that provide products and services to the OOH advertising industry Allan Atkins Indepen-dentrsquos Service Company serves at the Chair of the Suppliersrsquo Council

Website Enhancements

A new OAAA website was launched in February prioritizing con-tent based on individual usage and preferences and providing bookmarking and member toolboxes The redesigned site prominently features new advocacy and marketing materials OAAArsquos extensive Creative Library was enhanced to provide previews of OOH creative along with the ability to download high-resolution photographs Users are able to search the library using enhanced filters by year agency name advertiser brand and more The creative library will continue to stay up-to-date with the latest OOH campaigns A new web-based creative testing tool was also added allowing users to upload creative to test and send to clients The OAAA Creative Copy Tool was accessed by more than 4800 users in 2013

Membership Report

2013 OAAA Webinars1 OOH Positioning in 20132 Opposition Tactics3 Amazing Leaders4 Political Sales5 IRS Tax Treatment of Billboards6 2013 OOH Trends7 Navigating the New OAAA Website8 Advertiser Forum Report

9 Legal Settlements10 Arbitron OOH Study amp Vote Rushmore Results11 Creative Testing Tool Overview12 Scenic America v US DOT Litigation Overview13 Social Media for OOH Businesses 14 Selling OOH and Mobile as Complimentary Media15 Confronting Targeted Billboard Taxes16 Commuting in America

ldquoThanks for having me to the webinar That info was all very helpful I appreciate you taking the time to go over all of that Look-ing forward to more OAAA webinars in the futurerdquo

- Carolyn Gitomer Generation Outdoor

January 6 2014 Page 9

ldquoHi OAAA I am writing to let you know how much I love the new website Itrsquos visually appealing fun to navigate and matches the new OOH brand beautifully I look forward to sharing itrdquo

- Leah Desatoff OnDisplay Advertising

The OAAA Creative Testing Tool was accessed more than 4800 times in 2013

Communications ReportOAAA used all communication platforms at the associationrsquos disposal in 2013 informing educating and promoting the value of OOH to the press advertising community and general public

Media Relations

Throughout the year OAAA monitored more than 2000 indus-try news stories connected with more than 150 national inter-national and trade press on behalf of the industry issued 33 press releases and assisted member companies in responses to the press via letters to the editor press media interviews and op-eds

OAAA ensured the indus-try received a significant amount of positive press locally and nationally pro-actively promoting stories focused on the new OOH brand innovative OOH advertising solutions the benefits and safety of digital advertising technol-ogy trends on the conver-gence of OOH with social and mobile technology environmental responsibil-ity and a strong industry revenue picture with steady

growth over the last 14 quarters

OAAA worked with the newly pub-lished Out of Home Magazine on a cover story in the Sep-tember issue about the associationrsquos resources priorities and goals The same issue also included articles about timely OOH campaigns and industry growth writ-ten by three OAAA staff members

The communications team lent vital sup-port to the industryrsquos everywhereUR

campaign (described in the Marketing Report on page 6) providing social media track-ing and press outreach The campaign achieved significant media coverage including a story in the Huffington Post

OAAA President amp CEO Nancy Fletcher was interviewed for multiple CEO spotlights in 2013 including profiles in CEO Update and The Hill

Member Communications

Members continue to receive communications about the OOH industry upcoming events avail-able tools and industry trends via OAAArsquos weekly Outlook newsletter Each Friday sales professionals receive a new Sales Tip email providing the latest news and numbers to help sell to specific industries and markets In 2013

OAAA began to distribute a new communications fea-

ture called Creative Update which spotlights exceptional OOH creative and innovative campaigns The email is sent to OOH creative and marketing professionals to encourage regular sharing across social media networks

OAAA continued to enhance its strategic social media practices in 2013 connect-ing with members media and the general public via Facebook LinkedIn and Twitter More than 1340 people have ldquolikedrdquo OAAArsquos Facebook page where they follow industry and associa-tion news and trends More than 800 people follow Nancy Fletcher on Twitter and 1506 follow OAAA Fletcherrsquos tweets are also pushed to her 3371 LinkedIn contacts

ldquoEvery week when I read Outlook I say to myself that I must write Nancy and let her know how much I appre-ciate what she is doing for the OOH industry Your consistent and unwav-ering message that we have on our hands an outstanding medium and that we should band together to keep it healthy and respected has definitely paid off I see OOH today as a strong and proud industry As to both economic health and regula-tory issues it has improved its posi-tion significantly since I first entered the business in 1968 Thank you and all of your staff for doing such a good job for OAAA and all of its members

- Joe Zukin Meadow Outdoor

ldquoYour article this week will certainly open eyes and I know for sure this buyer will use it internally on our endrdquo

- David Koppelman MacDonald Media

January 6 2014 Page 10

ldquoI wanted to compliment you on the lead story in this weekrsquos newsletter As you may know about 75 of our business is electric signs and 25 is billboards The points you make extend over into our electric sign and service operations and are spot-on to where we need to focus efforts Good column ldquo

- John Lay George Lay Signs

OAAA launched a comprehensive OOH Pinterest page in 2013

OAAArsquos passion to serve and protect the OOH business is ex-emplified in the industryrsquos passion to help serve and protect communities In 2013 new public service partnerships were forged relationships with long-time partners flourished and the public remained informed about and impressed with OOH public service efforts

Non-Profit Support and Advocacy

OAAA continues to promote many Ad Council campaigns and inform members when new OOH inventory is avail-able Campaigns this year included Adoption Caregiver Assistance Drunk Driving Pre-vention Emergency Prepared-ness Fatherhood Involvement Foreclosure Prevention As-sistance High School Dropout Prevention and Wildfire Pre-vention among many others

A strong advocate against dis-tracted driving OAAA again led the industry in a united front against texting while driving The Ad Council in partnership with OAAA launched an indus-

try roadblock campaign promoting OOH creative for the Texting While Driving Prevention campaign for the second year in a row OAAA hosted a meet and greet with The Ad Council and the National Highway Traffic Safety Administration (NHTSA) on May 1 to promote the launch of the campaign NHTSA Sec-retary David Strickland thanked OAAA for the OOH industryrsquos dedicated support Campaign inventory was sold out within 24 hours

OAAA worked with the US Department of Social Security to launch an OOH pub-lic service campaign aimed at encourag-ing seniors to apply for social security online With the help of OAAA resources inventory was sold within days prompt-ing the Administra-tion to allocate more funding for the campaign

ldquoWe had so many re-quests above and beyond our budget our client allocated a significant amount of additional money and we are now in the process of fulfilling those requests We are doing a lot more work in OOH now because it is such an effective me-dium and hope that we can collaborate on other campaigns as well Once again thank you for all your helprdquo - Bill Goodwill Goodwill Communications

Public Service Report

As part of the OOH brand strategic communications plan OAAA launched a Pinterest page to categorize outstanding OOH creative award winning campaigns public service OOH archives and more The OAAA Pinterest page contains 33 boards with more than 400 pins

Industry Research

In an ongoing effort to maximize resources positive results of new studies released by OAAA this year were proactively communicated to members press and the general public The Vote Rushmore study (described in the Marketing Report on page 6) was covered by multiple advertising and marketing trade publications and websites as well as local and national consumer media including USA Today

OAAA contracted a polling com-pany to conduct a brief national poll to analyze opinions about digital billboards and regulatory bans The positive results speak to the publicrsquos approval and ap-preciation of digital billboards especially as a tool to help keep communities informed and safer The survey also found most (81) disapprove of bans on digital billboards Results of the public opinion poll were posted to the OAAA website and provided to OAAA members to support positive messaging about digital billboards

ldquoWhat a great testament to the tireless efforts you and your staff do on a day-to-day basis - Doug Frantin Streetblimps

Social Security Administration bus shelter PSA

January 6 2014 Page 11

OAAArsquos Nancy Fletcher and former NHTSA Administrator David Strickland relaunched the Texting While Driving Prevention campaign in Washington DC

OAAA assisted long-time public service partner The Boys and Girls Clubs of America in honor-ing the grouprsquos Youths of the Year Congratula-tory messages were featured on digital billboards in the hometowns of regional and the national win-ners

During the 2013 OAAATAB National Convention and Trade Show a series of tornados ravaged com-munities in Oklahoma OAAA quickly worked with The American Red Cross to approve and distribute OOH creative to help engage the public and support the citizens of Oklahoma The industry also came together following

Typhoon Yolanda in the Philippines posting messages of hope and support to digital OOH faces across the US

Immediately following the death of South African leader and international hero Nelson Mandela the digital OOH industry joined the world in mourning by carrying inspirational messages to honor the late South African president

Law Enforcement and Government Support

The Federal Emergency Management Agency (FEMA) discovered the value in OOH in 2011 and remains one of the associationrsquos most

active public service partners In 2013 the OOH industry helped FEMA notify residents of areas in the Midwest affected by severe storms and flooding about available government assistance

The FBI remains a strong industry part-ner in its use of digital

billboards to locate wanted criminals In

2013 digital billboard publicity was responsible for the ap-prehension of a number of violent fugitive bringing the total number to 51 A new video available on the OAAA website and YouTube page highlights the successful partnership between the OOH industry and the FBI

OAAA continues to transmit AMBER Alert activations provided by the Na-tional Center for Missing amp Exploited Children (NCMEC) to digital billboards across the country In 2013 six new OOH media companies signed memo-randums of understanding with OAAA and NCMEC to post AMBER Alerts in their areas Since the program was implemented in June 2008 more than 900 AMBER Alerts have been posted to digital billboards in the US

ldquoWe truly value our partnership Thanks for the Youth of the Year billboards again this year and considering the potential for a Military Youth of the Year as well Itrsquos an amazing honor for that young person and their local Clubrdquo

- Evan McElroy Girls and Boys Clubs of America

January 6 2014 Page 12

The OOH industry honored the late Nelson Mandela following his passing

ldquoWe really appreciate the collaborationrdquo

- Ronald Hosko FBI

OAAA members helped congratulate the Boys and Girls Clubs of America National and Regional Youths of the Year

ldquoDigital billboards are a wonderful resource to use Thanks for your help on this caserdquo

- Maura OrsquoRorke National Center for Missing amp Exploited Children

F e b r u a r y 7 2 0 1 1 P a g e 2February 7 2011 Page 3

In 2013 OAAA offered its leadership and expertise to garner positive results in creating and implementing policies and standards to improve OOHrsquos effectiveness quality and safety

Recycling Reuse and Environmental Issues

OAAA efforts to increase industry recycling are proving suc-cessful and producing positive results More than 132 million pounds of PE substrate has been recycled since 2009 Promo-tion of PE substrate recycling continued with more than 95 percent of poster-size billboards utilizing the improved product Bulletins are also beginning to increase in PE substrates us-age Digital billboard manufacturers report LED circuit boards and other parts continue to be recycled as well

Wind Testing

Under the direction of OAAA and the International Sign Asso-ciation (ISA) Texas Tech University (TTU) completed wind test research in 2012 Advocacy efforts have been initiated with the American Society of Civil Engineers (ASCE) Wind Loads Subcommittee On September 19 2013 the ASCE subcom-mittee approved the joint proposal In early 2014 additional documentation to support the standardization change will be provided to the subcommittee TTU testing revealed engineer-ing values were lower than ASCE specifications resulting in the potential for over-engineered billboard structures thereby adding unnecessary costs for industry members

OSHA Worker Safety and Crane Safety

In 2013 there was contin-ued monitoring of Occupa-tional Safety and Health Administration (OSHA) rulemaking efforts affect-ing the OOH advertising industry including fall

protection and worker and crane safety Of vital importance is the OSHA proposed rule on walking-working surfaces and personal fall equipment especially the retention of the professional outdoor advertising climbers variance This professional climber variance has been in effect since the early 1990s

OSHA had previously published a Final Rule for crane safety regulations and has announced it is re-opening this Final Rule OAAA and member companies are following up with crane operator training requirements

In July President Obamarsquos nomination to lead the Department of Labor was approved Thomas E Perez was sworn in as the nationrsquos 26th Secretary of Labor Previously he had served as an Assistant Attorney General for Civil Rights at the US Depart-ment of Justice

In November OSHA announced a new rulemaking concern-ing documentation of employee accidents and fatalities The proposed rule is subject to a hearing in early 2014 The OAAA Safety Standards and Technology (SST) Committee is review-ing the proposal and will recommend next steps to be taken by OAAA membership

OAAA members also supported OSHA on a public service worker and roadway safety campaign

Operations and Safety Principal Meetings

The OAAA SST committee hosted several conference calls and presented a two-hour Opera-tions Forum at the OAAATAB National Convention and Trade Show The committee also published LED lighting guidance for static billboards assisted with technical support for develop-ment of OOH clearinghouse codes and contributed to the new industry photography standards

Operations amp Technology Report

January 3 2011 January 7 2014 Page 13

ldquoI like the look and func-tion of the new OAAA web pagerdquo - Charlie Miller Burkhart Advertising

SST Committee Chairman Charlie Miller Burkhart Advertising (left) and Bobby Switzer Lamar Advertising Company present during the Operations Forum at the 2013 OAAATAB National Convention and Trade Show

LED lighting guildelines are now available on the OAAA website

FOARE ReportThe Foundation for Outdoor Advertising Research and Educa-tion (FOARE) continues to foster research and education on issues of critical importance to the successful future of the OOH industry

In 2013 Don Allman Titan was elected to serve on the FOARE Board of Directors Other board members include Paul Cook Wolverine Sign Works and FOARE chair Michelle Costa Clear Channel Outdoor Joe Little CBS Outdoor Jim Moravec Stott Outdoor Advertising Hal Kilshaw Lamar Ad-vertising Company Dave Feldman Park Outdoor Advertising Dan OrsquoShea Fairway Outdoor Advertising and Pat OrsquoDonnell YESCO Nancy Fletcher and Wally Kelly CBS Outdoor are ex-officio members and Myron Laible is Secretary-Treasurer

FOARE also sponsored a logo design competition to update its logo Over 80 entries were received from OAAA members Mike Johnson Clear Channel Outdoor submitted the winning logo

Research

FOARE completed its support for the industry OOH brand posi-tioning initiative with significant funding over a two-year period Funding helped to conduct market research about industry perceptions and define a new industry vision and strategy

Funding for informative videos highlighting OOH as a progres-sive industry was provided In 2013 the videos where viewed more than 3000 times

The first FOARE Outdoor Advertising Research Fellowship was granted in 2013 This program is administered by the Duke University Hartman Center for Sales Advertising and Mar-keting History which houses the nationrsquos OOH advertising archives Funding over a five-year period will support research-ers who visit the extensive archives and use the collections for advanced advertising research projects

College and uni-versity-level OOH advertising curricula materials for market-ing advertising and creative courses were updated and distrib-uted to hundreds of professors in 2013

Annual Fund Campaign

FOARE conducts an Annual Fund Campaign each year to seek contributions from OAAA companies and individuals The foundation goal for Fiscal Year 2013 which ends on January 31 2014 is $175000 Last year more than $165000 was raised for research and scholarship activities Since FOARE was re-organized over a decade ago nearly $2 million has been contributed for research and education efforts

Scholarship Program FOARE awarded nine university and college scholarships for the 2013-2014 academic year including the second recipi-ent of the $4000 Vern and Elaine Clark Outdoor Advertising Industry ldquoChampionrdquo Scholarship endowment

More than 70 students filed applications for the competitive FOARE scholarships

Scholarship winners were

Jeffrey Kurr was named the recipient of the $4500 Ruth Segal scholar-ship The Ruth Segal Scholarship was established to recognize the work of Ruth Segal a long-term employee of OAAA who worked tirelessly to edu-cate federal and state policy makers about the OOH advertising industry

Kurr son of William Kurr President of Clear Channel Outdoor in Las Vegas is currently studying for a PhD in Communication Arts and Sciences at Penn State University His doctoral work will focus on how to build consensus and promote political activism which he believes will be helpful in identifying effective ways to create more public support for digital billboards

ldquoThanks so much I really like the materials on the flash drive and complement your orga-nization for its impact on the educational systemrdquo

- Proffesor Tricia Hansen-Horn University of Central Missouri

Jeffrey Kurr

F e b r u a r y 7 2 0 1 1 P a g e 2January 3 2011 January 6 2013 Page 14

The new FOARE logo

The second annual Vern and Elaine Clark Outdoor Advertising Indus-try ldquoChampionrdquo Scholarship was awarded to Abigail Jessen of Atlanta GA a freshman at the University of Georgia majoring in journalism and advertising She is the daughter of Jack Jessen president and GM of Clear Channel Outdoor in Atlanta The scholarship recognizes the life-long work and achievements of Vern Clark who was a mentor for future leaders of the OOH advertising industry

Other recipients of $3000 FOARE scholarships are

Terra Fisher from Yankton SD is a first year law student at the University of South Dakota She has worked for Daktronics for eight years in regulatory affairs

Kathleen Jackson from Baton Rouge LA attends Louisiana

State University and works part-time at Lamar Advertising Company headquar-ters She is seeking a Masterrsquos Degree in Mass Communications

Lauren Johnson from Southfield MI is a freshman at Michi-gan State University She is the daughter of David Johnson an account executive for CBS Outdoor in Detroit MI

Joseph Lamberti from Berkley MI is in his junior year at Michigan State University where he is studying advertising He is the son of David Lamberti the creative director at CBS Outdoor in Detroit MI

Brian Sara is studying for an MA in Global

Finance Trade and Economics at the University of Denver Sara hopes to work in Congress or some other government organization to help implement US foreign policy in regions affected by violent con-flict Sararsquos father Paul has worked in the OOH industry for more than 35 years and is currently the President and GM of Clear Channel Outdoor in Milwaukee WI

Terell Lyerly from Philadelphia PA is a freshman at Shippensburg University where he plans to study business manage-ment He is the son of Kellie Lyerly who has worked for Clear Channel Outdoor in Philadelphia for over 20 years

Katherine Pole-nick from Warren OH was awarded the Creative ArtsDesign Scholarship Po-lemick the daughter of an OOH graphic designer is studying Industrial Design at the University of Cincinnati

The OAAA Annual Report is published on the first Monday of the year as a special edition of Outlook Previous issues can be found at wwwoaaaorg

Outdoor Advertising Association of America bull 1850 M Street NW Suite 1040 bull Washington DC 20036 bull (202) 833-5566

F e b r u a r y 7 2 0 1 1 P a g e 2January 3 2011 January 6 2014 Page 15

Abby Jessen

Terra Fisher

Kathleen Jackson

Joseph Lamberti

Brian Sara

TerellLyerly

Katherine Polenick

OAAA Resources Membership Resource Center Advocacy Out of Home Advertising Creative Center News amp Events About

To learn more about the Outdoor Advertising Association of America please visit wwwoaaaorg