Out of Home Advertising Association of America

What Out of Home Advertising Association of America does

The Out of Home Advertising Association of America (OAAA) is a 501(c)(6) nonprofit trade association founded in 1891 and headquartered in Washington, D.C. with a secondary office in New York City. It represents the U.S. out of home (OOH) advertising industry through a membership of over 850 companies spanning media owners, advertisers, agencies, ad tech providers, and suppliers. OAAA functions as the industry's central coordinating body, delivering federal, state, and local regulatory advocacy, industry research, measurement standards, creative recognition programs, and member-facing digital tools.

OAAA's core technology and product portfolio includes the OOH Mockup Generator (a creative visualization tool for billboards, street furniture, and transit), the OpenOOH Venue Taxonomy (an industry-standard DOOH classification system published on GitHub), the Media Locator and Tech Locator directories, a Creative Library, and a Member Directory of 850+ companies. Flagship non-digital programs include the OBIE Awards (now in its 84th year, moving to a standalone ceremony at MoMA in October 2026), the annual OOH Media Conference held in Dallas, the Independents Summit, and the Future Leaders Program. Recent research output includes the Kochava performance study (OOH delivers 2x the performance lift of broadcast and streaming TV) and the Winterberry Group 'Power of Proximity' study.

OAAA generates revenue through three streams: recurring membership dues from its 850+ member base, registration and sponsorship fees from events and conferences, and transactional OBIE Awards entry fees ($300 early entry, $400 standard per entry per category). The association reinvests member value through research publications, public service partnerships (notably an eighth consecutive year with EARTHDAY.ORG contributing to over $500 million in annual donated member advertising space), and standards development, including the first-ever Programmatic Transparency Pledge with Broadsign, Perion, Place Exchange, VIOOH, and Vistar Media.

Name

Out of Home Advertising Association of America

Legal name

Outdoor Advertising Association of America, Inc.

Website

https://oaaa.org

Company type

Private

Founded year

1891

Operating status

Operating

Headcount range

11–50 employees

Short description

OAAA is a 501(c)(6) nonprofit trade association founded in 1891 that represents over 850 U.S. out of home advertising companies through membership services, regulatory advocacy, the annual OOH Media Conference, the OBIE Awards, and digital tools including the OpenOOH venue taxonomy.

Ownership category

akta.pro rank

Product category

Advertising Industry Trade Association

NAICS

Business Associations (813910), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600), Services-Advertising (7310)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industry

OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)

Keywords

• Out of home advertising
• Trade association services
• Industry advocacy
• Advertising research
• Media conferences

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: OAAA generates revenue through membership fees from over 850 member companies including media owners, advertisers, agencies, ad tech providers, and suppliers.
2. Event and Conference Revenue: The association organizes the annual OOH Media Conference and various other industry events generating revenue through registration fees.
3. OBIE Awards Entry Fees: Revenue from awards competition entry fees: $300 early entry, $400 standard rate per entry per category.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

OAAA operates as the national trade association for the US out of home (OOH) advertising industry, providing membership services, industry advocacy, research and market intelligence, standards development (including OpenOOH taxonomy), professional development, and industry events. The association generates revenue through membership dues from over 850 member companies, conference and event fees, and OBIE Awards entry fees. It also operates member-facing digital tools including the OOH Mockup Generator, Media Locator, Tech Locator, and Creative Library.

Product overview

OAAA serves as the national trade association for the OOH advertising industry, offering a suite of member-facing digital products and industry programs rather than a unified software platform. Core product offerings include the OOH Mockup Generator (creative testing tool), Creative Library (campaign showcase), Media Locator (market and format search), Member Directory (850+ company profiles), and Tech Locator (technology provider directory). Supporting programs include the OBIE Awards (industry's premier creative honor), OOH Media Conference (annual flagship event), Independents Summit, and Future Leaders Program. Research publications include the OOH-A Valuable Performance Medium study with Kochava, The Power of Proximity commerce research with Winterberry Group, and the Strategic Guide to Moving & Dynamic OOH Media. The OpenOOH Taxonomy provides industry-standard venue classifications for standardized DOOH transactions. FOARE supports industry research as a 501(c)(3) foundation. OAAA members gain access to resources, directories, creative tools, industry events, regulatory support, and marketing research to succeed in the OOH marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• OOH Mockup Generator A creative testing tool that allows users to view billboard, street furniture, and transit creative in realistic environmental contexts, with zoom capabilities from 100ft to 700ft viewing distances, sharing renderings with colleagues and clients, and printing copies. Requires an active OAAA account.
• OBIE Awards The out of home advertising industry's premier creative honor program recognizing bold ideas that shape the medium. Includes OBIE Hall of Fame and Student OBIE Awards. Paid entry program with tiered entry fees.
• OOH Media Conference OAAA's flagship annual industry conference bringing together key figures from the out-of-home advertising sector, featuring expert panels, networking, and the Independents Summit.
• Future Leaders Program A professional development program inviting emerging OOH advertising professionals under 40 to apply for a sponsored trip to the OOH Media Conference, including mentorship from established industry leaders.
• Media Locator A directory tool enabling users to search OOH format options by market, media company, and format type. Covers CBAs, DMAs, billboards, street furniture, transit, and place-based media across hundreds of U.S. markets.
• Tech Locator A directory to search for providers offering data and technologies important to the growing OOH industry, with filtering by data aggregation methods, management systems, and transactional systems.
• Member Directory A multi-level searchable directory of over 850 OAAA member companies searchable by name, location, and OOH formats, services, or products provided.
• Creative Library An online repository showcasing the latest OOH campaign images, allowing members to browse and access award-winning and notable creative executions across various formats.

Quantifiable outcome

• OOH delivers 2x the performance lift of broadcast and streaming TV according to OAAA/Kochava study
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core.

• KochavacoreStrategic or Co-development Partner · 12 May 2026Research partnership to study OOH advertising performance. Joint study 'OOH – A Valuable Performance Medium' analyzes device-level data across hundreds of campaigns spanning seven verticals, finding OOH delivers 2x the performance lift of broadcast and streaming TV.
• EARTHDAY.ORGcoreStrategic or Co-development Partner · 23 April 2026Eighth consecutive year partnership to promote Earth Day 2026's 'Our Power, Our Planet' theme across billboards, transit, and digital displays nationwide. OAAA member media companies donate public service advertising space as part of more than $500 million in annual donated OOH inventory.
• Winterberry GroupcoreStrategic or Co-development Partner · 11 March 2026Research partnership for study 'The Power of Proximity: OOH Media and Its Evolving Role in Connected Commerce' examining how brands integrate OOH into connected commerce strategies. Supported by Perion, Moving Walls, and Midnight Oil.
• BroadsigncoreStrategic or Co-development Partner · 5 November 2025First-ever Transparency Pledge for programmatic OOH advertising to promote trust and high standards in transactions. Projections indicate programmatic expenditure growth to 65% by 2029.
• PerioncoreStrategic or Co-development Partner · 5 November 2025Transparency Pledge partner for programmatic OOH advertising, setting principles for transparency in inventory, economics, and data access.
• Place ExchangecoreStrategic or Co-development Partner · 5 November 2025Transparency Pledge partner for programmatic OOH advertising and leading programmatic platform for OOH.
• VIOOHcoreStrategic or Co-development Partner · 5 November 2025Transparency Pledge partner for programmatic OOH advertising, launched alongside Broadsign, Perion, Place Exchange, and Vistar Media.
• Vistar MediacoreStrategic or Co-development Partner · 5 November 2025Transparency Pledge partner for programmatic OOH advertising and leading global digital out of home marketplace.
• GeopathcoreStrategic or Co-development PartnerIndustry-standard measurement organization for OOH advertising. Established in 1933, originally the Traffic Audit Bureau for Media Measurement Inc. Provides audience measurement for OOH inventory and partners on Local Case Study Awards.
• FOARE (Foundation for Outdoor Advertising Research and Education)coreStrategic or Co-development Partner501(c)(3) not-for-profit charitable organization supporting OOH research and education. Sponsored the OOH/Kochava performance study.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Lamar Advertising Company: A major US OOH media owner and OAAA member, providing signals on industry health and OAAA's value proposition to large operators. Comparable as an OOH ecosystem participant rather than a trade-association peer.
• Clear Channel Outdoor: One of the largest OOH media companies in the US and an OAAA member. Relevant as a downstream participant in the OOH ecosystem that OAAA serves; not a peer in business model but a key constituency and customer signal.

Broad incumbents

• Association of National Advertisers (ANA): The largest US trade association for the marketer/advertiser side of the industry. Comparable in advocacy, research, and event scale, but ANA represents advertisers broadly across all media while OAAA is medium-specific to OOH.
• Data & Marketing Association (DMA): US trade association for data-driven marketing across channels, with similar member-funded advocacy, research, and event programs. Operates in adjacent (data, direct, email, CRM) rather than overlapping OOH territory.
• American Association of Advertising Agencies (4A's): US trade association for advertising agencies, structurally analogous to OAAA as a membership body that sets industry standards, advocates on policy, and runs marquee events (e.g., Transformation Conference). Serves the agency side while OAAA is medium-specific.

Direct peers

• Interactive Advertising Bureau (IAB): The primary US trade association for digital advertising, operating in the same role for its medium as OAAA does for OOH. Both serve as standards-setters, research publishers, policy advocates, and event organizers for their respective advertising channels.
• Mobile Marketing Association (MMA): Global trade association for mobile marketing with a similar mandate of standards development, research, measurement frameworks, and policy advocacy. Operates in an adjacent advertising channel with comparable tools (taxonomies, measurement, certification programs).
• World Out of Home Organization (WOO): The global trade body for the OOH industry. Directly comparable to OAAA in mission, structure, and services (research, awards, advocacy, events), but with a global rather than US-only footprint.

Emerging players

• Geopath: The non-profit audience-measurement organization for OOH, founded in 1933 and a long-standing OAAA partner. Comparable in governance and research mandate, but narrowly focused on measurement rather than full industry representation.

Others

• Cannes Lions International Festival of Creativity: The global creative-effectiveness awards program where OAAA actively participates (Cannes Lions 2026). Comparable in awards-program mechanics and creative prestige, but operates as a private festival rather than a member-funded trade body.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/YourOAAA
• Facebookfacebook.com/YourOAAA
• LinkedInlinkedin.com/company/outdoor-advertising-association-of-america

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Out of Home Advertising Association of America