DOOH Advertising
OAAA campaign puts a spotlight on programmatic OOH
The Out of Home Advertising Association launched an OOH campaign during an industry event in Las Vegas to illustrate the power of programmatic OOH.
July 23, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
In a quest to spotlight the power of programmatic out-of-home advertising the Out of Home Advertising Association of America ran a citywide programmatic OOH campaign during the Programmatic I/O show held in Las Vegas.
The OAAA is the national trade association for the out of home advertising industry and represents over 850 members, including media companies, advertisers, agencies, ad-tech providers and suppliers.
The campaign's goal, according to Patrick Dolan, chief operating officer for the OAAA, was multi-fold — to showcase advancements in programmatic OOH, educate media buyers and illustrate the power of programmatic OOH.
"At OAAA, we're constantly pushing the boundaries of what's possible in out of home, and a big part of that is showcasing the incredible advancements in programmatic OOH. This campaign was born out of a shared commitment between the OAAA and our programmatic committee to educate and empower both digital and OOH media buyers, key players shaping the future of advertising," Dolan said in an email interview.
The genesis
The idea for the campaign came from a working group within the committee and the association's desire to go bigger on programmatic.
"That's exactly what we did with this surround sound campaign. We want to show just how powerful and seamless programmatic OOH has become. There's a misconception that OOH isn't as dynamic or measurable as other digital channels, and we're here to shatter that," said Dolan.
The industry event proved to be an ideal stage for the campaign that took over the Las Vegas Strip.
"Through this immersive OOH activation, we're showing, not just telling, the massive scale and undeniable impact of programmatic OOH," said Dolan, adding "this isn't just another channel; it's a high-performing, essential part of the modern media mix, timed perfectly to match the strategic conversations happening on-site."
Campaign creatives
The campaign, which ran from May 18 to 22, involved high-impact creative across iconic screen on the Strip.
The displays featured lines like "100% Viewable. 0% Bots," "Look Ma, No Cookies" and "It's Like Yoga for Your Ad Spend." Each unit featured colorful, minimalist designs paired with bold statements. The ads direct viewers to FlexYourOOH.com, promoting programmatic OOH's capabilities.
The goal, said Dolan, was to ignite a deeper understanding and accelerate consideration of programmatic OOH among the digital buying community.
"We wanted them to see programmatic OOH not just as an option, but as a crucial solution that addresses today's most pressing advertising challenges. Messages like "100% Viewable. 0% Bots" and "Look Ma, No Cookies" are designed to cut through the noise and directly speak to their concerns about transparency, privacy, and effective spending. Ultimately, we're driving them to FlexYourOOH.com to explore how truly flexible and powerful programmatic OOH can be for their brands."
The association strategically chose high-impact iconic locations to ensure maximum visibility and resonance with the conference attendees.
The campaign ran on a slew of digital billboards including:
- 63LV (Las Vegas Blvd & W Harmon Ave).
- The Horseshoe (Las Vegas Blvd & E Flamingo Rd).
- The Blvd (Las Vegas Blvd & Sands Ave).
- Harmon Corner (S Las Vegas Blvd & E Harmon Ave).
Each unit featured colorful, minimalist designs paired with bold statements. The ads direct viewers to FlexYourOOH.com, promoting programmatic OOH's capabilities.
"This approach allowed us to dominate the visual landscape and deliver our message repeatedly to the right audience," said Dolan.
Illustrating the power of OOH
The OAAA's May campaign debuted just seven months after a similar OOH activation in New York City. That September 'FlexYourOOH' campaign was also developed by the association's programmatic working group.
"For this [Vegas] execution, we didn't only focus on nearby digital OOH inventory, like we did in New York City," said Dolan.
The second campaign's goal was to focus on having a more high-impact presence by running on some of the most iconic and high-profile digital spectaculars.
"This ensured our message wasn't just seen, but experienced as a dominant, unavoidable presence. This campaign wasn't just a repeat; it was a clear demonstration of OAAA's continued leadership and our programmatic committee's shared commitment to driving programmatic innovation in OOH," said Dolan.
The campaign itself demonstrated the power of OOH as it revealed the industry is constantly refining, adapting, and pushing the boundaries of what's possible, building on past successes to deliver even greater impact.
"So, while New York City was a fantastic start, Las Vegas helped to cement our message with unprecedented scale, compelling messaging, and a more commanding presence, truly showcasing the dynamic future of programmatic OOH," said Dolan.
About Judy Mottl
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