DOOH Advertising

Rapport wins OOH media plan of year for NBA campaign

December 15, 2022

Rapport has won the OAAA's OOH Media Plan of the Year Award for its collaboration with the NBA on its 75th annual postseason campaign entitled "Taking it to the Streets," according to a press release.

"This forward-thinking approach to DOOH allowed the NBA to highlight pivotal moments throughout the Playoffs which helped build excitement and create a must-see factor," Juan Colon, VP of media strategy and planning at the NBA, said in the release. "It was also a chance to connect with our fans in a way that was personalized, real-time and larger-than-life."

"Technology and innovation continue to transform the role OOH can play in an omnichannel marketplace," Laura Brandes, group director at Rapport, said in the release. "The utilization of programmatic DOOH allowed the NBA to instantaneously activate DOOH screens in playoff team markets as they advanced, while amplifying their message with localized real-time content. The NBA was the first brand to integrate numerous creative messages at scale across the DOOH ecosystem, in a fully automated capacity — demonstrating the true power of dynamic creative optimization. As a result, a lift was seen across the board in tune-in intent, consideration, awareness and finals viewership."

This year's OAAA Gold Award winners included: NPRP Media; Rapport; Collosal Media + Publicis; Rapport + Mediahub and Vistar Media.

OAAA Silver Award winners included: Clear Channel Outdoor + Alamo Beer Company; Vistar Media; Clear Channel Outdoor, Airports + Georgia State University; Colossal Media + MMGY and Wingman.

"Our industry continues to demonstrate excellence and innovation and that was clearly evident in this year's winning campaigns," Anna Bager, president and CEO at the OAAA, said in the release. "My congratulations to all of the award winners for their ingenuity, the value they bring to consumers and the examples they set for all of our members, along with their clients and partners."