448: Beyond Billboards: The Future of Out-of-Home Advertising with Anna Bager, President and CEO of the Out of Home Advertising Association of America (OAAA)

Anna Bager is the President and CEO of the Out of Home Advertising Association of America (OAAA). Before joining OAAA, Anna spent 15 years in the telecom industry, beginning with the global research firm IDC. She then moved to the client side at Ericsson Multimedia, where she led mobile advertising initiatives in Sweden as the Head of Research and Business Intelligence. After relocating to the U.S., she served as Executive Vice President of Industry Initiatives at the Interactive Advertising Bureau (IAB). Five years ago, Anna became the CEO of OAAA, and her industry contributions have earned her numerous accolades. She has been recognized as one of the "Most Powerful Women in Mobile Advertising" by Business Insider and as one of the "Top Women in Media" by Folio Magazine and Cynopsis Media. Most recently, Anna was honored as one of Campaign’s "Most Inspiring Women of 2024."

Out-of-Home Advertising (OOH) is a form of advertising found outside of a consumer’s home. Traditionally, this includes everything from billboards to bus shelters, benches, etc. The Out-of-Home Advertising Association of America (OAAA) is the leading trade association representing the out-of-home (OOH) advertising industry. OAAA's membership includes over 850 media companies, advertisers, agencies, ad tech providers, and suppliers. Since its founding in 1891, OAAA has advocated for the responsible growth of OOH advertising.

On today’s show, Alan and Anna discuss her unique perspective on the advertising industry and the changes she anticipates. They explore the role of out-of-home (OOH) advertising within the broader marketing mix, recent innovations in the OOH industry, and how the upcoming election is influencing — and being influenced by — OOH. Additionally, they examine how OOH fits into the landscape with the rise of retail media networks.

In this episode, you'll learn:

• How the election is impacting Out-of-Home advertising—and how OOH is impacting the election
• Emerging shifts in advertising and where OOH plays a pivotal role
• How Out-of-Home integrates into the growing landscape of retail media

Key Highlights:

• [01:18] Experience as a backgammon master
• [02:34] Career path to OAAA
• [05:02] How do you see advertising today changing
• [08:17] How does Out of Home fit in the broader marketing mix
• [10:08] What is new in the Out of Home industry
• [13:55] How Out of Home and the election impact each other 
• [18:00] What is the role of Out of Home in retail media 
• [20:40] An experience from your past that defines you
• [21:42] Advice to your younger self
• [22:15] A topic that you and other marketers need to learn more about
• [24:00] Trends or subcultures others should follow
• [24:45] Largest opportunity or threat to marketers today

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