미국 옥외광고 대행사 빌럽스 (billups)가 글로벌 옥외광고 업계 최초로 인공지능 전담 최고 책임자를 선임했다. 옥외광고 산업 전반에 AI 기술 도입이 빨라지는 가운데, 데이터 기반 경쟁력 강화를 위한 선제 투자로 해석된다.

빌럽스는 20일 첸 첸 (Chen Chen) 박사를 AI 총괄 책임자(Head of AI)로 승진 발령했다고 밝혔다. 이번 인사는 인공지능, 데이터 과학, 독자 기술 혁신 역량을 글로벌 사업 전반으로 확대하기 위한 전략의 일환이다.

미국 오리건주 포틀랜드에 근무하는 첸 박사는 2018년 데이터 사이언티스트로 빌럽스에 합류했다. 이후 스태프 사이언티스트, 사이언스 디렉터를 거치며 AI와 고급 분석 부문을 이끌어 왔다. 회사 측은 첸 박사가 광고 기획 정밀도 향상, 미디어 성과 최적화, 측정 및 기여도 분석 체계 고도화에 핵심 역할을 수행했다고 설명했다.

첸 박사는 미국 퍼듀대학교 (Purdue University)에서 지구물리학 및 지진학 박사 학위를 받았다. 당시 계산 모델링과 대규모 데이터 분석 역량을 쌓았으며, 이후 뉴햄프셔대학교 (University of New Hampshire) 연구과학자로 활동하며 3차원 수치 모델 개발 경험을 축적했다. 복잡한 시스템에서 의미 있는 신호를 찾아내는 연구 경험이 현재 AI 전략 수립에 강점으로 작용하고 있다는 평가다.

새 직책에서 첸 박사는 빌럽스의 글로벌 AI 전략을 총괄한다. 독자 AI 기술 확대, 예측 분석 체계 강화, 기획 집행 보고 전 과정에 걸친 지능형 자동화 확대가 주요 과제다.

첸 박사는 “AI는 옥외광고 산업 진화를 이끄는 핵심 기반”이라며 “과학적 접근과 고급 모델링을 통해 더 정교한 기획, 더 강력한 성과 측정, 실질적인 고객 성과를 만드는 시스템을 구축하고 있다”고 말했다.

숀 스푸너 (Shawn Spooner) 빌럽스 글로벌 최고기술책임자(CTO)는 “AI는 회사 장기 성장 전략의 중심”이라며 “첸 박사의 전문성과 리더십이 글로벌 조직 전반의 혁신 속도를 높일 것”이라고 밝혔다.

이번 인사는 빌럽스의 글로벌 확장 기조와도 맞물린다. 빌럽스는 현재 북미, 유럽·중동·아프리카, 아시아태평양, 호주·뉴질랜드 등 20개국 이상에서 400명 이상의 인력을 운영하고 있다. 업계에서는 이번 승진이 옥외광고 산업이 단순 매체 판매를 넘어 AI 기반 성과 산업으로 전환되고 있음을 보여주는 상징적 사례로 보고 있다.

Kakao Mobility has outlined an ambitious plan to transform itself from a mobility service provider into a fully integrated 'Online + OOH advertising platform', combining movement data with media technology to create what it described as a seamless consumer media environment.

The company said it successfully hosted its annual partner conference, “2026 MEDIA DAY: SHIFT - Now Platform,” on April 29 at the Conrad Hotel in Seoul. More than 500 participants from the South Korean advertising industry, including advertisers and agency executives from finance, commerce, food, beverage, and fashion sectors, attended the event.

Using the theme “SHIFT,” Kakao Mobility presented a strategy that moves beyond the traditional single media channel model. The company said it aims to connect online and offline advertising through its large scale mobility data and user behavior insights.

Its model focuses on the full consumer journey, from search and booking to boarding and arrival. By integrating these touchpoints, Kakao Mobility plans to build a continuous media ecosystem where brands can engage consumers across multiple stages of daily movement.

The company also said it intends to expand the value of physical spaces through content and technology, turning cities into large scale media platforms.

Entertainment partnerships were a key highlight of the event. ONEW of SHINee and members Rio and Junseo from Alphadrive1 appeared as guest speakers to discuss campaigns developed with Kakao Mobility.

ONEW said his recent album campaign, “TOUGH LOVE,” used multiple mobility based media channels including the Kakao T app, taxi exterior advertising, RSE displays, and panoramic media at Seoul Station to connect with fans during their everyday journeys.

Alphadrive1 said the connected media environment helped the group reach audiences naturally across the city rather than in one limited venue, effectively turning urban spaces into a stage for fan engagement.

The conference also featured campaign case studies with leading brands such as Dr.G and Hyundai Card. Speakers said Kakao Mobility’s advertising technology allows brands to go beyond simple exposure and design more meaningful brand experiences based on movement context.

Ryu Geung-seon, Chief Executive of Kakao Mobility, said the company is proving new marketing possibilities by seamlessly connecting everyday life and brands through proprietary movement data and technology.

He added that the company will continue expanding partnerships and upgrading its technology infrastructure to build an advertising ecosystem optimized for mobility environments.

PATTISON Outdoor now enables brands to extend high-performing social content into Digital Out-of-Home (DOOH) environments, creating a seamless bridge between social media engagement and large format mass reach.

By deploying user-generated content (UGC) across strategic DOOH inventory like transit networks and airport environments – brands can maximize the ROI on social media investments and drive incremental reach beyond platform algorithms. This approach allows marketers to scale authentic, creator-driven content to a wider audience in familiar and high-traffic settings.

PATTISON is proud to have Embold, Canada’s leading influencer marketing partner, to deliver integrated campaigns that pair influencer content creation with multi-channel distribution. Vertical format closed-captioned content developed for social platforms such as Instagram Reels, YouTube shorts and TikTok can now be strategically deployed across PATTISON’s inventory of digital vertical posters in key markets in Canada, ensuring creative consistency and amplified reach.

“Creator content has already driven real results across social, PR, web, and print. Our partnership with PATTISON Outdoor is the next step, bringing that same authentic creative into the physical world. Brands can now take content that already resonates on social and extend it across DOOH inventory, reaching Canadians in the moments between their screens,” said Umair Tazeem, Founder & CEO at Embold.

Through our partnership, brands gain access to brand-safe, scalable and performance-driven DOOH channel where social-first creative and UGC can extend beyond feeds and thrive in the physical world. In addition, silent and caption-optimized video production reflects viewing behavior patterns where studies show that up to 85% of social media video is consumed without sound¹. On-screen text also increases retention and the likelihood of viewers watching for longer or to completion. Progressive brands now design video content to communicate effectively in silent mode through on-screen text, captions, and visual storytelling that does not require audio. This approach expands potential viewing contexts and improves accessibility while maintaining effectiveness for DOOH. A campaign with a Toronto-based content creator in the Winter of 2026 saw over 1 in 3 frequent subway riders recall the ad, with 72% among them engaging with the ad, brand or influencer in some way².

“We believe in the intersectionality of media, and this a natural evolution for PATTISON,” said Mary Ventresca, CMO at PATTISON. “Rather than being competing media channels, we are creating synergy between social media strategy and Digital Out-of-Home to create new paths of brand engagement.”

From Influence to Impact, PATTISON seeks to provide a new platform for social content to live and thrive and invigorate the way brands look at their social media strategy and how it can be amplified by DOOH, turning social content into real world experiences that drive action.

About PATTISON Outdoor

PATTISON Outdoor Advertising, a division of The Jim Pattison Group, is Canada’s largest Out-of-Home advertising company. PATTISON helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services.

With roots dating back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, office, and street-level formats. PATTISON is headquartered in Mississauga, Ontario, with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.

About Embold
Embold is Canada's leading influencer and creator marketing platform, helping brands plan, launch, and measure high-performing creator campaigns from end to end. With a network of 9,000+ pre-vetted Canadian micro-influencers, Embold has supported 500+ brands and reached over 235 million people across the country.

Brands can run campaigns independently through Embold's self-serve platform or tap into fully managed services spanning influencer marketing, UGC production, ambassador programs, gifting and seeding, and paid amplification. Whether the goal is awareness, engagement, or conversion, Embold gives Canadian brands the tools and talent to make creator content work harder across every channel.

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¹ https://digiday.com/media/silent-world-facebook-video/
² PATTISON Campaign Evaluation Study

Coinciding with what is expected to be one of the largest sporting events ever hosted in North America, the collaboration will see Footballco's tournament coverage distributed across Clear Channel Outdoor's nationwide network of digital billboards reaching 65 million adults 18+ weekly (Geopath 2023). This includes digital Out-of-Home (OOH) media placements in key host markets and across the nation. Footballco's portfolio of soccer media and culture brands reach nearly 50 million fans each month across North America, primarily through its flagship, GOAL.

The initiative extends the fan experience beyond match venues and broadcasts, meeting audiences in the everyday spaces where they live, work and play.

Extending the Tournament Energy

Throughout the tournament, CCO's digital displays will feature dynamically updated Footballco content, including:

• Real-time scores and match results
• Tournament brackets and standings
• Breaking news and key storylines
• Editorial headlines and cultural moments surrounding the competition

By combining Footballco's global soccer expertise with Clear Channel Outdoor's large-scale digital footprint, the partnership creates a shared, public-facing layer of tournament storytelling across host cities and beyond.

"Big tournament moments resonate far beyond the pitch," said Dan Levi, EVP and CMO, Clear Channel Outdoor. "This partnership allows us to extend Footballco's deep expertise, insights and innovative online content from social media-driven fandom into the physical world. Our hope is to reflect the energy of the tournament in real time across our digital network, connecting communities through a shared passion for the world's game."

"Footballco's mission is to bring fans closer to the sport and the stories shaping it," said Jason Wagenheim, CEO of Footballco. "Partnering with Clear Channel Outdoor allows us to extend that storytelling into the real world, connecting important tournament moments with fans in the physical spaces where they live, work, and gather."

A Collaborative Opportunity for Brands

The partnership also creates a premium, integrated environment for brand participation across both digital and out-of-home channels. Footballco's WCHQ platform serves as the central hub for all tournament coverage — delivering real-time news, match analysis, cultural storytelling, and fan-focused content across GOAL, social media, video, and live editorial programming. Through this partnership, WCHQ content will extend beyond owned channels to Clear Channel Outdoor's digital display network, bringing live tournament context into high-traffic physical environments. Select brand partners will have the opportunity to integrate their messaging seamlessly across this ecosystem — from GOAL's digital platforms to Clear Channel Outdoor's screens — aligning with trusted, brand-safe content during the moments when fan attention is at its peak.

This sports marketing model offers a unified, content-aligned, multi-screen association with the tournament, creating a seamless opportunity for brands to connect the action on the pitch to industry-leading coverage and insights online and in social media, to the excitement and fan engagement across CCO's ubiquitous digital screens in the physical world.

With digital flexibility, creative can adapt to match outcomes, milestone moments and host-city dynamics, reflecting the pace and unpredictability that define the tournament itself.

A Once-in-a-Generation Moment for U.S. Soccer

The 2026 tournament marks the first men's tournament hosted in the U.S. since 1994 and introduces an expanded 48-team format expected to drive record attendance and viewership. Millions of domestic and international fans will travel to host cities, while audiences across the country engage through live broadcasts, social media and public celebrations.

As anticipation builds, Clear Channel Outdoor and Footballco's collaboration offers a new way to connect tournament storytelling with the broader cultural landscape, transforming digital OOH screens into real-time touchpoints during one of the most significant sporting events of the decade.

About Clear Channel Outdoor Holdings, Inc.

Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Clear Channel's dynamic advertising platform is broadening the pool of advertisers using its medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of Clear Channel's diverse portfolio of assets, we connect advertisers with millions of consumers every month.

About Footballco

Footballco, the world's leading football culture and media company, operates five publishers Voetbalzone, Calciomercato, Kooora Spox, and GOAL — the world's largest football publisher. Through this portfolio, Footballco reaches more than 640m football fans a month publishing across web, apps, email, social media, podcasts, video, and more. Footballco is majority-owned by Integrated Media Company (IMC), an affiliate of US private equity giant TPG. DAZN Group retains a minority stake.

미국 AP통신에 따르면, 뉴욕의 성희롱 전문 변호사 메건 토머스(Megan Thomas)가 공항 광고를 둘러싼 분쟁에서 법원 판결을 이끌어내며, 공공장소 내 광고 규제와 표현의 자유 간 경계 논쟁이 확산되고 있다.

토머스는 당초 뉴욕 시러큐스 행콕 국제공항(Syracuse Hancock International Airport) 터미널 내 쓰레기통 상단에 소형 광고를 게재해 자신의 로펌을 홍보할 계획이었다. 광고 문구는 “인사팀이 이를 ‘가벼운 농담’이라 했을 때, 우리는 이를 ‘증거 A’로 봤다”는 내용으로, 출장 중 성희롱을 경험한 이들에게 문제 인식을 환기하기 위한 것이었다.

그러나 시러큐스 지역 공항청(Syracuse Regional Airport Authority, SRAA)은 해당 문구가 부적절하고 오해를 불러일으킬 수 있다며 광고 게재를 거부했다. 공항청은 내부 규정을 근거로 표현 수위를 완화할 것을 요구하며, 해당 문구가 공격적이고 부정확한 메시지를 전달할 수 있다고 판단했다.

이에 토머스는 계약 위반과 미국 수정헌법 제1조에 따른 표현의 자유 침해를 이유로 소송을 제기했다. 그는 공항과 같은 공공 공간에서는 특정 관점에 대한 차별적 제한이 허용되지 않는다고 주장했다.

법원은 토머스의 주장을 받아들였다. 담당 판사는 공항청의 ‘허위 또는 비방’ 주장에 대해 근거가 부족하다고 판단하며, 해당 광고 문구는 단순히 ‘가벼운 농담’으로 간주된 행위가 실제로는 법적 책임이 따를 수 있는 성희롱일 수 있음을 시사하는 수준이라고 밝혔다.

판결 이후 광고 집행 규모는 오히려 확대됐다. 당초 계획됐던 소형 광고 대신, 현재는 공항 주요 동선에 위치한 대형 광고 두 곳에 동일 메시지가 노출되고 있으며, 이 중 하나는 바닥부터 천장까지 이어지는 대형 벽면 광고로 설치됐다.

공항청은 이번 판결에 대해 “유감스럽다”는 입장을 밝혔으나, 양측은 합의에 도달해 분쟁을 마무리했다. 공항청은 합의를 통해 공항 운영이라는 본래 기능에 집중할 수 있게 됐다고 설명했다.

토머스 측은 광고 효과를 즉각적으로 체감하고 있다. 광고 노출 이후 상담 문의가 급증하면서, 로펌은 추가 변호사와 상담 인력을 채용한 것으로 전해졌다.

이번 사례는 공공 인프라 내 광고 규제와 표현의 자유 간 충돌을 단적으로 보여주는 사건으로 평가되고 있다.

Perion Network Ltd. (NASDAQ and TASE: PERI), an advanced technology leader solving for the complexities of digital advertising through AI-native execution infrastructure, today announced an exclusive partnership with McSorely Media, together with joint venture partner Mediamark, leading media companies operating across Africa, to deploy Outmax, Perion's AI-native execution agent, into the region. The agreement expands Perion's commercial footprint, creates a new recurring revenue channel, while bringing outcome-driven, transparent AI execution to African agencies.

Africa's programmatic advertising market is at an inflection point. According to ResearchAndMarkets¹, digital ad spend across the continent is forecast to reach $6.5 billion by 2029, growing at a CAGR of 15.3% through the end of the decade, nearly double the pace of the prior five years. Yet despite this trajectory, the infrastructure to convert that spend into measurable, optimized outcomes remains nascent. The convergence of accelerating digital investment and underleveraged execution capability represents a significant commercial opportunity for Perion to capture value, particularly through AI-driven execution solutions like Outmax.

Outmax is an AI agent designed to increase advertiser efficiency and performance by applying algorithmic intelligence to optimize against brand-defined business outcomes rather than platform-standard KPIs.

Through McSorely Media and Mediamark's combined agency footprint across the continent, the partnership delivers a unified solution, combining Outmax's real-time AI optimization with Perion's programmatic digital out-of-home capabilities, accelerating market penetration.

Early deployments in South Africa are already delivering results. A campaign for high end niche fashion brand Wepner, executed through Mediamark and powered by Outmax, achieved a 96% video completion rate on YouTube, exceeding benchmark by six points, alongside a 27% reduction in carbon intensity and a 7.65% engagement rate. The campaign drove an astounding 3.7m views onto the Wepner Instagram page. This demonstrated Outmax's ability to drive measurable performance and efficiency gains for South African advertisers ahead of broader continental rollout, and underscores Outmax’s ability to drive both performance and sustainability outcomes, reinforcing its value proposition for large scale budget allocations.

"This partnership gives us a scalable channel into one of the fastest-growing digital advertising markets in the world — and does so through partners with unmatched agency reach across the continent" said Tal Jacobson, CEO of Perion. "As African advertisers increasingly demand outcome-driven execution, Outmax is built to deliver exactly that."

Terry Paterson, CEO, McSorely Media, said: “African brands and agencies now have access to Perion One, a platform-agnostic, AI-driven execution layer across programmatic and Digital-out-of-home. Through our joint venture with Mediamark, we’re bringing a more orchestrated and accountable approach to performance in the African market.”

Wayne Bischoff, CEO, Mediamark, added: “Perion’s Outmax introduces a differentiated capability not currently available in Africa. Being first to market through our partnership with McSorely Media gives us a clear competitive advantage - and we intend to move quickly.”

About Perion Network Ltd.

Perion is an advanced technology leader redefining advertising through AI-native infrastructure, delivering real-time media execution across CTV, digital out-of-home, commerce and retail media, social and digital environments. Powered by Outmax, the company’s proprietary AI engine, Perion helps brands, agencies, and retailers optimize spend and performance, driving measurable outcomes at scale.

About McSorely Media

Grounded in Africa’s diversity and experience - with over a decade of industry service, experiences, and being a part of the daily evolution. McSorely Media brings together international and domestic perspectives from the people to the people by joining platforms, and technology to deliver real, measurable results.

About Mediamark

Mediamark is Africa’s leading digital and audio advertising solutions company, representing premium media brands and advanced adtech solutions.

We connect advertisers to highly engaged audiences and turn that attention into measurable, outcome-driven results through data, technology, and trusted media environments.

Forward Looking Statements

This press release contains historical information and forward-looking statements within the meaning of the Securities Act of 1933, as amended, the Securities Exchange Act of 1934, as amended, and the safe- harbor provisions of the Private Securities Litigation Reform Act of 1995 with respect to the business, financial condition and results of operations of Perion. The words “will,” “believe,” “expect,” “intend,” “plan,” “should,” “estimate” and similar expressions are intended to identify forward-looking statements. Such statements reflect the current views, assumptions and expectations of Perion with respect to future events and are subject to risks and uncertainties. All statements other than statements of historical fact included in this press release are forward-looking statements. Many factors could cause the actual results, performance or achievements of Perion to be materially different from any future results, performance or achievements that may be expressed or implied by such forward-looking statements, or financial information, including, but not limited to, political, economic and other developments, the failure to realize the anticipated benefits of companies and businesses we acquired and may acquire in the future, risks entailed in integrating the companies and businesses we acquire, including employee retention and customer acceptance, the risk that such transactions will divert management and other resources from the ongoing operations of the business or otherwise disrupt the conduct of those businesses, and general risks associated with the business of Perion including, the transformation in our strategy, intended to unify our business units under the Perion brand (Perion One), intense and frequent changes in the markets in which the businesses operate and in general economic and business conditions (including the fluctuation of our share price), loss of key customers or of other partners that are material to our business, the outcome of any pending or future proceedings against Perion, data breaches, cyber-attacks and other similar incidents, unpredictable sales cycles, competitive pressures, market acceptance of new products and of the Perion One strategy, changes in applicable laws and regulations as well as industry self-regulation, negative or unexpected tax consequences, inability to meet efficiency and cost reduction objectives, changes in business strategy and various other factors, whether referenced or not referenced in this press release. We urge you to consider those factors, together with the other risks and uncertainties described in our most recent Annual Report on Form 20-F for the year ended December 31, 2024 as filed with the Securities and Exchange Commission (SEC) on March 25, 2025, and our other reports filed with the SEC, in evaluating our forward-looking statements and other risks and uncertainties that may affect Perion and its results of operations. Perion does not assume any obligation to update these forward-looking statements.

¹ https://www.researchandmarkets.com/reports/6217871/africa-digital-ad-spend-market-size-and-forecast

The Out of Home Advertising Association of America (OAAA) today unveiled the full agenda for its 2026 OOH Media Conference, taking place May 11–13 in Dallas, alongside new speaker announcements, including leaders from Google, Purely Elizabeth, LUMA Partners, UTA, National Geographic, Zillow and more. The program brings together top executives across media, technology, and marketing at a time when brands are rethinking how they reach and engage audiences today.

The 2026 agenda is built around the forces reshaping the industry, from AI and shifting media economics to creativity, culture, and the evolving role of OOH within the modern media mix. It reflects where the market is headed and how leading marketers are adapting in real time.

New speakers include:

• Ali Broback, Chief Client Officer & Partner, ODN
• Adrienne Lahens, Co-Founder & Chief Executive Officer, Infinite Studios
• Beverly Jackson, Vice President, Brand & Product Marketing, Zillow
• Dan Levi, Chief Marketing Officer, Clear Channel Outdoor
• Eric Iverson, Partner & Chief Technology Officer, UTA
• Esther Raphael, Chief Marketing Officer, Intersection
• Jenn Chick, Chief Marketing & Brand Officer, National Geographic
• John Miller, EVP, Sales & Marketing, Lamar Advertising Company
• Kelly Peppers, President, Colossal Media
• Meghan Shookman, VP of Marketing, Purely Elizabeth
• Nick Brien, Chief Executive Officer, OUTFRONT Media
• Ranjit Raju, Head of AI Strategy, Media & Entertainment, Google
• Terence Kawaja, Chief Executive Officer & Founder, LUMA Partners
• Sean Reilly, President & Chief Executive Officer, Lamar Advertising Company
• Stacy Minero, Chief Marketing & Experience Officer, OUTFRONT Media
• Scott Wells, Chief Executive Officer, Clear Channel Outdoor Holdings

Joining a lineup that spans global brands, media platforms, and cultural leaders, including Founder & Serial Entrepreneur, Emma Grede; Morgan & Morgan Founder, John Morgan, and The Dallas Cowboys’ Meredith Counce, these additions further strengthen a program that reflects the scale, momentum, and evolution of the OOH industry.

Highlights from the 2026 agenda include:

• A forward-looking conversation on AI, media, and the new distribution model featuring Ranjit Raju, Head of AI Strategy, Media and Entertainment at Google, and Eric Iverson, Partner and Chief Technology Officer at UTA
• Creative and media leaders from Giant Spoon, Zambezi and Colossal Media explore what it takes to push OOH beyond formula, unlocking more ambitious ideas, closing the gap between concept and execution, and elevating the medium as a true creative canvas
• Brand and sports leaders explore how major moments, from global events to everyday fan culture, translate into sustained impact, examining how brands use OOH to extend reach, align with culture, and build programs that deliver beyond a single moment.
• OOH CMOs share how they’re navigating today’s market—what’s working, what’s not, and how the industry is evolving to meet shifting buyer expectations
• A candid conversation with the CEOs of the three largest OOH companies, moderated by Terence Kawaja, CEO & Founder of LUMA Partners, on the state and future of the industry
  

“The momentum we’re seeing in out of home is reflected in the caliber of leaders coming to and speaking at our industry’s biggest event,” said Anna Bager, President & CEO, OAAA. “Brand marketers, agency executives, media decision-makers, creatives, and technology leaders are coming to Dallas to align on what’s next and to move the industry forward together.”

The 2026 OOH Media Conference will also feature breakout sessions, unique networking opportunities, the Independents Summit, and the inaugural OAAA Honors Circle, recognizing the people who drive OOH forward and honoring exceptional achievement across the roles and disciplines that shape the medium. Together, these experiences bring this year’s theme, “The Human Medium,” to life—highlighting the power of OOH to connect brands and audiences through presence, shared experience, and real human impact.

To view the full agenda and register for the 2026 OOH Media Conference, visit ooh2026.com/agenda.

About the Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association representing the out of home (OOH) advertising industry. OAAA’s mission is to protect, promote, and advance the medium through government affairs and advocacy, industry research and market intelligence, brand and agency engagement, and industry leadership and convening. OAAA works to ensure OOH’s essential role in the modern media mix by advancing standards, aligning the industry around shared priorities, and shaping the future of OOH. Founded in 1891, OAAA serves more than 850 member companies, including media owners, advertisers, agencies, ad tech providers, and suppliers. The association is headquartered in Washington, D.C., with offices in New York City.

클리어 채널은 첫 번째 전략으로 디지털 스크린을 활용한 실시간 광고 운영을 제시했다. 디지털 옥외광고는 이벤트 일정 안내, 카운트다운, 기간 한정 프로모션, 시간대별 메시지 변경 등 즉각적인 콘텐츠 운영이 가능하다.

최근 글로벌 광고업계에서는 정적인 이미지 중심 광고를 넘어 실시간 데이터와 연동된 유연한 캠페인이 확산되고 있다. 이에 따라 디지털 OOH는 빠르게 변화하는 소비 환경에 대응할 수 있는 효율적인 매체로 평가받고 있다.

두 번째 전략은 계절성과 연결된 크리에이티브다. 봄 방학 여행, 정원 관리, 집 꾸미기, 꽃과 자연 이미지 등 계절적 감성을 반영한 광고는 소비자의 관심을 끌고 공감대를 형성하는 데 효과적이라는 분석이다.

특히 이동 중 짧은 시간 안에 메시지를 전달해야 하는 OOH 특성상 직관적이면서도 시기와 맞는 콘텐츠가 주목도를 높이는 핵심 요소로 꼽힌다. 봄은 밝고 긍정적인 분위기를 활용할 수 있어 브랜드 메시지 전달에 유리한 시기로 평가된다.

세 번째 전략은 소비자 참여를 유도하는 인터랙티브 요소다. QR코드, 소셜미디어 참여 문구, 모바일 연계 프로모션 등을 활용하면 오프라인 광고 접점을 실제 행동으로 이어지게 만들 수 있다.

이는 단순 노출 중심의 전통적 옥외광고에서 한 단계 진화한 방식으로, 브랜드는 광고 효과 측정과 소비자 반응 분석까지 함께 진행할 수 있다.

봄철 OOH 캠페인의 경쟁력은 적절한 타이밍, 공감도 높은 메시지, 그리고 소비자 행동을 이끌어내는 실행력에서 결정될 것으로 보인다.