OMAA -Digital Signage Industry Marketing Trends

The Out of Home Advertising Association of America has hired two industry veterans to its executive leadership team, according to a company press release.

Laura Colona has been appointed as executive vice president, commercial marketing officer, reporting directly to OAAA President and CEO Anna Bager. In addition, Rick Robinson, an OOH industry executive, was named chief creative officer-in-residence.

Colona

Colona will take over a newly-created role at OAAA where she will focus on providing executive leadership and management of OAAA’s marketing organization, as well as governing and enabling a marketing program. She will preside over various OAAA member bodies including the CMO Council, CRO Council, Creative Council, Innovations Committee, and others.

“Laura’s expertise liaising with brands and other buy-side partners will accelerate alignment for their OOH requirements through strategic initiatives that unlock the power of this medium as a transformative intersection that drives consumer engagement,” Anna Bager, president and CEO, OAAA, said in the release.

Colona joins the OAAA from MediaMath, where she served as VP and head of global marketing. Prior to MediaMath, Colona was the corporate marketing communications director at Comcast-owned video ad serving platform FreeWheel. Colona’s resume also includes valuable trade organization experience, from 2004 through 2007, serving as director of marketing communications at the Direct Marketing Association, acquired by the Association of National Advertisers in 2018, and where she currently serves on the Board of Governors for the International Echo Awards.

“OOH is a powerful medium that continues to evolve and it’s an exciting time to be joining the OAAA with consumers increasingly returning to out of home living post-pandemic,” Colona said in the release. “I’m excited to partner with Anna and the OOH marketplace on initiatives that will accelerate explosive growth for OOH as it continues to evolve through technical, media, and societal change.”

Robinson joins OAAA to raise the profile of the organization and its membership on several creative fronts with buyers, brands, and agencies. In this new role, he will be serving as the director of the trade group’s annual showcase of the best in OOH advertising — the OBIE Awards — which is celebrating its 80th anniversary.

“Rick is one of the OOH industry’s most zealous champions and has both the creative and technology expertise to be a dynamic force as we emerge from the pandemic,” Bager said in the release. “His depth of OOH knowledge will play a key role in driving increased value for our diverse membership base.”

Robinson

Robinson joins OAAA with 34 years of expertise as an OOH executive, public speaker, and author. Robinson started in the OOH media business as a local salesperson and has developed, marketed, planned or bought forms of traditional and non-traditional OOH media over his career. Most recently, he was partner/chief strategy officer for Billups, with clients such as Molson Coors, Nike, AMC, RE/MAX, Brand Jordan and over 350 other agencies and brands.

“This is truly a watershed moment for our medium, as we continue to break boundaries to ensure that OOH delivers reach and resonance as we emerge from restrictions — with a careful eye on potential pivots yet to come,” Robinson said in the release. “I am thrilled to be joining Anna and the entire OAAA team to work with members and advocate for out of home on an industry-wide level.”

OAAA represents more than 800 members, including media companies, advertisers, and agencies. Founded in 1891, OAAA is headquartered in Washington, D.C. with offices in New York City.

source https://duchonsigns.wordpress.com/2022/02/09/omaa-digital-signage-industry-marketing-trends/