OAA 2024 contest will be open for entries from April 1, new award categories introduced

Even as Indian OOH gears up for accelerated business growth in FY 2024-25 after a highly successful run in FY 2023-24 that saw total pan-India revenues go up significantly year-on-year and a notable step-up in DOOH expansion in some of the key markets, OOH media owners and specialist agencies are seemingly redoubling the efforts to deliver compelling brand experiences through innovative use of the medium. Launch of iconic media and unveiling of innovative OOH campaigns over the last one year is illustrative of the collective surge to place Indian OOH on a higher growth trajectory.

The 18^th edition of OOH Advertising Awards (OAA)  contest, formerly known as the Outdoor Advertising Awards, is designed to celebrate the most outstanding works executed in the period April 1, 2023 to March 31, 2024. Leading OOH firm Roshanspace has taken up the Title Sponsorship of OAA 2024, having also been the Title Sponsor of OAA 2022 & 2023.

Contest is open

The OAA 2024 contest will be open for entry submission online from April 1, 2024. All entries are to be submitted not later than May 15, 2024. The parameters for judging each award category is specifically defined in the entry submission section of the awards website.

The entries will be adjudicated by separate Juries comprising eminent brand marketers and creative heads who have deep knowledge of OOH advertising. The judging will be conducted in two stages – the first, online, and the second, through in-person Jury meets in different cities.

The OAA 2024 metals will be given away at a special awards function that will be organised on July 27, 2024 at Hilton Garden Inn, Embassy Manyata Business Park, Bengaluru, which is also the venue for the OOH Advertising Convention (OAC) 2024.

New categories

OAA 2024 sees the introduction of some categories, keeping in view the changing nature of OOH business and the trends in some of the OOH segments. Hence, this year’s contest will have, awards for:

I. Best Use of Transit Media

This category will have entries on best creative and innovative use of transit media for a single campaign using transit media at airports / in-plane / aircraft exterior branding / Metro station branding / Metro train branding including in-train branding / Rail station branding / Rail train branding including in-train branding / cab branding / bus branding / auto rickshaw branding and / or any other transit media format. Entries may be received from advertising brands, specialist agencies, media agencies, creative agencies, media owners (if client is directly engaged), and OOH solution providers like programmatic platforms.

Each entry shall contain the (i) communication objective and the idea; (ii) Execution Details -- Target audience, Location(s), Duration of campaign, Use of transit media solely for the purpose of advertising (number of media used, formats such as, static, Interactive / Non – Interactive DOOH screens); (iii) Impact Assessment/ Data Analysis

II. Best Use of Mall & Cineplex Media

In this category, entries will be invited for best creative and innovative use of media at malls and / or cineplexes for a campaign using static and / or DOOH advertising media. Entries may be received from advertising brands, specialist agencies, media agencies, creative agencies, media owners (if client is directly engaged), and OOH solution providers like programmatic platforms.

Each entry shall contain the (i) Communication objective and the idea; (ii) Execution details -Target audience, Location(s), Duration of campaign, Use of cineplex / mall media solely for the purpose of advertising (number of media used, formats such as, static, Interactive / Non – Interactive DOOH screens ); (iii) Impact Assessment/ Data Analysis

III. Brand Activation at Retail Store

In this category, entries will be accepted for any activation / demonstration/ launch of new product done at retail store solely for purpose of promotion or advertising which include consumer engagement or experience. The entries may be received from advertising brands or retail stores, specialist agencies, media agencies, creative agencies, and activation/BTL agencies.

Each entry shall contain the (i) communication objectives for the activation; (ii) activation strategy; and (iii) impact assessment.

The aforementioned awards categories are all grouped under Special Categories.

In recognition of the trend toward integrated brand communications, OAA 2024 will feature a new category: 

IV. Best OOH Integration with Radio/Digital/Social Media Marketing

This category will have the entries on best OOH campaign that has been integrated with radio, digital or social media. The OOH campaign should have been integrated with at least one of radio, digital or social media. The category will have entries from advertising brands, specialist agencies, media agencies and creative agencies.

The entry shall contain the media strategy employed in relation to overall communication objective, execution details (Target audience, Budget allocated, Coverage of locations, Media mix, etc.), and the impact of using an integrated media plan.

Further, to broadbase the International Category of the awards, OAA 2024 will have two sub-categories:

V. International – Traditional Format

This category will have entries based on work done by Indian & International agencies but implemented outside India while using traditional media or campaign done in the ambient space.

The entry will be judged on the content (campaign) that is run using traditional or ambient media and does not refer to the media used. Entries may be received from advertising brands, specialist agencies, media agencies, creative agencies, and media owners (if client is directly engaged).

VI. International – DOOH

This category will have entries from Indian & International agencies for works implemented outside India using the DOOH medium. The category will have entries based on the digital OOH content of the media and not the media format. Entries may be received from advertising brands, specialist agencies, media agencies, creative agencies, and media owners (if client is directly engaged) 

Details of the award categories may be checked at: https://www.oacasia.org/oaa/category