OAAA strengthens executive leadership

Key Hires Demonstrate Commitment to Advocate for OHO as a Transformative Media Asset to Reach Consumers

The American Outdoor Advertising Association (OAAA), announced that Laura Colona, ​​a veteran of the digital advertising industry, has been appointed Executive Vice President, Head of Business Marketing, reporting directly to OAAA President and CEO Anna Bager. Additionally, Rick Robinson, one of the key leaders of the OOH landscape, is named Creative Director-in-Residence.

Marketing Technology News: Sensibill named one of the fastest growing companies by The Globe and Mail for the second year in a row

Laura Colona, ​​Executive Vice President, Commercial Marketing:

Colona brings her wealth of experience in the digital advertising industry to a newly created position at OAAA where she will focus on the executive direction and management of the OAAA’s marketing organization, as well as governance and management. implementing a large-scale marketing program designed to demonstrate the unmatched value of OHO. advertising in today’s multi-channel and data-driven world. She will chair various member bodies of the OAAA, including the CMO Council, CRO Council, Creative Council, Innovations Committee and others.

“Laura’s expertise in liaising with brands and other buying partners will accelerate the alignment of their OOH requirements through strategic initiatives that unleash the power of this medium as a transformative intersection that drives consumer engagement. Said Anna Bager, President and CEO, OAAA.

Colona joins the OAAA after working at MediaMath, where she was Vice President and Head of Global Marketing. In this role, Colona was responsible for all aspects of the marketing organization and for amplifying MediaMath’s industry-wide efforts to create a 100% responsible, addressable and aligned supply chain through its SOURCE ecosystem. . Prior to MediaMath, Colona was director of corporate marketing communications on Comcast-owned video ad serving platform FreeWheel, where she led efforts to raise awareness of FreeWheel’s technology solutions to TV programmers, to cable companies and pure digital companies. During this time, Colona also oversaw industry initiatives for the FreeWheel Council for Premium Video, strengthening its leadership positions, research and advocacy efforts. Colona’s resume also includes valuable experience in sales organization, from 2004 to 2007, as Director of Marketing Communications at the Direct Marketing Association (DMA), acquired by the Association of National Advertisers (ANA) in 2018, and where she currently sits on the board of directors. of the Governors for the International Echo Awards.

“OOH is a powerful medium that continues to evolve and it is an exciting time to join the OAAA as consumers increasingly return to living away from their homes after the pandemic,” said Colona. “I am delighted to be collaborating with Anna and the OOH Marketplace on initiatives that will accelerate the explosive growth of OOH as it continues to evolve through technical, media and societal changes. “

Marketing Technology News: MarTech Interview with Phil Gray, Director of Innovation at Interactions LLC

Rick Robinson, Creative Director in Residence:

As a longtime OHO advocate and recipient of the OAAA L. Ray Vahue Award, Robinson will join the OAAA to raise the profile of the organization and its members on multiple creative fronts with buyers, brands and retailers. agencies. In this new role, he will be the director of the commercial group’s annual showcase of OOH’s best advertising – the OBIE Awards – which celebrates its 80th anniversary, to ensure its value as an industry leader honor for decades to come.

Robinson joins the OAAA with a 34-year history as a senior OHO executive, speaker, and author. Robinson started in the OOH media industry as a local vendor and has developed, marketed, planned or purchased virtually all forms of traditional and non-traditional OOH media during his career. Most recently, he was Partner / Chief Strategy Officer for Billups, the country’s largest independent OOH media agency, with clients including Molson Coors, Nike, AMC, RE / MAX, Brand Jordan and over 350 other agencies and brands. .

“Rick is one of the outdoor advertising industry’s most zealous champions and has both the creative and technological expertise to be a dynamic force coming out of the pandemic,” Bager said. “His in-depth knowledge of OHO will play a key role in creating increased value for our diverse member base. “

His accomplishments in the industry include helping launch the now famous Tall Walls on the Sunset Strip, serving as a two-time OBIE judge, founding chair of the OAAA Creative Committee, author of the book published by the OAAA ” The People’s Space ”, co-chair of the 2013 OAAA National Convention in Los Angeles and recipient of one of the industry’s top honors, the OAAA 2017 L. Ray Vahue Marketing Award of Merit.

“This is truly a watershed moment for our media, as we continue to break down boundaries to ensure that OHO delivers reach and resonance as we break out of restrictions – with a keen eye out for potential hubs to come, ”said Robinson. “I am delighted to join Anna and the entire OAAA team to work with the membership and advocate externally on an industry wide basis. “

Marketing Technology News: Audience targeting in local media markets: more than the sum of its parts