NEW YORK – Moving Out of Home Association (MOOHA), the marketing and advocacy organization developed to increase the visibility and convey the excitement of the growing moving OOH advertising sector to the greater OOH and advertising industry was announced today. MOOHA, part of DPAA’s Collective will feature a self-governing member base that includes media owners and measurement organizations who share the goal of increasing awareness and ad revenue to the moving OOH sector.
Adgile Media Group, LED Truck Media and Wrapify will serve as founding members of MOOHA which also includes lead members: AllOver Media, Can’t Miss Us, Carvertise, Firefly, Geopath, Mobilytics, Motionworks, Movia Media, Nickelytics, Reveal Mobile, Street Metrics, Vugo. Additional members will be announced. MOOHA was discussed at the DPAA Board level and with various members throughout 2023 as plans for its formation were announced in the CEO’s opening speech at last year’s DPAA Global Summit.
MOOHA will be featured at a special in person launch event on March 13th in NYC.
“Technology, measurement and attribution for ads on moving vehicles has increased to the point where advertisers are taking notice and investing significantly,” said Barry Frey, President, and CEO of DPAA. “Brands and agencies saw this in action at The Cannes Lions Festival of Advertising last June, when the animated DPAA logo was featured on a big, beautiful LED screen trucking up and down the Croisette.”
Advertising on moving vehicles is trusted by brands such as Amazon, AB InBev, Coca-Cola, MLB, Molson Coors, Google, Pepsi, Salesforce, General Mills, Sony Music, Celsius, and many others. Brands are able to design campaigns with vehicles that travel in close proximity to brick and mortar locations enabling market takeovers.
“I am incredibly excited about the formation of MOOHA,” said Brian Rappaport, CEO of Quan. “As Out-of-Home continues to grow YOY, and more and more brands invest in the channel, movable media has truly become a format to pay attention to. Increased reach, social virality, and a unique/buzzworthy creative canvas are just a few of the reasons I’m bullish on the space. This is long overdue and is a huge win for our industry!”
“The ability to target specific events and locations with eye-catching displays has been a game-changer for our brand’s visibility and engagement,” said Paul Marchinares, Consumer Marketing Manager at Celsius Holdings, Inc.
“As this sector develops, we are looking forward to much positive momentum. The time is right for this endeavor,” said Sarah Parkes, Group Chief Sales and Marketing Officer, Talon.
Further goals include showcasing best practices and highlighting innovative best in class creative. This joins additional DPAA priorities including support for Women’s Empowerment and sustainability.
About DPAA
DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. DPAA’s Global Summit on October 15 in New York is the largest one-day media/marketing event. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others.
