OOH Today Legal Q&A
Article No. 6
By: Andy McDonald of McDonald Law, PLLC
andy@mcdonaldlawpllc.com
https://www.mcdonaldlawpllc.com/
Hitting the ROAD 2.0 (The Resource of Outdoor Advertising Descriptions 2.0)
In researching different OOH topics that may be of interest for my latest and final article in this Legal Q&A series, I came across an interesting project – the Resource of Outdoor Advertising Descriptions 2.0 (ROAD 2.0). The project was undertaken by Duke University Libraries and is a compilation of over 31,000 images of OOH images from the 20th century. It’s available here – https://repository.duke.edu/dc/outdooradvertising. Over 16,000 of these images were obtained from the archives of the Outdoor Advertising Association of America (OAAA). A discussion of the ROAD 2.0 project and its organization can be found here – https://archives.lib.duke.edu/catalog/oaaaarchives – with such link also containing an interesting history of the OAAA and the OOH in America, along with a glossary of key OOH terms.
While I’ve been around OOH professionally for 25+ years now, I’ve never delved into its history. Although OOH history can be traced back thousands of years to ancient civilizations such as Egypt, where messages were inscribed on stone and clay tablets to promote goods and services to ancient Rome where political messages and announcements were displayed on walls and columns, and to the invention of the printing press in the 15th century which led to posters and handbills becoming a popular means of advertising products and events in public places, it wasn’t until the 19th century where OOH experienced significant advancements with the rise of the Industrial Revolution. Mass production made it cheaper and easier to produce posters, leading to the proliferation of billboards and signage in urban areas. The advent of lithography allowed for colorful and eye-catching posters, further fueling the growth of outdoor advertising.
The ROAD 2.0 project contains images from the late 19th through the 20th centuries, when advancements in transportation, particularly the expansion of railways and streetcars, created new opportunities for OOH advertising. Posters were plastered on the sides of buildings and along transportation routes, reaching large audiences as people traveled to and from work. The golden age of out-of-home advertising came about in the 20th century with the introduction of iconic advertising mediums such as the billboard and the neon sign. Billboards became larger and more elaborate, featuring bold graphics and catchy slogans designed to capture the attention of passersby. Neon signs, with their bright colors and animated designs, lit up city streets and became synonymous with urban nightlife and consumer culture.
The mid-20th century saw the rise of America’s highway system, leading to the proliferation of roadside advertising. Billboards dotted the highways, offering travelers everything from gas stations to roadside attractions. In recent decades, OOH advertising has continued to evolve with the advent of digital technology. Digital billboards and screens have become commonplace in urban centers, offering advertisers new ways to engage consumers with dynamic and interactive content. Mobile technology has also played a significant role, with location-based advertising allowing advertisers to target consumers based on their proximity to specific locations.
Today, out-of-home advertising remains a vital component of the advertising industry, with a wide range of mediums and formats available to advertisers. From traditional billboards to digital screens and mobile advertising, the practice continues to adapt to changing consumer behavior and technological advancements. As long as there are public spaces and people to see them, out-of-home advertising will remain a prominent aspect of modern society.
Like all of you, I’m curious to see how OOH evolves – from digitals and programmatic to possibly more personalized, targeted advertising based upon the demographics or other more personal data of a segment of the traveling public. While imagining the future, it’s interesting and informative to look to the past, so I hope y’all enjoy, as much as I have, the ROAD 2.0 project and its multitude of historical images. I look forward to continuing to contribute, where and how I can, to the progress of OOH, and I look forward to meeting many more of you as I continue my professional journey in OOH. The next chapter of my journey, which will unfortunately prevent me from continuing the articles in this series, is set to begin April 1, 2024 – news of which should be forthcoming next week.
About the Author: Andy McDonald works for his law firm, McDonald Law, PLLC. He is an AV Preeminent Martindale-Hubbell Peer-Review rated attorney and has practiced law and dealt with billboard issues since he first became licensed in 1999. Andy is licensed in Mississippi, New Mexico, Oklahoma, and Texas.
Disclaimer: This article is provided for informational purposes only and does not constitute legal advice or create an attorney-client relationship. While every effort has been made to ensure the accuracy of the information presented, it should not be construed as legal advice or opinion. Readers should not act upon this information without seeking professional counsel. The content of this article may be subject to change, and the accuracy of the information is not guaranteed. Laws and regulations vary by jurisdiction, and the application and impact of laws can differ based on individual circumstances. Readers are advised to consult with a qualified legal professional regarding their particular situation and any specific legal questions they may have. The author and publisher of this article expressly disclaim any and all liability to any person or entity concerning the consequences of anything done or omitted to be done directly or indirectly in reliance upon the information provided. No reader should act or refrain from acting on the basis of any content included in this article without seeking appropriate legal advice on the particular facts and circumstances at issue. The information contained in this article is not a substitute for obtaining legal advice from a qualified attorney licensed in the appropriate jurisdiction. By reading this article, the reader acknowledges that they are not forming an attorney-client relationship with the author or the publisher. No reader should consider this article as a substitute for legal representation, and they should not rely on the information provided herein without seeking professional counsel.
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