OMA Categories

Visual Craft Award

This award celebrates best-in-class, eye-catching Out of Home poster design. The winning creative will be undeniably brilliant in its art direction, powerfully convey its message and be true to the brand. The creative will suit the Out of Home environment where it is displayed and bring the campaign strategy to life.

The award is open to brands and companies of all sizes across all classic and digital Out of Home campaigns.

The judges will be particularly interested in seeing campaigns with:

• Classic/Digital or crafted creative that demonstrates exceptional art direction and ‘the art of the poster’

• The effective use of great design to capture the audience’s attention and imagination

Tech Innovation Award

This award celebrates creative executions that stand out because of their innovative deployment of technology or data, that helps brands capture the mood of the moment.

The winning campaign will use tech or data in new and interesting ways to push the boundaries of what is possible in Out of Home with an original and unique execution.

This category will be judged on how the data or technology has been used to deliver a creative execution, rather than for campaign planning.

The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• How the campaign was unique and / or a media first

How new technology has been used to boost the campaign’s performance

Installation and Experience Award

This award commends campaigns that are one-off, PR-worthy special installations or immersive real-world experiences. Campaigns entered don’t necessarily need to fit inside the usual formats found in an Out of Home campaign.

The award is open to brands and companies of all sizes.

Judges will be particularly interested in seeing:

• How and why campaigns particularly resonated with new and existing audiences because they broke the mould

• Paid media delivering earned media and the results across PR and social

Data and Intelligence Award

This award celebrates smart planning powered by data.

Campaigns entered into this award will be able to clearly demonstrate how the use of audience-focused data, insights and tools were used to create an effective brand communication strategy. Brands should also consider if their Out of Home campaign included an audience inclusivity planning aspect. The entry will show the ways the campaign was more successful as a result.

The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• The source of the data and how it was applied in the planning & execution

• How the data and resulting planning drove positive results

Cross-Format Award 

This award is open to campaigns which have strategically used at least two different OOH formats across different environments.

Whether this is the use of small and large formats, traditional and digital formats, mall advertising and high street advertising, etc, the entry needs to clearly demonstrate why particular formats have been used together, and the strategy behind the choices. 

The award is open to brands and companies of all sizes. 

The judges will be particularly interested in seeing:

• Why multiple formats have been used to deliver the campaign

How the use of multiple formats boosted this campaign’s performance

Cross-Channel Award

This award is open to cross-channel campaigns which have strategically used Out of Home as a lead channel to complement other channel activity, when partnered with at least one other medium, to the benefit of the campaign in reaching the desired audience.

The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• Why OOH was the lead medium and how it was combined with other channels to deliver the campaign

• How the channel combination boosted this campaign’s performance

Brand Building Award

This award celebrates brands that have regularly placed Out of Home as a core part of their media plan during the last year.

Brands need to demonstrate, either through multiple bursts of one campaign or with multiple campaigns over a period of time, long-term strategic use of OOH for successful brand building purposes or activation of key moments.

Entries into this award must have a minimum Out of Home media budget of £500k.

The judges will be particularly interested in seeing:

• A consistent commitment to the medium and the strategy behind this

• A positive shift in measurable brand metrics as a result of long-term Out of Home activity

Local Advertising Award

This category celebrates campaigns from advertisers adopting a local campaign strategy which look to reach audiences on a hyper-local, point of interest proximity, city-wide or regional level.

The award is open to businesses and organisations that are local to the campaign itself, including SME’s, schools, colleges, charities, police and local authorities.

The judges will be particularly interested in seeing:  

• How the campaign reached and resonated with local target audiences 

• Any localised approach to copywriting and creative 

• A demonstration of positive results linked to the campaign objectives

New Approach Award

This award commends any advertiser, small or large that has either; used Out of Home for the first time, returned to using the channel after at least one year away from the medium and have distinctly changed their approach to using Out of Home, resulting in positive business effects.

Judges will be particularly interested in seeing:

• How and why Out of Home was used, how it was different to previous media strategy

• How this new approach delivered positive results

National Social Impact Award 

This award is open to projects delivered at scale that convey a brand’s identity or mission to drive positive change for the environment and/or people in the UK at a national level, using Out of Home media. ​

This covers a variety of initiatives such as working to improve urban spaces, diminishing your company’s impact on the environment, changing behaviours, championing diversity and inclusion, or helping charitable causes. Your project or Out of Home campaign will need to have made a measurable positive impact on society.

The judges will be particularly interested in seeing:

• The level of impact at a national level that has come from the project or campaign

• How Out of Home has been used as part of the campaign, what its role was, and how effective it’s been at delivering results

• Initiatives that go beyond compelling messaging and actively contribute to positive change

Community Social Impact Award

This award is open to projects delivered at scale that convey a brand’s identity or mission to drive positive change for the environment and/or people in the UK at a local level, using Out of Home media.

Your project or Out of Home campaign will have made a positive impact, whether it be enhancing urban areas, reducing your company’s environmental impact, changing behaviours, championing diversity, or contributing to charitable causes in the local community or at a local level.​

The judges will be particularly interested in seeing:

• The level of impact that has come from the work in the community the project happened in

• How Out of Home has been used as part of the campaign, what its role was, and how effective it’s been at delivering results

• Initiatives that go beyond compelling messaging and actively contribute to positive change at a local level

Rising Star Award

We encourage companies to take a considered approach to the diversity of their nominations for this award.

We hope that with the level of talent and brilliant work being produced that organisations will choose to enter multiple individuals. We will be encouraging judges to keep an eye out for diversity of submissions made.

This award commends a talented newcomer to the industry who’s going the extra mile, having shown incredible enthusiasm and involvement in Out of Home industry. This individual will work for a media owner, media agency or specialist, and will have joined the world of Out of Home within the last 5 years.

They will be making a positive impact for their stakeholders (internal or external), the industry and their organisation. They will be making waves by going over and above what is expected of them.

Individuals can nominate themselves and work in any department.

The judges will be particularly interested in seeing:

• The individual’s passion the Out of Home industry

• How the individual has gone above and beyond to contribute to the industry or deliver an Out of Home campaign for advertisers

This is the best of the best of our category winners, according to judges, and the selected brand will be awarded £150,000 worth of media space to use across Clear Channel UK’s digital screens.