Excited for OMAs
Outdoor Media Awards

OMA Categories

2020 was a year like no other. We expect a lot of the entries we receive will be related to Covid-19’s impact on outdoor campaigns that ran.

We’ve deliberately decided not to have specific Covid-19 related categories.

As ever, our judges will be sure to judge each entry on its own merit, Covid-19 related or not.

Creative

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 OOH 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 OOH 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

Planning

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 effective comms strategy for a brand. The entry will show the ways the campaign/s was/were 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

Effectiveness

Brand Fame Award

This award celebrates campaigns that has utilised national reach to successfully build Brand Fame through a committed, effective and prolonged use of Out of Home.

Brands can enter multi-campaigns into this to show their long-term strategic use of OOH to build their brand, the key here is that they have an always on approach, even if it’s promoting different things.

Entries into this award must have an Out of Home media budget of over £1 million.

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


SME & Local Advertising Award

This award celebrates localised Out of Home campaigns with demonstrable positive results for SMEs.

The category is open to campaigns from Small and Medium-Sized Enterprises. These advertisers must have a turnover of less than £25m per annum and fewer than 250 employees.

The judges will be particularly interested in seeing:

  • Why and how the campaign used OOH
  • The positive results for the organisation by using OOH


New Approach Award

This award commends a small or large advertiser that has either; used OOH for the first time, returned to using Out of Home after at least one year away from the medium and have distinctly changed their approach to using Out of Home of the medium, 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

A Platform For Good

National Social Impact Award 

This award is open to both organisations and individuals working in or using Out of Home media who are delivering projects at scale that drive positive change for the environment and / or multiple communities in the UK at a national level.

Whether it’s working to improve urban spaces, diminishing your company’s impact on the environment, supporting minority groups or helping charitable causes, your projects and / or Out of Home campaign/s will 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 projects or campaign/s
  • Where Out of Home has been used as part of the campaign/s, what its role was, and how effective it’s been at delivering results


Community Social Impact Award

This award is open to both organisations and individuals working in or using Out of Home media who are delivering projects at scale that drive positive change for the environment and / or communities in the UK on a local level. This is specifically about standalone projects or campaigns that impacts one local community. 

Whether it’s working to improve urban spaces, diminishing your company’s impact on the environment, supporting minority groups or helping charitable causes, your project and / or OOH campaign will have made a measurable positive impact.

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

Talent

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


Outstanding Contribution to Outdoor Award

This award is open to people in leadership roles at specialists, media agencies and media owners within the outdoor media industry.

Written entries should provide evidence of the contribution to their business’s performance, leadership and growth, development of company culture, ability to drive transformation and contribution to the betterment of the Out of Home media channel.

The judges will be particularly interested in seeing:

  • Evidence of the individual’s strength of leadership helping drive their business and the Out of Home channel forward positively
  • Endorsements from a balanced mixture of up to four peers, clients and staff members that backs up the written entry

 

A shortlist will be reached in April. This shortlist will be put to the wider industry via an online vote.

The vote will not be binding, and results won’t be shared, but will be used to inform the final stage of judging.

The Grand Prix

This is the best of the best of our category winners, according to our judges, and the selected campaign will be awarded £100,000 worth of media space to use across Clear Channel UK screens.