Advertising Week highlights how OOH is 'EverywhereUR'

London recently saw a celebration of outdoor advertising on the London Underground, with '150 Brands', the follow-up to last year's Look For Longer campaign. And now, across the globe, New York is hosting the Advertising Week's 10th Anniversary edition, which has seen the Outdoor Advertising Association of America organise a countrywide network of 2,500 hashtagged billboards designed especially to highlight the fact that OOH is '#EverywhereUR'.

Running from the 23rd to 27th September, Advertising Week 2013 is striving to amplify awareness for the invaluable relationship between outdoor advertising and social media, with the #EverywhereUR campaign integrating Twitter and Facebook into its public platform by allowing New Yorkers to see their own photos displayed across the network.

President of the OAAA, Nancy Fletcher, said: "OOH is the perfect medium to allow advertisers to engage with the public because it is everywhere you are, reaching consumers where they spend more than 70 percent of their waking hours – outside of the home."

Digital signage company Aerva are behind the system, which filters the #EverywhereUR tag and displays selected user images, which can then be captured by cameras and sent back to the original Twitter account. Aerva's AerTweet technology allows Tweets to be moderated and displayed, accompanied by their Pic2Screen feature that opens the floodgates for user images to feature on a designated digital screen in Times Square.

Aerva CEO, Sanjay Manandhar, sees these interactive experiences as essential to give adverts meaning, saying that social media "allows us to broaden the scope of measurement, helping advertisers to more closely define their audiences and ad placement".