• by Joe Mandese  @mp_joemandese, February 7, 2024

Fourteen years after it focused itself around fixed, place-based media, the DPAA (Digital Place-Based Advertising Association) is returning to its out-of-home roots, albeit moving ones. The association this morning is officially unveiling a new association within its association focused explicitly on the rapidly growing “moving OOH advertising” segment.

Plans for the new entity, dubbed the Moving Out-of-Home Association, or MOOHA, originally were announced during DPAA President and CEO Barry Frey’s speech at its global summit in October 2023.

“Technology, measurement and attribution for ads on moving vehicles has increased to the point where advertisers are taking notice and investing significantly,” Frey said in a statement provided to MediaPost.

MOOHA, whose founding members and initial board are comprised of preexisting DPAA members – Adgile Media Group, LED Truck Media and Wrapify – also lists AllOver Media, Can’t Miss Us, Carvertise, Firefly, Geopath, Mobilytics, Movia, Nickelytics, Reveal Mobile, Street Metrics, and Vugo as “lead members.”

Described as part of a “DPAA Collective” that ultimately will expand to include other associations within the DPAA, MOOHA will hold its first in-person event March 13 in New York City when DPAA members will also be attending a separate DPAA “town hall.”

The DPAA’s embrace of new forms of digital out-of-home media – in MOOHA’s case, mobile ones – is part of the association’s expansionary vision for the trade association outlined by Frey during a conversation with MediaPost in October 2023.

The move explicitly into non-placed-based digital advertising media also is noteworthy, because the DPAA originally began life as the Out-of-home Video Advertising Bureau (OVAB) in January 2007, but it subsequently repositioned itself with a place-based video advertising focus when it rebranded itself three years later as the DPAA in March 2010.