First comes out of home ... then comes social ... and then come mobile engagement and earned media. OOH is being acknowledged as the best primer for all things digital, mobile and social. This week, the OAAA released a series of new research reports that reinforce the effectiveness of OOH in the digital media ecosystem. This new data aligns with the trends we have seen on the streets, from an uptick in the use of OOH by the digital/tech sector, to the consistent earned digital media of any OOH campaign (measured by social listening, mobile activation or client reporting). Let’s take a look at the trends through three main categories of influence: mobile, search and social media.