FBI and OAAA extend digital billboard initiative

The Out of Home Advertising Association of America (OAAA) has extended its partnership with the Federal Bureau of Investigation (FBI), continuing a nationwide initiative that uses out of home media to support public safety and law enforcement efforts across the United States.

First launched in 2007 as a pilot project in Philadelphia, the FBI’s Digital Billboard Initiative has grown into a network of more than 10,000 digital screens nationwide. Through OAAA member companies, media owners donate billboard space to display fugitives, missing persons alerts, and urgent public safety messages in targeted communities.

Digital billboards support investigations

Anna Bager, President and CEO, OAAA: “Out of home is uniquely positioned to connect people with information that matters in the moments and places where it can have the greatest impact. This partnership reflects the strength of our medium at its best, leveraging presence, scale, and immediacy to support public safety. By mobilizing a nationwide network of screens, our industry is helping law enforcement generate leads, accelerate investigations, and ultimately bring cases to resolution.”

According to OAAA, the initiative has contributed to resolving more than 58 cases and generated over 28,000 tips over nearly two decades. In some cases, individuals surrendered after seeing their images displayed on billboards, while in others, billboard exposure led to arrests and developments in active investigations.

Cases linked to billboard exposure

Several investigations have highlighted the role of digital billboards in generating public leads. In Fruita, Colorado, in 2019, Jason Lee Robinson, known as the “Traveling Bandit,” was identified and arrested after a tipster recognized his image from a billboard campaign.

In Tampa, Florida, in 2017, Demeko Wells surrendered one day after his image appeared on digital billboards. Authorities later stated that the exposure influenced his decision. He faced charges including identity theft, access device fraud, and conspiracy.

Following the 2017 Route 91 Harvest Festival shooting in Las Vegas, Nevada, digital billboards across the region generated more than 4,000 public tips connected to the investigation.

FBI highlights value of partnership

Ben Williamson, Assistant Director, FBI’s Office of Public Affairs: “The digital billboard initiative puts critical public safety information in the right place at the right time. Over the years, tips received because of billboards have helped the FBI capture violent criminals, solve complex crimes, and educate the public about threats to the community. It has been one of the FBI’s most successful private partnerships. We are grateful to the media owners who donate valuable digital space to help us keep Americans safe.”

OAAA said digital out of home advertising provides law enforcement agencies with the ability to distribute messages quickly, update them in real time, and target specific geographic locations. The organisation added that the format helps expand the reach of investigations by turning audiences into potential witnesses.

Research cited by OAAA found that 76 percent of adults aged 18 to 64 reported taking action after seeing a digital out of home campaign, while 46 percent said the format encourages engagement.

Expansion plans under renewed agreement

As part of the renewed agreement, OAAA and its member companies will continue collaborating with the FBI and field offices across the country to expand participation in the initiative and support additional public safety campaigns.

www.oaaa.org

www.fbi.gov

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