Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This Women’s History Month, we sat down with Brooklyn Outdoor‘s President and CEO Candice Simons, who discussed what excites her about OOH right now, her advice for women aiming to rise to leadership roles in the industry, and what the future holds for OOH.
Read Candice’s Q&A in The Drum.
What excites you about OOH right now?
What excites me about out-of-home (OOH) is seeing how brands are creatively integrating their campaigns with the surrounding landscape. Brands are leveraging OOH in fun and innovative ways that complement their environment to create memorable experiences that truly resonate with their audiences. This dynamic approach to OOH advertising enhances brand visibility. It adds a touch of excitement and creativity to the landscape – allowing the creative people in our industry to do what we do best!
What message do you have for brands that haven’t bought OOH before?
If you have never explored out-of-home advertising, now is the time to consider incorporating it into your marketing mix!
OOH advertising is a standout format, offering unique advantages over other media formats—it cannot be turned off or skipped, ensuring your message reaches audiences in a captivating way. This powerful form of advertising allows you to connect with the audiences you want to engage with, whether in high-traffic urban areas, near retail locations, or at busy transit hubs.
By investing in OOH advertising, you can effectively boost brand visibility, drive customer engagement, and make a lasting impact on your target audience. Don’t miss the opportunity to leverage this dynamic medium to enhance your marketing efforts and achieve your business goals.
What’s the next big thing for OOH?
Sustainability is emerging as the next big trend in OOH advertising, with brands increasingly focusing on eco-friendly campaigns. By incorporating environmentally conscious solar-powered digital displays and utilizing recycled materials, sustainability initiatives are reshaping the OOH landscape and resonating with environmentally conscious consumers.
Retail OOH advertising is also making a significant impact, leveraging the power of location-based targeting to engage with consumers in real time. By reaching audiences at key touch points near retail locations, brands can drive foot traffic, boost sales, and enhance the overall shopping experience, making retail OOH advertising a key player in the industry.
As a female CEO in out of home, what advice can you share with women aiming to rise the ranks in our industry?
My advice is to seek mentorship opportunities with leaders in the industry who can provide guidance and support along your journey. So many people will be willing to lean in and support you, as they have navigated this path before and can share insight from their experiences and challenges they have encountered along the way. You can’t get what you don’t ask for. So, go get it!
Connection is key! Connect with like-minded individuals who share or have had similar experiences, as well as those whose backgrounds and perspectives differ from yours. Building a diverse network of mentors and peers offers incredibly valuable insights, different perspectives, and a strong support system as you navigate your career path in this ever-evolving industry.
OAAA recently announced the launch of the inaugural Future Leaders program in partnership with OOH United, which you co-chair. How important is this initiative for our industry and what excites you most about the program?
The Future Leaders program is crucial for the growth and professional development of the next generation of OOH leaders. By investing in the potential of emerging talents, we foster a bright future for the industry. This allows us to create an inclusive community that thrives on innovation and creativity and enhances the diversity within our talent pipeline for years to come. Through mentorship, networking opportunities, and engagement with current leaders, our Future Leaders will be empowered to navigate challenges, embrace diversity, and drive positive change within the industry.
What excites me the most about the Future Leaders program is its impact on the future. By providing a platform for emerging leaders to develop essential skills, this program opens doors and pulls out chairs for our next generation of leaders. It will revolutionize professional development in OOH, reshaping our generational leaders for years to come.
Published: March 8, 2024