In this month’s Across The Desk feature in The Drum, we’re spotlighting Mile High Outdoor’s President, Steve Richards. He shares what excites him about OOH right now, his message for brands that haven’t bought OOH before, and what’s next for the OOH.
Read Steve’s article in The Drum.
What excites you about OOH right now?
What excites me every day is that there is still so much potential for growth and market share for OOH. Also, I am excited and optimistic about the enthusiasm from the next generation of OOH professionals. They’re going to take OOH into the next level of success!
What message do you have for brands that haven’t bought OOH before?
Great creative is critical for all advertisers but especially big brands. Take the time to get it right!
What’s the next big thing for OOH?
I believe the next big thing for OOH is more NEW brands and advertisers investing and committing to our medium. We are still just scratching the surface and we all need to continue to focus on this type of growth.
Why is OOH advertising so important for brands to effectively engage in local communities, and what measurable impact have you seen from these campaigns in terms of results?
Brands need to engage local communities by creating connection and committing to the OOH medium long term. When a brand utilizes our medium within communities, the real estate/messaging combination really ties together that local connection and the opportunity for relevant creative is limitless.
The long-term commitment to OOH solidifies the connection and engagement and allows the medium to really work. The brands and advertisers that “go all in” and commit to OOH as part of their marketing mix almost always renew. There’s not a better measured gauge of success than that!
Published: September 12, 2025