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 month, we sat down with Verde Outdoor‘s President and CEO Dave Wood, who discussed what excites him about OOH right now, his message for brands that haven’t bought OOH before, and what’s next for the industry.
Read Dave’s Q&A in The Drum.
What excites you about OOH right now?
Everything! From traditional OOH, digital and creative to new investments into OOH, experienced people that have great historical knowledge, and new people that bring re-energized enthusiasm with fresh ideas. There’s a lot of momentum from advertisers that are leaning into the medium, cities, and counties that are more open to partnering with OOH companies than ever before.
Brands are focused on storytelling so we’re seeing a fusion of creative and technology that resonates for brands – both large and small. And now, the ability to deliver targeted, real-time contact to audiences is an ever-growing game changer that will continue to shape OOH in a positive way, making it more relevant.
Billboards are always sparking curiosity, not just the ads on the boards, but the medium itself drives everyday consumers to learn more. Anytime I meet someone new, they’ll ask, “What type of business are you in?”, and I answer, “Out of home” or “Billboards.” More often than not, their next question is along the lines of “How big is your billboard?” or “Is the billboard on the corner of X yours?” or “How much does a billboard cost?” or “How do you put them up?” I would guess that many others in our space have experienced this as well. There are millions of people, countless businesses, and brands that have seen our space yet still want to better understand. Our space is the “people’s space” (thanks Rick Robinson!), and it’s so powerful. The future has never been brighter!
What message do you have for brands that haven’t bought OOH before?
It’s high time to step into OOH. Billboards are an opportunity to capture attention in the physical space, so don’t just see it as another advertising avenue; view it as a chance to tell your brand story in a way that resonates with people on a personal level. Embrace the creativity that OOH allows, and you’ll see the value it adds as part of your marketing mix.
What’s the next big thing for OOH?
Brands and consumers wanting to understand the medium and its relevancy are going to continue to grow. We’re on the cusp of a new era where OOH becomes even more integrated, interactive, and intelligent. We’re going to see billboards continue to play a big part in the online consumer buying journey, which will help elevate brands in both the physical and digital realms. Incorporating a mixed media strategy is crucial, it’s not always one ad medium over the other, but instead a strategic use of many to amplify a campaign.
The next big thing for OOH is its ability to not just communicate a message but to forge genuine connections in an increasingly digital-centric world. The industry is progressing to ensure our measurement data is not only credible but also trusted by brands, businesses, and everyday consumers.