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 YESCO’s VP of Marketing and Sales, Gina Stratford. Gina shares what excites her about OOH, what she thinks the next big thing for our industry is, and key challenges independent companies face and how they can stay competitive.
Read Gina’s Q&A in The Drum.
What excites you about OOH right now?
OOH is experiencing an incredible evolution. Digital transformation, data-driven targeting, and programmatic buying have elevated our industry, making OOH more measurable and dynamic than ever before. The ability to integrate OOH seamlessly with online and mobile campaigns is a game-changer, and brands are recognizing its power in driving both awareness and action.
The flexibility of digital OOH is also more powerful than ever, especially with programmatic and automated buying allowing for real-time campaign execution. The ability to tailor messaging based on community trends, breaking news, social media conversations, or even live weather conditions makes OOH incredibly relevant and dynamic.
In my 24 years in this industry, I’ve never seen change happen as rapidly as it has over the last four years. Not even the challenges of COVID slowed the momentum of OOH. This is the world’s oldest advertising medium, and yet it continues to evolve, proving its impact time and time again. That’s what keeps me excited to be a part of it.
What message do you have for brands that haven’t bought OOH before?
Today’s OOH isn’t just about reaching the masses—it’s about reaching the right audience. Advanced measurement tools now provide insights into who is passing by, not just how many, allowing for precise targeting that rivals digital advertising but on a much larger scale.
And contrary to outdated beliefs, OOH is so much more than just a branding tool—it’s a powerhouse for driving action. Whether you’re launching a new product, hiring new employees, selling event tickets, or running a PR campaign, OOH puts your message in front of thousands of people every day, IN THE REAL WORLD, and in a way no other medium can.
If you’re new to OOH, think of it as a fresh, impactful way to amplify your marketing efforts. But don’t just play it safe—be bold, be creative, and above all, have fun with it. The best OOH campaigns are the ones that grab attention and spark conversations!
What’s the next big thing for OOH?
The future of OOH is being shaped by rapid advancements across multiple fronts. The evolution of the programmatic marketplace is making it easier than ever for brands to buy and optimize OOH in real time, while partnerships in audience measurement are providing deeper insights into who is seeing the ads—not just how many. This along with AI-driven creative optimization are all driving smarter, more effective campaigns.
Software management platforms are becoming more sophisticated, streamlining operations for media owners and advertisers alike. Meanwhile, digital technologies are advancing to be more efficient, sustainable, and community-friendly, ensuring OOH remains both impactful and responsible. And with other advancements in sustainability—such as solar-powered billboards and eco-friendly materials—we’re seeing a shift toward more responsible advertising.
The next big thing isn’t just one innovation; it’s the collective impact of all these advancements that will redefine how brands connect with audiences.
You are a featured speaker at the upcoming Independents Summit at the 2025 OOH Media Conference. What are some of the key challenges independent OOH companies face today, and how can this summit help them stay competitive and drive growth?
Independent OOH companies face increasing competition from larger media companies, rising land costs, and the need to adopt new technologies. To stay competitive, they need to focus on three key areas that we are hoping to provide great insights into at the conference:
1. Leverage Data & Technology – Invest in audience measurement tools, programmatic capabilities, and digital displays where possible. This will help make your inventory more attractive to advertisers looking for targeted, measurable campaigns.
2. Build Strong Relationships – Local and regional advertisers are a huge opportunity. Focus on educating businesses about the power of OOH and how it can integrate with their broader marketing efforts.
3. Differentiate Through Creativity & Service – Provide exceptional customer service, offer flexible packages, and help clients craft compelling creative that stands out. A personal touch and innovative solutions can set independents apart from larger players.
By staying agile and embracing both innovation and relationships, independent OOH companies can thrive in today’s fast-changing OOH landscape.
Published: April 8, 2025