OOH Owner Today —ATA Outdoor Media
by Benny Taubman, OOH TODAY Reporter
ATA Outdoor Media was founded in 1992 and is a woman-owned OOH owner that has a specialty in transit advertising. The business is headquartered in Greenland, NH, and represents 15 markets in New England. ATA states that they cater to clients and work within their budgets to “make the advertising process seamless.” The company covers the entire OOH business process including inquiry, contract, design, printing, installation, and performance photos.
ATA has long-standing contractual relationships with various New England public transit agencies and the private billboard owners that it represents. ATA says that this means its clients receive some of the most competitive rates in the business and the accommodating benefit of first-hand knowledge of markets. Additionally, ATA emphasizes its extensive work within transit OOH and partnerships with public transit agencies help keep invaluable public transportation systems alive. As stated on ATA’s website:
“When choosing transit and bus shelter advertising, the lion’s share of every dollar spent on your advertising campaign goes right back into the community to help offset costs for keeping public transportation viable.”
ATA is part of the OAAA and uses Geopath to collect data on its campaigns.
Q: How is New England different than other OOH markets?
A: “We created a network of all the Northern New England small and medium sized transit agencies, to make the process of transit advertising easier and the offerings more consistent. By creating this network, companies, and media buyers can now make one call to buy a single market, a region, or whole states at a time. Transit advertising is thriving and is the go-to choice for out-of-home advertising spending in Maine and Vermont as both states do not allow billboard advertising. We live in a beautiful part of the country that attracts visitors year-round.”
Q: What is ATA’s key to success in the OOH business?
A: “Having a well-organized, talented team that are experts in the OOH industry sets us up for success. We learn and grow every day! We have refined the processes and procedures over the years to grow with our business. We are always looking to improve on technologies. Using the right inventory management software helps us stay organized and have a clear picture of our markets. Our installers are some of the best in the country. We can handle high-volume market buys.”
Q: What are some ways in which ATA has grown over the past 30 years?
A: “As mentioned previously, we bring all the transit systems together under one roof, for one-stop shopping. It is a time saver for business owners and media buyers. We acquired an in-house printing company to keep our turnarounds tight. We now own and operate one of the very few highway digital billboards allowed in the state of New Hampshire. It is located in Belmont, NH, which is in the heart of the lakes region, a year-round tourist area.”
Q: What are some future goals for the business?
A: “To continue to innovate as the OOH market expands. With consumer confidence back in full force, we are excited to see what the future will bring for OOH. We would like to manage additional privately owned billboards in New Hampshire and possibly into Massachusetts. Continue to innovate street-level advertising, adding digital kiosks and bus shelters where viable.”
Q: Share a fun fact about your company!
A: “Our president also owns a coffee roastery, so we all get to drink amazing coffee!”
North New England
Greenland, New Hampshire