Thoughts on CCO’s NYC MTA billboard contract win, thoughts on DEI in OOH, and a unique sustainability campaign. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending November 23, 2024.
This op-ed by Rob Macmillan explores whether or not this was a good deal for Clear Channel Outdoor. He analyzed OUTFRONT Media (the previous owner of billboard and transit MTA contracts) and Clear Channel for their market performance, and the NYC market in totality across billboards and transit to come up with an answer.
His in-depth analysis comes to the conclusion that the contract does not show prudent decision-making by Clear Channel management.
B.B.’s Take: Macmillan pretty much nails it. What does CCO know that OUT doesn’t? Simple answer is, nothing. The proof? Stand by for the results. Big bet by CCO.
2. Diversity fatigue – what’s next for DE&I?
In this interview with Caroline Forbes, Head of Sales, OOH Agencies at Clear Channel Outdoor, Forbes talks about the importance of representation, “Seeing yourself reflected in media, whether it’s in an ad or on a billboard, is validating and empowering. It shows that your identity, culture, and experiences matter.” But, she says that the commitment to diversity needs to go beyond the surface level and become integrated in to core business strategies, rather than as a side initiative.
B.B.’s Take: Superior observations by Caroline Forbes at Clear Channel. She hits the points of commitment to diversity but our observation is there is not near enough diversity in the OOH Industry, some would argue similarly not in any media formats, but that is not reason to excuse OOH’s lacking in real diversity in all levels of OOH particularly in the C Suite. That has been our position since we started OOH Today 7 years ago and is an area we will continue to rally for until real changes are made.
3. BETTER Takes Climate Action to New Heights with 50-Foot Satirical Billboard on Sunset Blvd
The creative mimics that of a typical personal injury lawyer advertisement. The call to action is a phone number: 1-877-365-1816, which connects audiences to a “climate hotline” filled with informative cheeky messages and ironic tips on climate action. Hand painted on a 60-foot wall on Sunset Blvd in LA, the campaign was painted November 4-November 8 and has no set end date.
B.B.’s Take: Nice campaign. Not enough resources to make a difference in what is already a tough area to make a difference. A sidewalk mural? Please … Go big or go home.