Missed this week’s biggest OOH stories? Here’s what you need to know: ADSQUIRE set a world record with the most law firms on a single billboard. Wildstone secured a $155M deal to expand its digital footprint in London, while Intersection took over Citi Bike ad sales to dominate NYC’s streets. The OAAA brought in a new COO, and JCDecaux UK opened entries for the Programmatic DOOH Live Awards. Here’s a weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending February 22, 2025.
1. The World Record for Most Law Firms on a Single Billboard
B.B.’s Take: This is a World Record for the worst billboard creative. The small amount of press and social media this ‘stunt’ generated is not worth it. They would have better spent the dollars elsewhere. Better yet, come up with a more effective creative plan. There is no way social media did well with this. As a rule, the better the creative on a billboard, the better it does on social media. This billboard Creative plan was a complete ‘miss.’
2. OAAA Appoints Patrick Dolan as Chief Operating Officer
Dolan’s recent experience includes co-founding FxM, where he led fintech solutions to streamline media operations and reduce advertising financing costs. His extensive background also encompasses leadership roles at Google, focusing on international finance and data infrastructure for DoubleClick and managing operations across 13 Ibero-American countries for The Locomotion Channel.
In his new role, Dolan will oversee OAAA’s operations and finances, aiming to drive operational excellence, optimize processes, and foster innovation within the organization.
B.B.’s Take: We have set up a meeting with Patrick Dolan to discuss his new position and his role in the OAAA as its first COO. We have met Patrick at previous events. He is a very nice guy, and I was told he had a big hand in planning many of the recent OAAA events. Please congratulate Patrick Dolan and welcome him to the OOH family!
3. Wildstone Secures $155 Million Deal
Wildstone, a leading global billboard company, has secured an £80 million (~A$155 million) 99-year lease agreement with Transport for London (TfL) to acquire 13 prominent digital advertising installations across London.
These high-traffic sites, including the Euston Road underpass, Old Street roundabout, Chiswick Towers on the M4, and Wandsworth roundabout, collectively attract over one million vehicles daily, offering prime exposure for advertisers. This strategic acquisition enhances Wildstone’s portfolio, encompassing more than 5,000 digital and traditional billboard assets across the UK and Europe.
Wildstone plans to collaborate with architects to upgrade these iconic sites, further enhancing their appeal to road users and advertisers. Media sales for the acquired billboards will continue to be managed by existing partners, including Clear Channel, Global, JCDecaux, and Ocean Outdoor.
B.B.’s Take: It is interesting how the OOH industry is organized in the UK. There are many similar structured ‘partnerships’ in the UK where a group like Wildstone owns the rights to or the signs outright and partners with the OOH companies in the UK or, as we would say in the US, sub-contracts the sales and operations business out to the likes of CCO, Global, Decaux, and Ocean.
4. The Programmatic DOOH Live Awards —Open for Entries
JCDecaux UK has announced the opening of entries for The Programmatic DOOH Live Awards 2025, aiming to recognize innovative, creative, and effective digital out-of-home (DOOH) campaigns across the UK.
These free-to-enter awards celebrate the integration of dynamic, data-driven advertising into omnichannel marketing strategies. Entrants are required to submit a short ‘audition tape’ and a streamlined entry form.
Key dates include an entry deadline of March 13, 2025, shortlist announcement on April 10, 2025, and a live judging event on May 1, 2025, where in addition to an expert panel, attendees will also have the opportunity to vote.
B.B.’s Take: I think we should watch for Viooh to score most of the awards; after all, JCDecaux SE reportedly owns over 93% of Viooh and is listed as the ‘ultimate parent company’ by several publications, including Pomanda.
5. Partnership Solidifies Intersection as The Leading Media Solution for NYC
Intersection has partnered with Lyft to manage advertising sales at over 1,800 Citi Bike station locations across New York City. This addition enhances Intersection’s existing portfolio, which includes assets like LinkNYC, Taxi Tops, light pole banners, and prominent venues such as Penn Station and Hudson Yards.
Collectively, Intersection’s network now reaches 92% of New Yorkers nearly 30 times daily, offering advertisers extensive coverage and targeted opportunities throughout the city.
Beyond New York, Intersection’s media network spans major U.S. markets, including Chicago, Los Angeles, Philadelphia, Atlanta, Boston, and San Francisco, encompassing over 600,000 digital and static assets nationwide and reaching more than 60 million people.
B.B.’s Take: I am not a fan of the bikes or the ‘bike stations.’ Another secondary OOH format is not what Intersection needs in its portfolio. And if ‘rent’ goes to the city of NYC, how does NYC take on more Intersection assets as a lessor?