OOH Today Weekend Update
The news cycle is still ramping up after our long holiday hiatus. We hope to provide you all with valuable news and information this year – to tell it like it is, and to have you tell us your thoughts. Tell us if we’re wrong. Ask us questions. We want to hear from you! (Evidenced by this week’s top stories).
1. Rewriting the rules of OOH Adquick GPT
AdQuick has released a GPT-like resource geared towards the OOH industry to provide advertising knowledge. Touting AdQuick GPT as the future of OOH advertising, we have yet to see it and look forward to a demo so we might report back to our OOH readers on our observations. What are your thoughts?
BB’s Take: This is not a surprising next ‘innovation’ for the OOH Industry. Is it for real? Does it work? As we said in the publisher’s note, we hope to have a demo shortly and we’ll report back. Let’s be realistic, from one of the many programmatic players is yet another promise —”This is where advertisers get more results with less sweat.” —To date have any of the programmatic companies delivered? If success is defined by substantive sales, then the answer is a resounding ‘NO’. It’s been over 7 years. Where’s the beef? BUCKS? The ever-endearing quest for the holy grail. The easy button for OOH.
2. The Unfiltered Thoughts of Local Media Buyers
The UNC Hussman School of Journalism and Media just released a report that is chock-full of valuable content entitled, “Buyers Unfiltered, Where 2024 local advertising dollars are flowing in North Carolina.” Ad buyers share how they plan to allocate their budgets, and what salespeople can do to help close the deal.
BB’s Take: Great points by our esteemed former Geopath President. At the end of the day, I see Frank’s unsaid summary as this; While data is important, the OOH Industry lacks a strong value proposition. Sales management and sales teams need to step up their game.
Kym Frank
3. Assembly Launches DOOH Retail Media Planning Tool, Shop Connect
ShopConnect provides media buyers with direct access to strategic retail media – enabling them to identify, evaluate, activate, and report on DOOH inventory within specific retailer and venue types and drive lifts in consideration, brick-and-mortar visits, and sales.
BB’s Take: I think the number of readers of this article (134 – yes Virginia that is critically low) best reflects any statement I could make about the subject matter or its players. Does anybody really care about Retail DOOH Networks?
4. Introducing OOH Today Legal Q and A
Andy McDonald of McDonald Law, PLLC is now available to answer all of your legal questions in the OOH industry. Send him an email to get your legal questions answered at andy@mcdonaldlawpllc.com.
BB’s Take: With the high cost of legal advice, taking advantage of experienced legal counsel with Q&A via OOH Today could save you a lot of dollars. Watch for McDonald’s legal column every Wednesday.
5. Understanding Human Resources in the Billboard Industry
A new column where Janea S. McDonald, Edge Consulting, shares her human resource knowledge and OOH industry experience. Why is Human Resources important for the billboard industry? What unique challenges exist in Billboard HR?
BB’s Take: I did not ask Janea about this before I typed it, but here goes. I see HR almost like some people see police officers. No one wants one until they need them. That knee jerk planning philosophy may translate as too little, too late. Like the legal resources, Janea’s husband Andy is offering in his column, Janea is doing the same for Human Resources. Take advantage of the Q & A opportunities. You may not fear going to jail for your HR screw-ups but it sure could cost you a lot of dollars not to mention your job. Look for Janea’s column every Thursday.