Throughout the rest of Women’s History Month, we at OOH Today will be exploring how each of the selections on our list of the Top 24 Women Who Drive Growth In Out-of-Home have made their mark on the industry. While OOH has long been seen as a male-dominated sphere, every one of these women is a symbol of how our industry can and must change—and each of them has an important story to tell.
Today, the woman in our Spotlight is Vanessa Hartley, National Sales Director at Orange Barrel Media.
1) What advice would you give to other women moving up in OOH?
VH: Be your genuine self. Trust your voice. Love what you do. Take pride in your work and success will follow.
2) How can the industry take a bigger of total ad spend?
VH: We are already starting to see that shift with the massive growth of DOOH. With the expansive universe of digital/video OOH ad networks and overlaying the power of data for real-time impressions, R/F, and attribution, we have the ingredients to scale pDOOH. We are now more than ever seeing spend in OOH come from omnichannel sources. Additionally, with the rise of video OOH networks and the erosion of TV/Cable audiences, there is a significant opportunity for VOOH to become part of client’s upfront investments.
3) What’s the most interesting part of your job?
VH: The most interesting part is working with a blank canvas (static or digital) that I get to build a story around using the science of data and the art or visual appeal of how a location integrates into the community. The most fun part is working with clients and sharing my passion for the business by helping them tell their brand stories through OOH.
4) What’s your golden rule for the workplace?
VH: I have a few, but my north star is be proactive vs reactive and also be a good listener. My golden rule in life is make meaningful connections and harness the power of your network to help you achieve your goals.
5) When did you first know that this was the industry for you?
VH: This is a tough one… I started my OOH career in 2003 at OSI Chicago. I loved the people and the clients, but it was not until I moved over to OMG in 2005 that I truly felt my passion for OOH ignite. I had the privilege to work for and be mentored by Dave Yacullo and Monica Denney, two of the most influential people in OOH. I learned to push the envelope and create first to market opportunities like executing a “Minority Report” experience for Intel’s Smart TV launch incorporating geofencing for one of the first times in OOH.
To see more from Vanessa Hartley and other Outstanding Women in OOH, read our story on The Top 24 Women Who Drive Growth in Out-of-Home