One

it's always been our moment.

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Apr 29, 2024

OOH …Here’s One Thing

ONE

by Jim Johnsen,
Managing Director, Johnsen, Fretty & Company

32 years and counting. (I missed one due to some overseas travel). That’s the number of OAAA conferences I have attended. So I am going to take a little exception to the theme of this one. “Our Moment”. It’s always been our moment. It was our moment when tobacco was buying. It was our moment when tobacco decided to drop us off at the Greyhound station. It was our moment when Vern Clark pushed ISTEA through (apologies Nancy, had to give Vern an honorable mention). It was also our moment when Mr. Kluge rolled the first piece of computer-printed vinyl off the drum. How about when radio, who had snubbed their noses at us for decades decided they wanted in? but then radio imploded and we got a divorce? Our moment. In 1999 when Yahoo decided it really needed that bulletin on the 101 between San Fran and San Jose? First time I recall an advertiser paying over $100k per month (ya we still sold by the month back then believe it or not). Not our moment? Outdoor Systems became Infinity which became Viacom which then became CBS…in a moment.

How about the first time you could purchase a 14×48 digital for less than $300k? A good moment. Paper and potato paste are going the way of the buggy whip.

A perfect moment. After 100 years (+/-) The Traffic Audit Bureau rebranded as Geopath. I won’t say it. Tech firms like Apple deciding outdoor should be the majority of their budget. Our moment for a decade.

A young man by the name of Michael Provenzano deciding, against all odds, that he can bring programmatic to the outdoor world. Another our moment.

Municipalities across the country decided billboards are not litter on a stick but rather a communication tool and a revenue generator. Hopefully more than a moment.

Lamar going from under a $50MM regional outdoor advertising company to a $2 Billion behemoth in under 30 years…okay that’s more than a moment.

Have I put you to sleep yet? How the hell can you sleep at a time like this? For me this is like when you are staying at the Rustler up at Alta, you wake up to pee at 4 am and you realize it just snowed 24 inches and all the roads up are closed. Freshies till your legs fall off. Or you’re riding on that private jet to the first day of the Masters. Or whatever your jam is.

Long short, the OAAA/Geopath is ALWAYS ALWAYS electric. It’s like the best day of college you can remember. It starts with your favorite class, followed by a long coffee and a healthy debate at the student union with your best friends, maybe a little exercise squeezed in and then ends with a…well, I leave that part but my guess is you know what I mean.

I for one can’t wait.

If you are not feeling it yet…listen to (and watch!) this…with the volume up.

https://youtu.be/ftjEcrrf7r0?si=dHTBKqggE8p7awWc

“One love, one blood
One life, you have to do what you should
One life with each other
Sisters, brothers
One life, but we’re not the same
We get to carry each other, carry each other”