OOH Agency Today – ODN
It’s out-of-home simplified
OOH Agency Today – ODN
Simplifying OOH buying and maximizing brand exposure
by Will Farmer
Media and Communications Manager
ODN’s purpose is to simplify your out-of-home (OOH) buying experience and boost your results while lowering costs. That goes beyond buying traditional OOH placements. Now, they also bring brands to life through creative, shareable experiences that captivate and move consumers to action. Additionally, they take care of Point of Purchase (POP) on-demand printing, too. All in one place. It’s out-of-home simplified.
ODN combines the deepest local expertise with the largest national reach. This provides clients with strong performing placements at lower costs. They only purchase at the local level, creating more transparency and eliminating the added cost of working with a national buyer.
How? They have more reach in North America than any competitor and relationships with more than 400 different OOH vendors and multiple clients in multiple markets. This means they have stronger negotiating power to get you the right placements at the right cost. Their senior buying team, backed by a combined 75 years of buying experience, is committed to doing just that.
We got the chance to ask ODN’s Vice President Ali Broback a couple of questions.
Here are her insights into Out of Home agency life at ODN:
Will Farmer: How long have you been in business?
Ali Broback: Doug Conner founded Outdoor Nation in 2000. In late 2019, we rebranded to ODN.
AB: 29 employees and growing
AB: Full Buying team, Production team, Experiential Team, POP team, Art Dept, DOT Logo team, Truckside Printing Team, In-House IT Development Team
AB: It’s all about our Hyper Local Relationships. We never work with National reps and cherish our relationships (most of the time it’s a friendship) with our local reps in every single market, with every single vendor. We’ve also developed a media delivery software system that consolidates all vendors and tracks the entire process from RFP to contracting to production to fulfillment. Our clients love our efficiencies across the entire buying process.
WF: Regional Offices?
AB: Our HQ is in Chattanooga, TN. We have satellite offices in Denver, Chicago, St. Louis, Minneapolis, and Atlanta.
WF: What would you like the OOH Industry to know about your shop?
AB: We are a family of 29 OOH geeks that are crazy passionate about what we do. We’ve built a team of people that have a diverse set of skills that bring a ton of industry knowledge to the table. We aren’t churn and burn and we don’t shy away from small projects. We’re in it to help our clients achieve their goals and will always go the extra mile to do that. Feeling unsure that a transit station makes sense for our client? We’ll fly there and see it in person. Our buying visits the top 300 DMAS multiple times a year.
WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?
AB: 60% client direct, 40% agency.
WF: Any comments or suggestions for OOH reps in approaching or working with your company?
AB: We appreciate you…. ALL OF YOU! We always do our best to take meetings with vendors – it’s so important to stay informed and up to speed on inventory changes and new additions. We look forward to hearing more from you!
WF: How do you obtain new business?
AB: So far – it’s really been through our existing connections and referrals in addition to adding great new team members that also bring fantastic strong new client relationships to the ODN family. Our door is always wide open to bringing additional business development studs on board! New business contact is Ali Broback firstname.lastname@example.org 612.310.2634
WF: Discuss some OOH campaigns by Outdoor Nation. Any memorable or particularly interesting campaigns you could share?
AB: We are super proud of our work. From memorable OBIE winners (Jackson Hole Shelter build out 2020) to all of the ‘STEAMING’ work we’ve done on both billboards and street furniture! But I’d say the most memorable would be ODN launching cafe based delivery for Panera in 124 DMA’s all at the same time using posters, digitals, station dominations…in fact, using virtually every form of OOH in the industry.
Marketing and Advertising
Signal Mountain, TN
OOH Media Buying, Large-format printing