OOH Expansion & Innovation: The Oryx, Lindmark’s Growth, and KAP’s Wraps
Weekend Update
The OOH industry is evolving fast, from BackLite Media’s stunning Oryx in Dubai to Lindmark’s New Mexico expansion and KAP Media’s massive SXSW building wraps. Discover how these major players are redefining outdoor advertising with strategic acquisitions, digital innovation, and high-impact visuals. Here’s a weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending March 15, 2025.
1. The Oryx —Redefining the Outdoor Advertising Landscape
B.B.’s Take: WE don’t see many structures in the US that are anything other than a monopole. Good, bad, or indifferent, that is how it is. The structure certainly doesn’t make the message more effective, or does it? If building a structure to the degree this is constructed or as others across the World have been built and are being built in LA’s Sunset area to gain accommodation from the permitting municipalities, then absolutely make it. If it is not a condition of permit, then save the dough.
2. Lindmark Acquires Sun Vista Outdoor Advertising in New Mexico
Lindmark has made a significant move in the OOH industry by acquiring Sun Vista Outdoor Advertising (SVO), the fifth-largest out-of-home (OOH) company in New Mexico. This strategic acquisition has expanded Lindmark’s presence in the state, adding 159 displays along Interstates 25 and 40. With this, Lindmark’s total displays in New Mexico now stand at approximately 1,700, making it the largest operator in the state.
SVO owners David and Linda Raybould have expressed their satisfaction with the transaction, noting their enjoyment in the industry and their anticipation of a well-deserved retirement. Lindmark founder Trent Lindmark highlighted that the deal aligns with the company’s growth plans, enhancing coverage on key interstates and reinforcing its leadership in New Mexico’s OOH market.
B.B.’s Take: Lindmark continues their quest for expansion, becoming the largest OOH operator in New Mexico. Congrats to our advertiser Lindmark Companies.
3. Who’s The Company Behind SXSW’s Massive Building Wraps
KAP Media, a New York-based Out-of-Home (OOH) company, is responsible for the massive building wraps at South by Southwest (SXSW) in Austin. Entering its third year at the festival, KAP Media has expanded its presence significantly.
In 2023, KAP Media launched three major campaigns for Amazon Prime, Showtime, and Doritos at SXSW, which garnered significant attention and praise. By 2024, their installations grew from six, covering up to 12,000 square feet, to eleven this year, with the largest spanning an impressive 24,000 square feet. Now an official SXSW partner, KAP Media collaborates closely with the festival and top hotels to transform Austin’s visual landscape, setting a new standard for OOH advertising at major events.
B.B.’s Take: I met KAP Media’s CEO over 20 years ago, and she delivered an experiential campaign for my client, Fifth Third Bank. Lori Brabant, Founder and CEO at KAP, has the experience and chops to build advertisers’ imaginations. She is a dynamic woman with a strong understanding of OOH. San Diego’s Comic-Con and this SXSW festival are dynamic examples of KAP’s OOH understanding. Brabant should be at the top of your list for subsequent off-the-charts large-scale OOH execution.
- Advertisement -
