by Brent Baer, Publisher, OOH Today
This week’s ‘Word on the Street’ is “Einstein” (And yes, that’s sarcasm.)
Here’s what’s landed on my desk over the last few weeks—equal parts intel, industry theater, and “who approved this?”
As always: cryptic on purpose. These are my opinions plus the more believable street rumors floating around the OOH world. Please don’t do anything dramatic after reading—save that energy for your next RFP. You’ll have your own take, and I’m all ears for comments on any of it.
1.“You can’t be serious!”
Some self‑certified “Einstein” slid into my inbox ahead of the OAAA Dallas Conference with a note they clearly thought was… compelling.
You know the type—the ones who couldn’t sell their way out of a paper bag (yes, grocery sack) so they redefine “sales” as “trash the other guy.” Negative selling. OOH Today has seen plenty of it (and no, I’m not starting a newsletter cage match today). I’m writing because I got an email from a company schlepping promotional products—specifically, drinking water in bright printed cartons, “with your message” on it.
The pitch: they’ll print and distribute cartons of water at the OAAA Conference in Dallas next week. Fine. Honestly? I even considered it for OOH Today.
Then came the deal‑breaker. The water‑carton outfit—called AdReach—helpfully included a link to a video. In it, they spend a few seconds “selling” by taking shots at OOH as a lousy choice for promoting a product.
Yes, Virginia, you heard me correctly. The Einstein crew at AdReach—and, while we’re here, the OAAA folks who sold our email addresses to these guys—managed to promote themselves on the back of negative OOH remarks. Everyone involved skipped the easy part: thinking. The video pitch includes clear digs at OOH buses and billboards—billboards behind trees (“invisible”) and “missable” bus advertising.
Here’s the link to the full video from AdReach—an OAAA advertising “partner.” Some partner.
Advertising Partners | AdReach™ Carton Advertising
Just the kind of message everyone attending an OOH Conference is dying to see. And sure—what the hell—put me down for 10,000 cartons while we’re at it. Also, let’s not leave DoMedia out of the firing line for supporting the message, too.
My wish: anyone who reads this strolls up to booth #22 and casually delivers, “Bill says—in the words of John McEnroe—‘You can’t be serious!’”
Have fun at the Conference. I’ll be there—do say hello (especially if you’ve got fresh gossip and decent beverage—in glass please).
Bill says, in the words of John McEnroe: “You can’t be serious!”
- EMC to Wilkins
This better not be news to any of you sales folks—it’s been floating around for at least two weeks. We’ve been patiently (and by “patiently,” I mean repeatedly) waiting for a press release or a call back from our contacts at either organization. In the meantime, multiple OOH salespeople have told me Wilkins Media purchased EMC. No details on the acquisition—assuming that’s what it was. Could be a fit. Wilkins keeps growing. Congrats to both parties.
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