Strategic Shifts in OOH: New Partnerships, Acquisitions, and OAAA Growth Plans

Catch up with the latest developments in the OOH advertising industry through this insightful roundup from Movia Media. From conference tips to new acquisitions and partnerships, here’s a summary of the most notable industry news. B.B. offers his expert take on these shifts, keeping you informed on key trends and important updates.

1. 7 Things NOT To Do At This Year’s Conference

B.B.’s Take: The ‘7’ shared by Jim Johnsen are the ‘Practical Persons Guide to Better OOH Conference Attendance, too long of a title for the story but that is the gist and if you want to maximize your days at the Conference follow Jim’s recommendations.

2. YESCO Outdoor Acquires 250 Billboard Faces

​YESCO Outdoor Media has expanded its presence in the out-of-home advertising industry by acquiring 250 billboard faces across Montana, Wyoming, and Nevada. The acquisition includes 111 static billboard structures and 19 transit locations, totaling 343 faces. The billboards are strategically positioned along U.S. Highway 93 in Montana, covering key areas such as Eureka, Whitefish, Kalispell, Polson, Arlee, Missoula, and Florence.

The transit advertising inventory comprises both static and digital formats. Following this acquisition, YESCO now operates 1,392 billboard structures, including 2,507 permanent faces and an additional 93 digital faces, across eight states

B.B.’s Take: Yesco Outdoor graws their business acquiring a company within their ‘footprint’. Read the story for the skinny and send regards to Gina Lin Stratford, VP Sales at at Yesco. 

3. Palatnek Joins Vinyl Works as Partner

Michael Palatnek has joined Vinyl Works as a partner, bringing decades of experience in out-of-home (OOH) media, experiential activations, and production. Previously, Palatnek has successfully built and exited two companies in the OOH and experiential space and served as CEO of a major global holding company, leading significant expansion efforts and operational transformation.

This strategic partnership aims to enhance Vinyl Works’ capabilities in delivering high-impact OOH solutions, combining scale, precision, and expertise to support clients from concept to execution. With Palatnek’s addition, alongside current partners Ricardo Marques and Seth Lippert—both of whom have built, operated, and exited multiple OOH media companies, including Fuel Outdoor—the team aims to scale Vinyl Works’ offerings and expand its footprint across the U.S.

B.B.’s Take: From my perspective it appears every endeavor Michael Palatnek has taken on, he has come out of it with significant growth and value. Partner at Vinyl Works, printing is a in a very competitive space —next challenge. We wish him well and keep our ears open for the continued success. 

4. Adams Expands Again with Acquisition of Times Shamrock

Adams Outdoor Advertising has expanded its presence in Eastern Pennsylvania by acquiring billboard inventory from Times Shamrock Outdoor. This acquisition adds 24 static bulletins and 25 digital bulletins to Adams’ portfolio, enhancing its reach in key markets such as Scranton, Wilkes-Barre, and Hazleton.

The new inventory is strategically located along major travel corridors like Interstate 81 and Route 309, providing advertisers with increased visibility and dynamic advertising options in high-traffic areas. This move marks Adams’ sixth acquisition in just eight months, underscoring the company’s aggressive growth strategy and commitment to expanding its footprint in high-potential markets.

B.B.’s Take: Already a significant player in Eastern PA Adams continues their drive to growth via acquisition and the race to investors timeline.
In that growth steps closer to more market domination.  Got to love the fit in to current inventory and staffing. 

5. OAAA Aligns for Growth: New Leadership Hire to Focus on Revenue, Growth, and Member Success

Greg Ald has been appointed Senior Vice President of Revenue, Growth, and Membership at the Out of Home Advertising Association of America (OAAA). This newly created role reflects OAAA’s strategic focus on long-term growth, operational excellence, and delivering deeper value to its members. Ald brings over 20 years of experience in the out-of-home (OOH) industry, having held senior leadership positions at companies such as Intersection, ReachTV, JCDecaux, and Adams Outdoor.

His responsibilities at OAAA include leading revenue strategy, expanding membership, strengthening partnerships, and identifying new opportunities to enhance the organization’s impact and better serve the evolving needs of the industry.

B.B.’s Take:  Tapping a veteran OOH with 20+ years of strong experience with major companies, it is truly a relief to see a new hire with significant OOH Chops join the Association. Congrats OAAA and Greg.