From Verde expanding into the Hudson Valley, to OOH Today’s releasing the Top Women of 2024, here’s a weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB for the week ending March 29, 2024.
1. Verde Expands into Hudson Valley
Verde Outdoor Media announced the acquisition of 280 new billboard faces in the Hudson Valley, New York, and Northwest New Jersey. This strategic move significantly broadens Verde Outdoor’s reach, enabling advertisers to connect with audiences in three additional designated market areas (DMAs): New York, NY; Albany-Schenectady-Troy, NY; and Binghamton, NY. The Hudson valley has over 2.5 million residents and a high median household income, which could be attractive to retail, hospitality, healthcare, and technology businesses. The Northwest New Jersey inventory attracts outdoor enthusiasts to state parks and hiking trails. The Skylands Region provides many opportunities for advertisers to show off their brands and engage with those who love to be outside their homes.
B.B.’s Take: You heard it first at OOH Today, OOH ‘Word on the Street’ Today , 6 days before it was officially announced. What we have not figured out is why Clear Channel Outdoor was not named in the official press release by Verde here ⇒ Verde Expands Into Hudson Valley . Stay tuned to OOH Today. We’ll find out.
2. OAAA Appoints Andy McDonald as Senior Vice President
Andy McDonald, who had a brief stint as OOH Today’s legal advice columnist, is now the new Senior Vice President, Government Affairs for OAAA. He will advocate for the OOH industry at the state and local levels and work with state outdoor advertising associations to advance legislative and regulatory issues.
McDonald joins OAAA from McDonald Law, PLLC, where he served as an attorney in his private firm for 15 years. Before that, he served as Vice President and General Counsel for Elite Media Group, LLC, Blackwood Management Services, LLC, and Lindmark Outdoor Advertising, LLC. His experience spans many industries and specialties including finance, corporate management, and litigation and dispute resolution, making him a valuable asset to OAAA’s growing team and membership.
B.B.’s Take: We got to know Andy McDonald briefly as a knowledgeable and selfless guest columnist for OOH Today under the OOH Today Legal Q&A bi-weekly writing he penned. Andy did not promote himself in these posts. It is difficult to find someone who writes for the good of OOH. McDonald knows the OOH business and is a tremendous asset for our Industry. We are impressed with the hire and welcome his addition to our Industry’s trade association, OAAA.
3. OOH is the Brand Safe Option for Political Avoidance in 2024
Political advertising sometimes seems unavoidable. But now it’s not. OUTFRONT has announced its “Political Avoidance Network”, offering premium OOH inventory in key markets across the country where no political ads are allowed. Election year creates two big problems for nonpolitical advertisers: brand safety, and finding inventory. OUTFRONT’s Political Avoidance Network consists of over 2,000 billboard assets and transit media where no potentially troublesome political content is allowed.
B.B.s Take: Many questions here. I am curious – when does this become censorship? What is political vs not political? Is this perhaps a network that already existed because much inventory doesn’t allow political advertising to begin with? Or is it a marketing tactic to sell more OOH? Finally, is there really a market for ‘political avoidance’ advertising? We would love to hear your thoughts.
4. The Top 24 Women Who Drive Growth in Out-of-Home 2024
This year’s Top Women Driving Growth are all highly accomplished and passionate about OOH. Together they represent a total of over 436 years in the business ranging from 8 to over 36 years for an average of 18 years. These women have fought the odds and made it. We can talk about their successes and how they’ve worked hard to get where they are, which can inspire other women to work hard and get further. But maybe they shouldn’t have to try so hard to get recognition. What are you doing to support the women in your organization and help them thrive?
B.B.’s Take: This is one of the most thorough and time consuming stories we do each year. The amount of nominations are tedious to work through particularly when many of the initial nominees are fellow employees or close friends with the nominator. Sorting out the nominations to discover the best and brightest who have genuine OOH credentials with solid OOH experience is our challenge. Just look at the years and credentials of the women selected. We are confident we got this year’s right and hope you do as well.
- Advertisement -
