Out of Home Agency Profile: Delta Media, Inc.

Agency:  Delta Media, Inc.

Headquarters: 4209 Gateway Drive, Suite 100, Colleyville, Texas 76034

Phone: (817) 358-4757

Email: info@deltaoohmedia.com

Delta Media, Inc. (formerly Delta Outdoor Sales, Inc.) was founded by Hal W Brown III and Janet Brown in 1983 to help Hispanic Advertising Agencies consolidate their OOH needs.  The company has since evolved into a full service out of home agency servicing the needs of Advertising Agencies (Both GM and Hispanic) & Client Direct advertisers. The firm is headquartered in Dallas with offices in Phoenix, Miami, Portland, New York, Los Angeles, San Francisco, and San Antonio.  The company has a won a Cannes gold, Cannes silver, a Creativity Top 5, a national ADDY gold, an OBIE Silver and a One Show merit award.  Insider talked with Hal Brown IV, the company’s CEO.

Hal W. Brown IV, CEO, Delta Media, Inc.

Hal, tell us about your family’s three generation history in out of home.

My family has been in the OOH industry for five generations.  In 1931, Helen A. Brown, my great-great grandmother, won a billboard plant in a poker game. Her opponent did not have any cash so he wagered his whole plant, Pacific Display, which was later changed to Pacific Outdoor Advertising.  Helen’s son, Hal Sr. stepped in to help run the company, later followed by my grandfather, Hal W Brown Jr.  Hal Jr. was also the founder of the California State Outdoor Advertising Association.

In the early 1970’s Pacific Outdoor Advertising sold to Combined Communications and in 1979 Combined Communications and Gannett merged.

Hal Brown Jr. stayed on with Gannett Outdoor and served as the company’s President and also served as the OAAA Chairman of the Board of Directors for many years.

After leaving Gannett, Hal Brown Jr., along with his partners, built an 8-Sheet Plant (Jr. Posters) called Delta Displays, in San Antonio, Texas that is now owned and operated by Clear Channel Outdoor.

My father, Hal Brown III worked for Delta Displays during the early 1980’s and by late 1983 founded Delta Outdoor Sales, Inc. along with my mother, Janet Brown. In 1993 Hal Brown III brought on Rudy Ferrer and in the mid 90’s the company changed its name from Delta Outdoor Sales to Delta Media. Rudy became a partner of Delta Media in 1996 and has been an integral part of the company’s success.

My career began when I was in college at Cal State Long Beach as I would conduct market rides alongside my grandfather, Hal Jr. He and I rode 2-3 times a month during my college days which taught me the ins and outs of the business.  While in college, I was fortunate to have a summer internship at CCO Los Angeles under Mike Chicca and Greg McGrath where I had the opportunity to intern in each department (Sales, Finance/Accounting, Real Estate, Trafficking, Charting, Legal, Proof of Performance, Bill Posting, Vinyl Rotate Crews, et cetera) further expanding my knowledge of the OOH industry. I graduated from Cal State Long Beach in the spring of 2008 with a major in Marketing and a minor in Entrepreneurship. After taking a month off from school and work, I packed up my bags and moved to Miami Florida to work for Delta Media under Rudy Ferrer. After a little more than two years in Miami, I was able to move back to Southern California where I currently reside.  I took over as CEO of Delta Media in April of 2016 when my father, Hal Brown III, retired and in June of 2016 Rudy and I hired Monica Denney to join Delta Media as our CRO and Partner.  We have had tremendous success in continuing to grow the company and are looking forward to the years ahead.

What’s one of your favorite out of home campaigns and why?

My favorite OOH campaign that Delta Media worked on was back in 2013 for Corona Extra in NYC. We, along with Corona Extra’s creative agency, Cramer-Krasselt, we executed a campaign called “Luna Corona”.  The execution took place in the Meat Packing district where we secured two iconic billboards, one on top of the other, better known as ‘Stacked Bulletins’. The lower bulletin featured the lower two thirds of the Corona Extra bottle while the upper bulletin featured the neck of the bottle with the ‘lip’ of the bottle extending outside of the frame, vertically, by three feet, known as an ‘extension’. The upper unit had images of crescent moons in an arc on the left hand side of the unit and on the right hand side there were images of the crescent moon turning into a full moon. CK worked with astronomers, universities and planetariums to gauge the curve of the waxing moon to determine the exact point in time when the moon would become the ‘Lime’ at ‘lip’ of the bottle. This phenomenon happened twice during the summer of 2013 and the Brand had merchandise created highlighting the “Luna Corona” tagline and logo as well as a roof top party during the second occurrence of the moon becoming the lime. Corona Extra Sales in New York City rose 7.9% and the execution captured many awards including a Gold and Silver Lion at Cannes and a Silver Obie. Please give the video below a view:

What data is missing in out of home that would help you do your job better?

I’m not entirely sure I would say data is missing but rather that we have many sources of data that can be confusing for both clients and planners.  I believe GeoPath is making great strides and am hopeful that when all new releases are complete we will have a very robust data resource.  That said, as of today, many planners are still using multiple sources of data in order to compile plans which can be very challenging.

[wpforms id=”9787″]


Paid Advertisement

 

 

 

Print Friendly, PDF & Email

Comments are closed.