Pat O’Donnell on Yesco Outdoor’s Growth

Patrick O’Donnell, President. YESCO Outoor Media

Insider sat down with YESCO Outdoor Media President Pat O’Donnell at the IBOUSA show last week.  O’Donnell has 35 years experience in the out of home business.  O’Donnell sits on the boards of the OAAA and Geopath and was inducted into the OAAA Hall of Fame last year.

There’s this idea that Geopath is mainly for big market high-grossing billboards.
That hasn’t been our experience.  We’ve found that having Geopath impressions data has helped us the most to raise pricing and occupancy on some of our more rural signs. We now have hard data to show advertisers not only how many impressions, but the quality and type of the impressions that rural sign is getting. It’s the value proposition we are able to create that makes Geopath data so important.
You’ve been doing acquisitions.
Yes. We bought Elevation Outdoor in Wyoming from Steve Richards last year as well as Cowboy Media (a digital billboard plant in Casper, Wyoming).  We purchased Floyd Simonek’s Roadside Outdoor in South Dakota, Wyoming and Nebraska this year.  The Roadside plant was a great opportunity to add inventory in the Black Hills.  We’ll convert his wood signs to steel over time.
What’s the thesis.
We serve the approaches to the wild lands and National Parks across the Rocky Mountain west: Yellowstone, Glacier, and the 5 parks in Utah.  It’s in our DNA to work with small businesses adjacent to Parks.
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One Comment

  1. Pat O’Donnell is a visionary leader who understands the significance and value that OOH brings to all stakeholders in the advertising industry. OOH continues to grow and flourish because of the efforts of forward-thinking leaders like Mr. O’Donnell. I am proud to be a part of that growth.