Company: Verde Outdoor
Headquarters: 1720 W. Rio Salado Parkway, Tempe, AZ 85281
Markets:
- Delaware
- Georgia
- Iowa
- Minnesota
- Nebraska
- New Jersey
- New York
- Pennsylvania
- South Carolina
- South Dakota
Email: info@verdeoutdoor.com
Verde Outdoor was was founded in 2021 with a simple mission to be more than just an out-of-home advertising company. The Company has grown quickly to become a major regional OOH company and may crack the top 25 this year in total faces. Dave Wood is President and CEO and we caught up with him this week to talk about the business,
Dave, I know in a year with less M&A activity, Verde Outdoor still had a couple of nice acquisitions in 2024 with your Great Outdoor and Clear Channel transactions. How has integration gone and where is the company today with total faces and digital faces?
Thank you for that. Yes, we were able to add Hudson Valley, New York, in late Spring 2024. Integration has been good and growth in that market throughout the second half of the year was up double digits over prior year. Lisa Szeli, one of our Senior Account Executives, has done an incredible job of driving that growth in the region. We acquired Great Outdoor later in 2024, and while things are now lining up, this one took a bit longer. These two acquisitions give Verde Outdoor a very solid footprint in the Northeast region. We filled a general manger role for those markets with Gerry Allen recently joining Verde Outdoor. He brings a wealth of industry and regional experience to this growing team. We’re looking forward to seeing Gerry lead and build this team even further – what a plus to have Gerry!
Today, Verde Outdoor offers 80 digital screens and 1,500 static faces with our total faces/ flips now at 2,040.
How important is digital deployment in your overall growth strategy?
Digital growth is very important to us, coupled with the strategy of improved coverage and reach versus building due to ease. As many would say, we look to build the best digital locations we can get in the areas of highest demand.
What are your thoughts for 2025, now that the elections are behind us?
We always go into a new year with an optimistic mindset. Although the level of optimism may vary by year, if you don’t pursue it with a positive mindset, it may limit the potential upside. Early signs coupled with the energy and attitude of the Verde Outdoor team make us believe 2025 will be a very solid year. It’s up to us to stay focused, work smart and be consistent in our efforts to prove that.
You were asked to be on the OAAA Board in 2024. What are your responsibilities?
I’ve been a part of the OAAA for many years in an “attendee” role, so it was very rewarding to be asked to join the OAAA Board last year. Being able to see the inner workings and work alongside so many great people from all areas of OOH has been tremendous. I continue to learn so much from my fellow Board members, who are all incredibly experienced, smart leaders. I’m very happy to be involved.
Looking longer term, how do you see the MRC releasing Measurement Standards and a path to accreditation impacting the OOH industry? Any early thoughts on winners and losers?
When we really nail down our measurement standards, the lift for the industry will be exceptional – but I know that’s easier said than done.
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