Last week the OAAA named Patrick Dolan Chief Operating Officer.  Billboard Insider interviewed Dolan.

What led you to the OAAA?

Having worked with Anna Bager at the Interactive Advertising Bureau (IAB), I was thrilled when she asked me to advise the OAAA on strategic initiatives last year; this made stepping into the Chief Operating Officer role a seamless transition, and I am excited to work with Anna again. In addition to working with Anna, I’m very enthusiastic about being part of the out of home industry. I have always been a big fan of the medium and feel it is at an inflection point where I can apply some of the skills I honed at the IAB to help accelerate its growth. I understand how industry associations can unite an industry. With over 25 years of experience in strategy, operations, and product development, I believe the opportunity to contribute to an industry undergoing rapid innovation is a natural fit.

What 3 issues are occupying the biggest portion of your time?

Right now, my focus is on the following three key areas:

• Improving Operations: Efforts are underway to streamline OAAA’s internal processes,  enhancing support for members and partners.
• Driving Innovation: New technologies and strategies are being explored to keep the OOH industry at the forefront of the evolving advertising landscape, including both static and digital forms.
• Expanding Industry Influence: Collaboration with industry leaders, policymakers, and stakeholders continues to highlight the value and impact of OOH advertising in the broader marketing world.

Are you in New York or DC?

New York

You’ve got a background in digital. What does out of home need to do to move from single digital revenue growth to double digit revenue growth?

The industry needs to focus on integrating advanced data analytics and programmatic buying for more precise, measurable campaigns to drive more substantial digital revenue growth in OOH. Embracing dynamic digital displays and interactive content further enhances consumer engagement, making OOH a more compelling option for advertisers. At the same time, we must unite as an industry around standards, establish clear guidelines, best practices, and education to strengthen trust and create a more attractive environment for brands to invest in. By prioritizing these areas while focusing on operational excellence and innovation, the OOH industry will be well-positioned to stay on track for revenue growth

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