Moe, how did you get into the billboard business?

My journey into outdoor advertising was anything but conventional — and honestly, that’s what makes it exciting to talk about. My roots are in architecture and real estate development, a passion I pursued during my time at the University of Southern California in Los Angeles. Through managing family-owned property, I was constantly looking for innovative ways to unlock its full potential, and that curiosity led me straight to the world of out-of-home advertising.

But the real spark? A classic LA moment. Stuck in traffic on my commute home from campus one evening, I spotted a new billboard going up along the freeway. Something about it just lit me up. I started digging in — researching, learning, connecting the dots — and what began as pure curiosity quickly became a full-blown passion and career.

What I didn’t expect was how perfectly my development background would complement this industry. Having hands-on experience across residential, commercial, multifamily, mixed-use, and billboard development is a rare combination — and it’s given me a distinct edge in identifying opportunities and bringing them to life in ways that others simply can’t. It has been one of the most rewarding journeys of my career, and we’re just getting started.

Tell us about your current inventory and where it is located?

Rex Media currently operates digital billboards along Rosemead Blvd. at the crossroads of El Monte, South El Monte, and Rosemead in the San Gabriel Valley — one of the most strategically positioned outdoor advertising locations in Greater Los Angeles. Situated just 0.25 miles north of the I-10 freeway, our displays benefit from an average two-way daily traffic count exceeding 100,000 vehicles and generate over 3.5 million impressions per month. The adjacent signalized intersection creates natural stopping points that deliver eye-level, unobstructed visibility to commuters spanning approximately 2,000 linear feet in both directions.

Which digital manufacturer did you work with?

Choosing the right manufacturing partner was something we took very seriously — and after extensive research, the decision was clear: Watchfire Displays. What set them apart wasn’t just the product, it was the people and the process behind it. They invited us out to their facility in Danville, Illinois for a full plant tour, and what we witnessed was a level of dedication to their craft that was genuinely impressive. You could feel the pride they take in their work at every step of the operation.

We ultimately selected the Watchfire MX displays — and we couldn’t be happier with that choice. With 16 PPI resolution and 7,500+ nits of brightness, the image quality and visibility are unmatched. Watchfire is widely regarded as the leader in that space, and after seeing their operation firsthand, it’s easy to understand why. For Rex Media, quality is non-negotiable, and Watchfire delivered exactly that.

 Do you have plans for additional growth? 

Growth is absolutely at the forefront of everything we do — and our roadmap is unlike most in this industry. On the traditional side, Rex Media is actively pursuing additional premier billboard locations throughout Greater Los Angeles, with a strong focus on municipally-partnered opportunities through revenue-sharing agreements with local agencies and school districts. But what truly sets us apart is the bigger vision. Rex Media is a sister company to Rex Developments, our real estate development arm with an active pipeline of commercial, multifamily, and mixed-use projects across the region. We are strategically integrating digital billboard infrastructure directly into our development projects — embedding OOH advertising into the built environment from the ground up. This is something very few operators in the country are positioned to do, and it represents a powerful convergence of two industries that have historically operated in silos. We believe the future of out-of-home advertising lives at the intersection of real estate and media — and Rex is uniquely built to lead that charge.