Company: LOOK Billboards
Market: Southern Oklahoma
Headquarters: 1500 W. Broadway, Ardmore, Oklahoma
Phone: 580-226-0222
Email: support@lookbillboards.com
LOOK Billboards operates 100+ traditional faces and 5 digital rotary-networked billboards in the following Oklahoma markets: Ardmore, Atoka, Caddo, Durant, Healdton-Wilson, Lone Grove, Madill, Springer and Sulphur-Davis. Most of the billboards are 12 by 24. Chris Cowlbeck is the General Manager. Charlie Clowe handles Finance and Accounting. In addition to running LOOK Billboards, Cowlbeck is also the IBOUSA Chief Vision Officer.
Insider caught up with Chris this week for a quick update on both the business and some IBO highlights.
How’s the market looking in Southern Oklahoma?
There’s a lot of supply that’s been created in the last few years but the economy is starting to help out a bit, even with the rough patches and world politics. We’ve seen an uptick in local SMBs that haven’t been normal advertisers. We’ve also seen an uptick from our IBO Speedway national rep Terry Carmody of Integration Media Inc.
What are you seeing that’s different and impacting you currently?
The nationals are getting smarter, tech savvy and asking for more detail, but the good news is that they’re taking the data and actually placing some buys. We’re taking advantage of the IBO free OOH CHARGER tools that identify Brand Value Metrics and updating our photos. We’ve had good response over the years now with our PerView impressions and Spotzi consumer insights and the recent Sonic buy we landed from nationals, and covered our data cost for two years. So we’re focusing on getting our inventory validated and confidence levels highest possible so not to miss any opportunities that find their way to Southern Oklahoma.
What new things are you seeing in tech that help you sell?
The really cool thing that’s now in the USA is the ability to analyze creative. We’ve all had the advertiser say to put the “business card” up on the big screen, but now we have Super Optimal from UK as a tool to score the creative at a very affordable price. Here’s one recently that landed a 100% score. The advertiser is tickled and more importantly, renewing.
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