Here are five quotes from the Independent Summit on the first day of the OOH Mediacon 2026.
Adquick CEO Chris Gadek on why Adquick built the How much do billboards cost in widget
“How much do billboards cost?” is the #1 out of home query in google. 42% of the out of home online queries are around price.
Mile High Outdoor VP Marcus Danneil on the importance of good prompts when using AI
Here’s the difference good prompting makes. My original lease comparison prompt was: “Please read this redlined lease and show me the differences between our original and the redline.” Basic, functional. After learning more, my prompt became: “You are John, a 30-year tenured in-house attorney who specializes in leases and billboard law. You work for a 20-person out-of-home company and are an expert in negotiation, especially when it comes to lease language. For the duration of this conversation, remain in this character. Review both leases, bullet-point all differences, and provide suggested language for all redlined conflicts so we can meet in the middle.” The output was dramatically more useful.
Link Outdoor Creative Director Brandon Sweeney says ask the right question
So what we have to start asking is “what do you want to accomplish?” not “what do you want on your billboard?” What do you want to accomplish with your billboard? We’re changing the entire mind frame doing that
Reagan Outdoor Sales Manager Karen Goumakos says creative is key.
In 30 plus years in this industry…there’s one thing I know for sure and that is the number one thing that we can do to drive demand for our assets is the creative we put out on the street
Out of home investment banker Max Drachman says buy easements
If I could wave a magic wand, I’d have every one of you contact your landlords at least twice a year to try to purchase easements or convert leases to easements. Easements make valuations better, make deal closings smoother, and make your company more attractive to buyers.
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