Chris Cowlbeck, General Manager of the IBOUSA announced the hiring of Scot McArtor, who will focus on developing new markets for its substantial and ever-growing network of independent billboard operators. Scot will oversee the expansion of the IBO Cooperative Marketing platform and bring seasoned out-of-home experience to the team that delivers buys to IBOUSA Associates and IBO Market Club Affiliates.
Prior to joining IBO, McArtor worked in out of home advertising over 30 years, with positions in sales, real estate , local and corporate management. He has been fortunate to work with many great people at several companies including Street Media Group, Signal Outdoor, NextMedia Outdoor, Advantage Outdoor, Universal Outdoor and Turner Outdoor.
How did you get involved in out of home advertising?
I was sent on an interview to Turner Outdoor in Atlanta, GA by an employment agency. A few weeks later, I was hired by the GM at the time, Jim McLaughlin. I worked with Jim for most of the first 10 years of my career and he remains a good friend of mine.
What types of revenue are you trying to generate?
The IBO COOP Marketing team works in the space between an operator’s local sales force and the National rep firms that our Associates and Affiliates are already working with. One of our competitive advantages is the market coverage that our IBO COOP delivers as a group, a one-stop shop. Our IBO COOP represents a growing number of over 36,000 bulletin and poster faces, along with more than 625 digital units. We are actively onboarding new operators into our workflow processes powered by Apparatix Media Solutions, a robust platform capable of managing even the most demanding of operator requirements.
Is the program just for IBOUSA Operator Associates?
No, beyond the IBOUSA Associates who participate the networking framework and conferences, we now offer the IBO Market Club (Affiliates) that will reach a wide group of the entire class of independent OOH operators. This has a minimal application process, and a small annual administrative fee that will enable participants to be part of our IBO COOP Marketing efforts and gain from the IBO services and benefits. They would also have the ability to connect via our light version of our workflow solutions, IBO Fuze, as well as accessing some helpful marketing tools provided by the group including marketing videos seen our our website.
Does an IBOUSA Operator Associate | Affiliate need to do anything to participate?
The short answer is no, just provide locations, LAT/LONs, and pricing just as you would to any advertiser or agency. The key is that to manage this amount of inventory, the Apparatix system handles the workflow which we have been using for over three years now. Participants using Apparatix will have their availability automatically “shine through” to our cloud platform, much like a real estate multiple listing service. We have developed a lighter version, IBO Fuze Sales for both Associates and Affiliates that also updates availability automatically as well as a free solution, IBO Fuze Starter that will allow smaller shops or companies with tighter budgets or specialized OOH work flow situations to participate.
IBOUSA is a not-for-profit focused business dedicated to help OOH independents. To learn more or ask us a question, just email support@ibousa.org or scot@ibousa.org , call 580-226-2234 or visit IBOUSA.org to get started.
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