Are all broadcasting/out of home combinations doomed to failure?  No.  Mollman Media is the thriving owner of two FM radio stations in addition to a 200 face out of home plant in Oklahoma.  Insider asked Matthew Mollman for his thoughts on radio/out of home cross ownership.

Are there synergies between radio  and out of home?

There is more synergy between outdoor and radio than any other forms of media. When you are in the car you are listening to the radio and also seeing billboards.  The outdoor and radio messages can reinforce each other.

We offer added value in the form of extra radio ads when a client make a combination radio and outdoor buy.

We use one sales force to sell both outdoor and radio ads which makes us efficient.

What else is key?

You have got to be able to sell each media on their own merits.  Though we continually offer both radio and OOH to potential and current advertisers we sometimes have to be our own worst enemy and discuss the pro’s AND con’s each media affords the respective business.  Since we do our homework we are certain to touch on their current media usage and explain how OOH and/or radio can be an added benefit or a superior replacement to the advertisers’ marketing strategy.

All this said, it has been our fortunate experience that once we have an advertiser place whichever media (radio/OOH) they are not currently using into their advertising plan they are less likely to cancel either media form from their marketing budget.  Plain and simple radio and OOH are two of the most complimentary forms of advertising that exist.

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