Company: Gordon Outdoor Advertising
Markets: Kansas and Oklahoma
Headquarters: Broken Arrow, Oklahoma.
Phone: 918-636-6474
Gordon Outdoor Advertising operates billboards in Oklahoma and Kansas. Jeff Gordon is the company’s owner. Brian Firth is the company’s in-house graphics artist and production manager. The company operates multiple static, trivision, and LED signs in Oklahoma and Wichita. Gordon Outdoor recently erected a 20 by 60 digital billboard on land owned by the Muscogee Creek Indian Nation.
Jeff, how did you get in the outdoor business.
I started with some small structures in downtown Tulsa 17 years ago. Within the next year I started constructing large billboard structures.
What’s your plant like?
Gordon Outdoor consists of high quality structures in several markets, many of which currently have billboard moratoriums in place. We are currently in a strong growth period and developing multiple sites in several markets.
Who’s LED’s do you use?
Formetco provides my digital billboard panels at this time. They have been terrific to work with.
What have you learned about digital?
There’s a place for digital and there’s a place for non-digital. Digital is a game changer. It eliminates artwork printing and installation expenses and clients can change ads on the fly. Advertisers get the best results when we work with them and encourage them to take advantage of the options. Sometimes you have to help them understand the options more clearly so they fully appreciate the advantages of digital. In a sense digital creates a more interactive relationship with advertisers.
I have noticed that some many digital boards have been built in locations that simply do not make sense. In these cases ROI is just not where in should be. There are many factors that need to be taken into consideration when making these decisions. This is something you come to understand more clearly after being in this business for a while.
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