Ben Billups: Out of Home is Right Place, Right Time, Right Message

Ben Billups was interviewed on Zach Hyder’s Dendrocast podcast last week.  Here are some of the highlights.

On why he entered the out of home business.

Creativity.  Technology.  Real Estate.  All three coming together to create an open canvas.

On whether out of home can improve its 4% share of the US ad market.

Out of home is poised to grow…Once we begin creating measurement I see reports of 5%, 6%, 7%.  Maybe not a doubling but a 50% increase in market share.

I was sitting in a meeting the other day and I heard a creative director and a media director say there’s no point in talking about ooh because it doesn’t work.  Respond

I completely disagree but I don’t think you’re going to save the world with ooh…Ultimately its Right Place.  Right time.  Right message.  At some point I’d challenge them with “do you know for a fact that your putting the right message in the right place at the right time.”

There’s this perception that the physical thing can’t work.

It’s forgotten because it’s not a click…If you look at the news there’s only two sectors which are growing, one of them being out of home and one of them being digital, that is mobile…It comes back to measuring out of home…If you’re a planner…the level of risk because of a lack of measurement may not justify putting your neck on the line…I think that OOH gets removed from the plan because you can’t measure it…People understand the wow factor but if you can’t prove it…

On investor interest in out of home

I think in the next 7-10 years its going to be a space which is more heavily invested in.  If you talk to private equity groups, if you talk to investors there’s a huge demand to say I want to be in this…

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