Chris Cowlbeck’s 3 Predictions for 2019

Insider is running a series of columns in which out of home leaders give their predictions for 2019.  We’ve previously heard from Vistar’s Michael Provenzano and OUTFRONT Media’s Jodi Senese.  Today we hear from Chris Cowlbeck the General Manager of the Independent Billboard Operators USA.

We at the IBOUSA headquarters in rolling southern Oklahoma, wish all of you a terrific year-end push with all your endeavors and even better set of opportunities for the upcoming year.  Given the increasing number of phone calls we receive, we anticipate a lot of fun times ahead. We have some visibility into the following areas:

1.  Standardization:  The Media Rating Council (MRC) will be embraced as a ubiquitous name in the OOH community as they introduce the rigor, transparency and standards for our advertisers to understand.  I expect there may be several new entrants to touch this OOH space who will seek to be accredited both from expected and unexpected avenues. The MRC accreditation will evolve to become the “Good Housekeeping Seal” of approval for our operators and advertisers which will help us evaluate the players in the marketplace.  Independents will become more comfortable selling audience and IBOUSA will strive to be at the wheelhouse of introducing the related services and products in an efficient, effective and affordable way that will fit easily into daily workflow solutions.
2.  More Platforms for Independents: Technology continues to expand at an explosive pace and our industry is at an inflection point to either accept or be overtaken by those that embrace the scale changes that technology has enabled and introduced.  Independents will ramp up their evaluation and adoption of workflow enhancements and access to regional and national markets for sales opportunities and services. Demand Side Platforms (both known and unconventional) will continue to seek out our IBO Co-Op Marketplace cloud platform for instant availability, pricing and efficient execution.  Information gathering processes for proposals will shift from the labor-intensive customary method to a more integrated, timely and efficient method automated for those flexible enough to explore.
3.  The Unexpected: The nimble nature and entrepreneurial spirit of independents will allow unexpected benefits and services to spring up and flourish.  IBOUSA will continue to be a sounding board for “knock knocks” when the opportunities present themselves at the door while keeping the best interests of our associates at heart.  The synergies resulting will cause the growth of related platforms, services and products that benefit independents and unite the industry. Common ground will be sought out and found in unusual places to align and glue splinters in place to better compete and gain a larger piece of the advertising pie typically having gone to other media.  The rising interest rate environment that began its long-term cycle uptrend recently will begin to be felt in the capital asset structures and will provide opportunities to those prepared in the years ahead.
Travel well, enjoy your friends and family during these fantastic holidays, help a young person succeed and lift a glass to toast a wonderful new year ahead.
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