Company: Adams Outdoor Advertising
Markets: Illinois, Michigan, North Carolina, Pennsylvania, South Carolina, Virginia, Wisconsin.
Headquarters: 500 Colonial Center Parkway, Suite 120, Roswell, GA 30076
Phone: 770-333-0399
Adams Outdoor Advertising operates an out of home plant in 7 eastern and midwest states. Adams was founded by Steve Adams in 1983 and is privately held. In 2015 Adams partnered with GTCR Partners to purchase Fairway Media Group. In January 2016 the Department of Justice approved a plan for Adams/Fairway to swap its Atlanta plant to Clear Channel Outdoor for Clear Channel’s Indianapolis plant as part of a transaction valued at $120 million. The transaction closed yesterday. Kevin Gleason is Adam’s company’s CEO. He has over 36 years experience in the out of home industry. Gleason started his career in advertising with D’arcy McManus and Masius and joined Naegele in 1979 as vice president of sales. Gleason serves on the Board of Directors of Geopath and the OAAA.
Kevin, are you excited about closing the Atlanta for Indianapolis swap with Clear Channel Outdoor?
We are very excited to complete the Indy/Atlanta swap. Our strength at AOA/FOA is in mid size market operations and Indianapolis is a perfect size market for our portfolio. We prefer mid sized markets because it affords us the opportunity to deal more directly with clients and agencies on a local and regional level. This relationship potential is a launch pad for dialogue. This dialogue provides us a better understanding of the goals/expectations of the advertiser. Armed with this intel, we can go about our responsibility of providing exceptional ROI. Our goal is to provide better ROI for our clients than any other media available in the marketplace. On a level playing field given the same investment dollars as other media, OOH always outperforms.
What issues do you expect to be paying the most attention to during 2017.
The compatibility between OOH and online and mobile media. It’s a no-brainer.
During your appearance at the Geopath/OAAA conference c-suites panel last year you said the out of home advertising business needs “to spend more time understanding the mind of the advertiser.” Can you elaborate?
Too often we sell inventory without context. If we are genuine in our interest to provide the best ROI possible, the only means by which to accomplish this goal is to understand what’s happening in the mind of the advertiser; their expectations, their goals and how they plan to achieve those goals through the media options available. This allows us to see and access potential where others do not.
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