Company of the Day – Arrington Outdoor Advertising

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Company: Arrington Outdoor Advertising

Markets:  Texas, Arkansas, Phoenix AZ

Headquarters: 2002 S. Stemmons Frwy,
Suite 800 Lake Dallas, Texas 75065

Phone: (800) 500-6772

Email: info@arringtonoutdoor.com

Arrington Outdoor operates strategic billboard locations along major freeways and rural highways in and around the Dallas Fort Worth area, the second fastest growing metro area in the Nation. Arrington Outdoor Advertising was founded  in the late 90′s by David Arrington and Mike Wolverton. Arrington Outdoor is a member of the OAAA and the IBOUSA.

Insider had a chance to catch up with  Mike Wolverton about latest developments at the Company.

Mike, what’s the current state of your plant.  How many structures and faces does Arrington have and how many of those are digital?
We have approximately 700 static faces and a dozen digital faces.  We operate billboards in thirty Texas counties within six DMA’s.  We also have units in Arkansas and Arizona
 
Are you actively converting existing static structures to digital? What criteria do you use in evaluating a static structure as a potential digital conversion?
We do not have anything in the conversion process at this time.  The first criteria I consider is whether converting to digital is even a possibility due to the strict regulations in most municipalities.  If there is an opportunity I then consider everything from the return on investment, the location, density of static signs we have on the road being considered and the market conditions.
 
Do you see programmatic as an important contributor to your revenue?  If so, which programmatic companies are you working with?  
I can’t say that it is an important contributor at the moment but we are still in the infant stages of using programmatic.  I think it holds the potential to be much more important especially as static boards become available via programmatic and our inventory becomes more accessible to buyers.  We have been working with Blip for several months and just connected with Adomni recently.
 
How is the integration of your Faris Outdoor acquisition coming along? 
It is going good especially since it fits so well within our foot pint.

What are the top three things you would recommend to other operators as they are looking at or in the process of integrating an acquisition?

1)  Have a good operating platform for running your business.  Our opportunities for growth have been enhanced by our using Apparatix to run our business.
2) Consider bringing good people on board with the acquisition if possible.  We were able to do this with the Faris acquisition and it has helped not only the with the integration but the success of our existing plant.
3) Filling in your existing foot print through acquisitions even if it is more costly is preferable than cherry picking available inventory outside of your existing market in my opinion.
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