Company:  Atomic Enterprises LLC (aka-Atomic Billboards)

Headquarters: 216 N Mosley St #130, Wichita, KS 67202

Market: Kansas, Oklahoma

Phone: 316.351.8228

Email:  sales@atomicbillboards.com

Atomic Billboards is a leading independent operator and manager of outdoor advertising signage in Kansas and Oklahoma. Atomic manages the largest independent large format digital billboard network in Kansas with more than 40 digital billboards and has the most large format digital billboards in the Wichita metro area. The Atomic network is reaching a metro audience of more than 1.1 million. The company, based in Wichita, is co-owned by Elizabeth Farha, Brandon Shuey and Doug Robertson.  Insider talked with Doug Robertson.

Talk about your plant.

Atomic specializes in digital billboard advertising and has assembled a premier network of digital billboards capable of reaching motorists driving through the busiest streets, roads and in the most desirable city and suburban neighborhoods (including Kellogg/US 400, Rock Road, Bradley Fair Mall, Car Deal Row – Kellogg Drive, East Gate Shopping Center). Hundreds of national and local advertisers depend on Atomic’s premium billboard locations to reach and engage local customers.

You also own the Fliphound online buying platform. 

Atomic was the first network to implement Fliphound’s public online buying and selling platform for digital outdoor advertising (to learn more about Fliphound see Billboard Insider). Today, Fliphound online digital advertisers generate more than 15% to of Atomic’s revenue and 85% of these online advertisers are new to outdoor advertising.  Atomic’s flexibility, strength of our network, technology innovation, collaboration with Fliphound, and customer service sets them apart from competitors.

The Fliphound and Atomic partnership is disrupting the way out-of-home (OOH) advertising is purchased.  Fliphound’s online buying has helped Atomic diversify its revenue, expand its client base and importantly attract new customers to outdoor advertising. Having Fliphound’s  online solution opened up the $53 billion online advertising market to Atomic and enhances Atomic’s ability to attract internet and social media digital advertisers who represent 38% of the total annual ad spend.  Fliphound’s focus on small and medium sized businesses integrated easily with Atomic’s local sales team and helps Atomic cost effectively serve smaller advertisers using automation.

Atomic continues to receive positive feedback from outdoor advertisers who appreciate the ability to buy fixed contracts from local Atomic sales reps and buy online using Fliphound’s real-time bidding (RTB) and fixed contract (packages) features. Having multiple solutions for different types of advertisers provides Atomic with a competitive advantage in the market and is being recognized by other operators who are joining the Fliphound network.

Atomic’s collaboration with Fliphound has been invaluable and ensured the Fliphound platform was designed from the start to seamlessly enable online buying for operators with multi-vendor billboard networks and software scheduling solutions. Fliphound has integrated its technology with operators who have deployed digital billboards from leading vendors including Daktronics. Formetco, Watchfire, and Yesco/Samsung and most scheduling/ERP systems. Fliphound provides Atomic access to the largest national public and open network of digital billboards for outdoor advertising allowing millions of advertisers who want to buy out-of-home advertising online with a few clicks of a mouse.

What’s Witchita out of home advertising market like?

Clear Channel installed the first digital billboard in 2004 and today, there are more than 45 digital billboards in Wichita including 9 small poster sized digitals. Atomic is the #1 local digital billboard operator. Atomic and Clear Channel have been the dominant digital billboard advertising providers for the past 4 years until Clear Channel exited the Wichita market in early 2016.

Whose digital signs do you use and what’s been your experience?

Atomic operates a hybrid digital billboard network with equipment from various vendors including:  Hyoco, Optec, NextLED and others. We have created single view scheduling platform using Omnivex’s Moxie player and a home grown system. Fliphound’s ad buying platform is fully integrated into our internal workflow and allows Atomic to automatically process and schedule on-line outdoor advertising campaigns.

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