Company: Gordon Outdoor Advertising
Markets: Kansas and Oklahoma
Headquarters: Broken Arrow, Oklahoma.
Phone: 918-636-6474
Gordon Outdoor Advertising operates a billboard plant with 136 faces including nearly 40 digital faces in Oklahoma and Kansas. The company is is in a strong development phase. Gordon Outdoor specializes in unique and high end LED billboard locations. Jeff Gordon is the company’s owner. Brian Firth is the company’s in-house graphics artist and production manager.
Jeff, how did you get in the outdoor business.
I started with some small structures in downtown Tulsa 25 years ago. Within the next year I started constructing large billboard structures.
What’s your plant like?
Gordon Outdoor consists of high quality structures in several markets, many of which currently have billboard moratoriums in place. We are currently in a strong growth period and developing multiple sites in several markets.
What have you learned about digital?
There’s a place for digital and there’s a place for non-digital. Digital is a game changer. It eliminates artwork printing and installation expenses and clients can change ads on the fly. Advertisers get the best results when we work with them and encourage them to take advantage of the options. Sometimes you have to help them understand the options more clearly so they fully appreciate the advantages of digital. In a sense digital creates a more interactive relationship with advertisers.
I have noticed that some many digital boards have been built in locations that simply do not make sense. In these cases ROI is just not where in should be. There are many factors that need to be taken into consideration when making these decisions. This is something you come to understand more clearly after being in this business for a while.
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