Dave Clayton has over 40 years experience in advertising, including nine years running an ad agency specializing in Out-of-Home. Billboard Insider talked with Clayton last week.
How did you get involved with the out of home advertising business?
I had exposure to Out-of-Home working at a couple of large ad agencies, and experience in the franchising world. My Billboard Connection franchised agency combines the two.
How’s business been?
Last year was a solid year financially. One key metric for me is how the business bank balance looks, and in 2021 it went up in 11 out of 12 months. Can’t complain! And leads continue to come in every month from both of my websites – www.BillboardsVegas.com and www.BillboardsToday.com.
What’s an interesting out of home campaign you worked on.
One that comes to mind was with an international client that wanted an advertising campaign in Montreal, Canada. At their headquarters in Southern California, I presented a billboard campaign, and a colleague who had been a senior media executive with a top New York agency presented radio. The advertiser turned down radio but went ahead with billboards. It’s the only time I have done a campaign outside of the U.S., and the only time I have done one entirely in French!
What qualities does it take to succeed in the media buying business?
One is persistence; never giving up, which obviously could apply to any business. Staying abreast of changes – and opportunities – within our industry is also crucial. Another quality is taking care of the customer, which includes genuine listening and acting quickly on any complaints they may have. Recently a client’s billboard had graffiti on it. It was the billboard company rep who immediately alerted me.
I don’t get a lot of ‘attaboys’ from clients, but this client wrote: “Thanks Dave! You’re always on top of things – thanks for letting us know about this and for the speedy turnaround on the new vinyl.” The credit really goes to the billboard account exec, who does such an outstanding job. So the final key to success, in my view, is building strong relationships with vendors, keeping them informed and following through on what you say you’re going to do. It pays off for everyone.
I hear your out of home ad agency is for sale. What are some benefits for a new owner?
Correct. I’m past the usual retirement age, and it’s time. Some clients have been with me on annual contracts for several years, and that provides a solid financial foundation for a new owner. A huge plus also is the 2-in-1 franchised territory that I have – five communities in Orange County with a pretty affluent population of interest to advertisers, and a market for outdoor advertising that is booming like few markets anywhere in the country – Las Vegas.
Want to learn more? See Out of Home Ad Agency for sale in the Billboard Insider classifieds.
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