Here are highlights of day two of the IBOUSA fall conference.

Billboard Plant’s Mike Donaldson on managing leases

Focus on strikes and home runs.  If you have a good lease extend it.  If you have a bad lease renegotiate or terminate.

Blackbird Media’s Mark Peterson on the importance of out of home creative

When someone says “I did out of home and it didn’t work” I respond “I find that interesting.  Research shows that 7 of 10 out of home campaigns fail because of bad creative.  I wonder if your campaign might have been one of them.”

Place Exchange’s Ari Buchalter says programmatic CPM’s are holding up.

We publish CPM’s for all the media running through our platform.  For four years running now the CPM’s for out of home have averaged $7

YESCO Outdoor’s Pat O’Donnell reflects on 40 years in out of home

I have had 40 years of fun.  The people I have met are some of the greatest people in the world.  In the outdoor business we’ve always been our own worst enemy…we need a common currency that we can all use…we still have people using aadc, dec and nine other things.  It will be very hard for us to get to the next level without a common currency.

New South Outdoor’s Neil Bell says its easier to sign leases in a recession

I have always done well building signs in the downturn.  People are more receptive to a lease.  Flippers don’t care about income.  They care about encumbering their property.  After 2009 people cared about cash.

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