Christine Lanziano operates Digital Outdoor Advertising, a women owned business which secures national advertising for independent billboard companies. Billboard Insider talked with Christine last week.
How did you get in the out of home business?
Like almost everyone else in this crazy industry, my entry into the outdoor business was pure serendipity. While a sales person in the hospitality industry, I read Tony Robbins “Unleash the Power Within” and attended the 4 day seminar where I accomplished fire-walking on hot coals!! There were many great lessons, but one of the best was, if you believe in yourself, then find an opportunity that compensates you based on what you deliver. That was like a light bulb for me. I soon took a commissioned sales position with one of the first vinyl printers in the business, CIS and I was off and running.
Digital Outdoor Advertising (DOA) was really a variation on a theme of CIS. A decade ago, my partner Larry Clark and I saw that digital was soon going to be a big piece of the outdoor pie. We knew that the independents would be at a disadvantage in selling national advertising because they did not have the network the large national players had. We knew we could help the independents compete with the big guys if we could bring them all together in a network.
Does DOA own any billboards?
DOA does not own any billboards. Our mission is to capture as many national advertising dollars as we can for our independent partners.
Do you rep signs for independent outdoor companies?
DOA has assembled a network of hundreds of independent billboard operators which collectively own over 10,000 billboard faces in 166 markets across the US. Our goal is to make it easy for the premier ad agencies to execute large national campaigns across many independent operators offering the best placements in the targeted markets. We sell both digital and static billboards. All with one point of contact, one POP, and one invoice.
How have your markets responded to covid?
While 2020 was a roller coaster, 2021 has been significantly stronger than pre-covid and honestly it’s been our best year ever.
What are some of your priorities in 2022?
Based on what I am hearing from Madison Avenue, I think 2022 is going to be even stronger than 2021. DOA has tremendous runway in front of it. As an entrepreneur I am always striving to do more and do it better…so in a word, this is what my team and I will be focused on in 2022.
If I’m an independent out of home company that wants to learn more about your services who should I contact?
Please contact Christine, Stephanie or Jillian at 732-200-1288 and we would be thrilled to discuss further. Or e-mail me at Christine@digitaloutdooradvertising.com. We look forward to hearing from you!
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