How are out of home companies named?  Here are the most popular practices in order of popularity.

• Founder names – This is the most popular approach to naming. 34% of the 605 out of home companies in our database are named for a founder or has the founders initials. Most of the biggest companies have taken this approach:  Lamar Outdoor, Pattison Outdoor, Adams Outdoor, Reagan Outdoor, Headrick Outdoor, Kegerreis Outdoor, Newman Outdoor, Park Outdoor, MH Outdoor, JGI Outdoor, Franklin…the list goes on and on.  Founder names are often unique and people are impressed to get a phone call or email from you when your name is the same as the company name.  The drawback of a founders name is that if the founder gets in trouble or leaves the company’s reputation might suffer.  Try to avoid hyphenated law firm style founder names.  Carter-Pritchett or Shubert & Hoey are OK but might not show up well on a billboard nameplate..
• Attribute names – This is the second most popular approach to naming.  30% of the 605 out of home companies in our database are  named for some attribute of our of home. Examples include Billboard Joe, Branded Cities, Bulletin Displays, Highway Displays, Interstate Outdoor, Trailhead Media, New Tradition Media, Stellar Outdoor, Top Outdoor, BeSeen24/7.  Attribute names can sometimes create confusion if other companies use the same name.  There are two Interstate Outdoors for instance and five companies which use a variation of Outdoor (Outdoor Outdoor Displays, Outdoor Impact, Outdoor One, Outdoor Sign Systems, Outdoor Signs).
• Geographic names – 16% of the 605 out of home companies in our database use a name which describes the cities or states in which they operate.  Examples include Huntington Outdoor, Tyler Outdoor, WV Outdoor, View Outdoor Chicago, Capitol Outdoor, Coast Outdoor and Mile Hi Outdoor.  A geographic name communicates your markets to advertisers.  The disadvantage of a geographical name is you can outgrow it.  Huntington Outdoor was started in Huntington Ohio but most of it’s billboards are now outside the state.  Colorado West Outdoor wouldn’t make sense for a company which owned signs in Florida.
• Animal or Fruit Names 7% or the 605 out of home companies in our database are named for a plant or animal or geographic feature.  These names are memorable and lend themselves to a unique logo (see Bullfrog Outdoor logo above).  Examples include Apple Outdoor, Azealea Outdoor, Birdhouse Outdoor, Blackbird Media, Bullfrog Outdoor, Eagle Outdoor, Jackrabbit Outdoor, Meadow Outdoor, Pelican Billboards, Spider Billboards, Wolverine Signs.   This creates affinity especially if you use an animal which is the local university’s mascot.

Getting the name right

Some tips for getting your out of home company name right.

• Do an internet search, a trademark search and a search with your secretary of state.  To avoid trademark violations or confusion, do an internet search and a search with your secretary of state and  avoid names which are already claimed.  In 2015 OUTFRONT Media was sued by Q publishing (owner of the LGBT magazine Out Front) for trademark infringement.  The case was settled out of court.
• Less is more –Long-hyphenated names may be fine for a law firm but shorter is better for out of home.  Make sure that your name will translate into a clean and readable billboard nameplate.  Ozark Poster Advertising Company is too long for a nameplate.  Lamar advertising’s “LAMAR” nameplates are way more readable than “CLEAR CHANNEL OUTDOOR” nameplates.
• Make sure you can get the domain name – You’ll need an out of home website and it will be hard for clients to find you on the web if your legal name is different from your website domain name.  It’s easy to purchase a domain name at the same time that you incorporate.  Also when you buy the .com domain name buy the .org, .net, .biz, .info, .edu, .io, .co and .us domain names to make sure a competitor or another company doesn’t swoop in to muddy the waters.

What have you learned about naming your out of home company?  Email davewestburg@billboardinsider.com or use the comment box below and we’ll run a followup article.

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