Company:  718 Outdoor

Markets:  New York

Email:  info@718outdoor.com

Phone:  718-664-4315

718 Outdoor operates an out of home plant of bulletins, custom wallscapes, murals and advertising panels in the New York Tri-State area.  718OUTDOOR’s inventory covers all 5 boroughs of NY and continues to expand rapidly.  Insider talked with the company’s Founder and President Glenn Merone.

Glenn, how did you get into the out of home business

I was a hotelier for 10 years.  I’m a hotel guy.  Born and raised in Brooklyn, New York.  I had no history in the out of home advertising sector.  I only got into out of home 6 years ago accidently…I was sitting in NYC traffic staring at a billboard and I got curious…Got interested, studied the municipalities for two years…the two industries are super similar – hotels and advertising, speak the same language and use similar software and principles.  Here we are six years later, I would say I have the largest boutique out of home company in Brooklyn and in New York…

Tell us about your plant

I have 30+ faces live and permitted.  And then I have upwards of 100 leases in hand, in the process of being permitted and developed.  Everything is registered with  the Department of Buildings in New York and my NYCDOB OAC# is 1117.  I’m now about to join OAAA and Geopath, and possibly utilize some other technologies now lending themselves to the OOH business, and technological advancements make their ways to the market…I have a combination of traditional bulletins, custom wallscapes, dedicated wild postings, walls primed for painted murals, etc.

You’ve run a contest to help small businesses recover from covid.

I ran a contest on May 31,2020 and I selected a local company…In the midst of the coronavirus and small businesses suffering, I wanted to help a small business owner.  The contest winner is a fresh baked dog treat company https://www.doughremia.com/.  They’re based in Philly.  They’re a small business.  They sell raw dog treats online, and you can bake the treats fresh for your furry friend.  I posted the contest in the beginning of May.  Instructions were to like the contest photo, share and tag three people, and win a free billboard placement.  I’m going to take a little hit financially having to pay for the print and go to production and install, but I wanted to support a local business.  They will get 4 weeks worth of ad time which translates to between 30-40K for this particular unit due to the location and sheer size of the unit.

How have you financed your company?

I basically am self funded and have created some strategic alliances along the way.  I didn’t have any capital when I first started this company…When I closed my first lease, I flipped the lease for an undisclosed amount…That was not enough money to start a billboard company…especially in New York, but it was a good start.  After that I just spent my time grinding for deals, and new locations and continue to do so.  I grew up here, so I am not just an entrepreneur looking for a new way to make a buck.  Billboards are a form of real estate and community communications, and it is important to understand the market you are placing in as a brand or ad agency. Not to discredit local ad sales people or other media owners, but I am building, developing, and selling as well as living here all my life.  This is my playground, and territory, and I can confidently develop and have sales conversations with clients, as I commute through these NY areas daily, and also spend 100% of my work and leisure time here with my family.  It is not just a job, this is my residence and community.

Amidst the Coronavirus Pandemic what do you believe the future holds for the industry?

I know it is easy to be biased here, because I now have an interest in this industry, but I believe the OOH business will increase in value as we move forward, and the hyper local market where the 718OUTDOOR deck is located is going to be the epicenter of traffic and valuable views due to local travel radius’ shrinking, and people wanting to still continue get out and exercise and enjoy the outdoors safely.  I was a hotelier for 10+ years, and also started and grew a national ATM company, so I am an entrepreneur at heart and it does not skew my judgement that I am in OOH. I truly think this market will gradually increase, and have more value than ever moving forward.    Even if this virus comes back for another wave, hyper local markets will still retain value and supply is low, so brands and agencies should take that into consideration when contemplating scaling back their OOH budgets.

What do you want the Brands and Ad Agencies that read this to hear if you have their ear for one moment?

Once these OOH ad budgets reopen, it is so crucial that they spend it with local independent media owners. It is the private small business sector that would see the biggest benefit in that ad spend allocation.  I realize all businesses have been, and continue to be affected, but those media dollars are far more valuable to the private sector right now. What better way to reenter the market than by supporting local.

What is your favorite TV Show?

Mad Men…  I like the story line, the filming locations, set designs and of course the ad creative and boardroom discussions.

What are your plans in the weeks ahead?

I have been continuing to develop the 718OUTDOOR plant of boards, and decided to get in the car for an American road trip down the East Coast and across the West Coast.  I love looking at the billboards in every state as we are passing through.

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