Rick Robinson has a great interview with Lamar’s Ian Dallimore posted on YouTube, where they discuss why the OOH industry seems to be stuck at a 5% market share.  Here are some of Ian’s highlights from their conversation, but you should check out the entire conversation at this LINK.

Are we speaking the same language and as one voice….  you see those rare opportunities where with a brand you wake up in the morning and you see that Instagram reel of that brand you’re then heading down the highway you see a Lamar digital board you walk into a gym you see Zoom, etcetera etcetera right? It’s beautifully woven but that rarely happens, yes the programmatic and automation has fixed that, but one of the issues that has happened is is it’s very jagged…. yes we should compete but let’s not confuse the brands.

We have to be the sexy medium… we have this ability to present ourselves in such a beautiful manner and most importantly is we have the ability to talk in the elements, in real life. in an environment.

One thing the OOH space can do to truly grow ……. is, tell me what your brand means to me at this moment in time when it’s raining at lunchtime as I’m driving down the freeway.

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