The Hidden Challenges Facing OOH Innovators
Introduction
In the out-of-home (OOH) industry, independence is a badge of honor. It represents freedom—freedom to run your business, choose your partners, and adapt to what’s best for your market. As the $9 billion OOH industry continues to evolve, independents find themselves facing not just external pressures, but internal barriers too.
I’ve been to more than a few industry gatherings where I wasn’t exactly on the guest list. When you work in a space that some view as “disruptive,” you get used to finding your own venues—whether that’s a coffee shop down the street or hosting a casual social nearby.
At one of those events, a media owner showed up—probably just for the free drink I was offering. When I introduced myself, they quickly told me that my company “wasn’t a good fit” for their business. Instead of pushing back, I asked a few questions. It didn’t take long to realize they’d been misinformed about what we actually did—and more importantly, what we stood for.
We spent a few minutes clearing up misconceptions. No sales pitch. Just a conversation about value, flexibility, and supporting independents on their own terms.
Two weeks later, that same media owner reached out to explore working together. Since then, they’ve completed a successful test, implemented our solution, and we’re now discussing onboarding their full inventory.
All because we talked—without the noise of gatekeeping or politics getting in the way.
That experience wasn’t unique. It’s a reminder that in the out-of-home (OOH) industry, independence is often celebrated in theory—but limited in practice. Too often, operators are steered away from opportunities not because they aren’t valuable, but because they challenge existing narratives.
The Unseen Barriers to Progress
No one says it outright. There are no signs that read, “Innovation Not Welcome.” But when certain platforms, partners, or ideas are systematically excluded—not because they lack value, but because they challenge existing structures—it sends a clear message.
In fairness, it’s understandable why some feel cautious. Change can be unsettling, and the fear of losing control or disrupting long-standing relationships is real. But clinging too tightly to old models risks missing out on the very innovations that could help independents thrive.
In a space that prides itself on independence, it’s ironic how often collaboration is discouraged and how easily “support” can turn into control.
Why This Matters More Than Ever
The OOH landscape is shifting fast. Programmatic buying, data-driven strategies, and new revenue models aren’t future concepts—they’re here now. Operators who embrace these tools are growing. Those who stick to legacy approaches—whether by choice or by pressure—risk falling behind.
Clinging to old playbooks or protecting turf might feel safe in the short term, but it does independents no favors in a market that rewards adaptability.
Independent media owners have always stood for something more: flexibility, creativity, and a true local connection. Free from corporate bureaucracy, independents offer brands the ability to move faster, think smarter, and reach communities with authenticity that giants simply can’t replicate. That spirit deserves to be strengthened, not fenced in.
Independents Are Moving Forward—With or Without Permission
The good news? Many operators aren’t waiting for approval. They’re partnering where it makes sense, adopting technologies that drive results, and ignoring invisible boundaries that others try to enforce.
That’s the true spirit of independence—not following paths laid out by gatekeepers, but forging your own based on what’s best for your business.
The Future of Independence Is Choice
If we want to talk about supporting independents, it starts with trust. Trusting operators to decide which tools, partners, and strategies align with their goals—without artificial limits.
The OOH industry has always been built by bold thinkers and entrepreneurs. As the landscape evolves, those who thrive will be the ones who lean into that mindset—not those who stay confined by outdated rules.
“True independence isn’t about sticking to tradition. It’s about having the freedom—and the courage—to evolve.”
Author Bio
Chad Smith is a seasoned advocate for innovation and media owner empowerment within the out-of-home advertising industry. As the VP of Supply for Blip | Adkom, he brings extensive experience in programmatic OOH, independent operator strategy, and industry thought leadership. Chad focuses on driving growth through openness, collaboration, and forward-thinking solutions.
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