Jodi Senese is Chief Marketing Officer at OUTFRONT Media. She began her career with the New York Subways Advertising and joined OUTFRONT (then CBS Outdoor) in 1990. Jodi oversees all aspects of marketing including research, advertising and creative services and is integral in developing new business strategies for OUTFRONT Media. Insider talked with Senese last week.
Jodi, how did you enter the out of home business?
I graduated from Rutgers University with a degree in English and Communications with the intent of going to law school, and was looking for a job where I could get a feel for the city in the meantime. I accepted an internship with New York Subways Advertising right after college and never looked back. I fell in love. I’ve now been doing this for nearly four decades, and I couldn’t imagine being anywhere else!
What is OUTFRONT’s in house creative boutique and how does it assist clients?
Our in-house creative boutique, OUTFRONT Studios, is unique within the out-of-home industry. Although many OOH companies offer creative services to their customers, Studios point of differentiation is that operates almost like a boutique ad agency. We begin with a “discovery” meeting which is about helping us to better understand the brand, the personality of the business, and the objective of the campaign. A rapport between the customer and our creative team builds trust, and often through this process the client’s thinking evolves from his/her original premise. There is an intersection between medium and the message and when done right, the results are absolutely fantastic.
What will we see in out-of-home in 2018?
For OUTFRONT, 2018 will be a year of Liveboard screen deployment with more implementation of some of the technologies we’ve seen already, like programmatic, augmented reality and app connected campaigns. OOH as a media amplifier, with more connection to all mobile activities (social, search, commerce, social , geofencing) will continue to help brands engage with consumer We will also be launching the alpha stage of our DMP, and we believe that the IRL/in real life canvasses will become more valuable to brands in an ever-shrinking-screen-size world.
You’ve spent your career in marketing and have been a past Chairwoman of the OAAA Marketing Committee. What’s one message about out of home that you’d like to get across to agencies and large national advertisers?
OOH is a proven valuable platform for brands and, taking a cue from Hollywood and “Three Billboards,” has never been more relevant. We’re providing brands with new, creative ways to communicate with consumers that make them look, interact and react in a way that other media just can’t match.
OUTFRONT is making a significant capital commitment to small digital screens as part of winning the MTA contract. What creative and marketing challenges are unique to the small screens versus large billboards?
Whether the screen is big or small, the opportunity to capture a consumer’s attention exists for only a fraction of a second, so the creative has to be eye-catching, something the audience hasn’t seen before. That’s why we’re rolling out more of our digital Liveboard displays, which provide unique opportunities for engagement through games, social media, mobile interaction, or a new visual experience like an image moving across several screens.
[wpforms id=”9787″]
Paid Advertisement
