Jennifer Carter, Director Of Client Partnerships at Wilkins Media

Have you ever had a Jerry McGuire moment you wanted to share with the world? The epiphanies that come from making wrong choices often give us clarity. That clarity was realized for me when I left the OOH industry for a brief period recently. What I failed to anticipate is perhaps I wouldn’t have the same unequivocal belief and passion in any other media as I do OOH. While there are plenty of reasons to believe in the power of online digital and other various advertising options, I quickly realized my passion for OOH would never wain or be swayed. Unequivocally believing in the product/service you are representing and the value it brings to your clients/customers is ultimately the key ingredient for success.

When I began in the OOH industry in 2004, there were no podcasts, streaming services, OTT, YouTube, Twitter, and even Facebook was in its infancy. OOH’s big competitors were of course TV, Radio and Newspaper. Fast forward 16 years and the amount of disruption and options in the media world have grown at lightning speed, as have my conviction and beliefs about the effectiveness of OOH for companies and brands. Consider these facts:

• Over 25% of people have posted photos of OOH ads/creative on social media, giving brands untold value in earned media impressions. Take for example the hilarious Spotify OOH campaigns that have run since 2017-  or the inspirational Lane Bryant #ImNoAngel campaign which not only garnered over half a BILLION OOH impressions but 144+MM earned online impressions talking about the OOH campaign.
• 25% of the top OOH ad spenders are the world’s top online ad SELLERS including Google, Facebook and Amazon. Next time a client says they are pouring all of their dollars online, make sure they know the top sites that are getting their ad dollars promote themselves using OOH.
• 58% of all consumers have gone online as a direct result of seeing an OOH ad. OOH is quickly becoming the most ‘converged’ advertising media, working seamlessly with social media, mobile and online campaigns to drive consumers ‘from the big screen to the small screen.
• The number of DOOH screens has doubled between 2014 and 2018, and thanks to the growing technology of OOH companies and their partners, it is now possible to execute panel-based analyses on the effects that an OOH ad has on foot traffic, in-store lift, and even digital outcomes such as app downloads, to provide a client with measurable ROI.
• Programmatic DOOH can now be bought with ease and is being seen as the hottest new commodity in the “digital” space.
• OOH and digital were the ONLY media around the globe to see marketing budgets grow in 2018. OOH had its highest growth rate in the past decade in 2019.

While consumers are steadily finding ways to avoid ad disruption in their experiences, OOH is growing in favorability, noticeability and likeability among consumers…..over 82% of people find OOH useful and informative; not to mention the huge technological advances to allow for laser-targeting of demographic sets and attribution.

I have been so privileged to work with two of the best companies in the OOH industry….Lamar Advertising and Wilkins Media. Wilkins works with ad agencies all over the US as their OOH partner to make the most strategic and cost-effective recommendations that will create ROI and results for their clients. With thousands of vendors and options in the OOH space, the best way to be both effective and efficient is to have a trusted partner on your team such as Wilkins Media. And that is why I am extremely excited and happy to announce I am returning to my Wilkins Media family, to my passion and to what I know is THE most successful advertising medium in the world: Out-Of-Home Advertising.

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