In December 2021 Laura Colona was hired at the EVP/Commercial Marketing Officer of the OAAA. Colona is based in New York City. She heads up the OAAA’s marketing and presides over the OAAA CMO Council, CRO Council, Creative Council and Innovations committee. Billboard Insider interviewed her earlier this week.
What’s a typical day like?
Every day is different, but one thing that remains consistent is the early start I get in the morning. Once I am sufficiently caffeinated and I’ve (slowly) trotted around the bridle path at Central Park, I’m at the home desk organizing for the day while checking in on the morning news. My commute is spent scrolling through emails and engaging with all of the awesome and different types of OOH along the way. Seeing the medium as a member of the OOH tribe is so exciting! The first leg of the morning is spent checking in with the team, making sure they have what they need to deliver, and coaching where needed to ensure they are empowered. We also usually share a laugh or two — work should be fun! While the team keeps the trains on track my day is spent switching gears, from budgeting and strategy, to designing marketing plans, reviewing communications, and engaging with my new OOH community and industry partners on how we can advance the narrative on the value of OOH among marketers.
What are 3-4 out of home issues our readers should be paying attention to over the next 6 months.
As a marketer, my natural instinct is to gravitate straight to our need for a rallying cry on the power of the OOH medium and taking our message to the advertisers. More data will inform the accurate placement and timing of messaging, enabling us to deliver even more relevant, consumer first ad experiences. Video OOH is an opportunity for traction with sight, sound and motion’s ability to engage audiences. We need to continue to build momentum on how best to leverage the ongoing digital transformation and the availability of programmatic for OOH and advance our progress in OOH audience and performance (MMM and attribution). With people returning to enjoying life in the physical world again, occasions for brands to connect with consumers along their journeys will be numerous. Finally, we would be remiss not acknowledge that the amazing creative powers behind our medium lie in its quality of being both static and digital…the opportunities for advertisers to connect with consumers are endless. OOH will remain unrivaled in its ability to reach on-the-move audiences with experiences that are not skipped, blocked, or stopped. The time is now to secure OOH’s rightful place as key ingredient of an omnichannel media plan. LET’S GO TEAM OOH!
Who’s your favorite music artist? Billboard Insider guesses Bob Dylan.
I didn’t know Billboard Insider had mind reading super powers! If I had to pick just one, it would indeed be Bob Dylan. My favorite album is Blood on the Tracks, and my favorite song is “Simple Twist of Fate.” Honorable mentions to Allman Bros, Black Crowes, McCartney/Wings, Chris Stapleton and Tears for Fears.
Thank you Billboard Insider!
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