New and Noted March 1, 2019

Geopath President Kym Frank gives a five sentence summary of out of home’s value proposition in a Media Post Interview: “OOH is a unique channel that is immune to many of the issues faced by other media.  It cannot be blocked or skipped.  It is not subject to ad fraud and it is relatively immune from brand safety issues. It is not dependent upon a media platform for delivery. And it is ubiquitous – present when and where consumers are making purchase decisions.”  Insider will be interview Frank on the Billboard Insider podcast  next month.

Chicago Sun-Times has a profile on digital billboard manufacturer Watchfire and the project to install a giant digital screen in Las Vegas.  Watchfire does $150 million in revenue and has 320 employees manufacturing and selling LED signs.

Adstruct has abandoned plans to license an automated OOH buying platform to other agencies.  Founder John Laramie says the industry just wan’t ready to make the switch to automation.  Insider isn’t so sure.  Lots of buzz in the last round of public company investor calls that automated buying is finally coming of age.

The Russian company StartRocket wants to put billboards into space by2021.  Astronomers are not happy.  Insider demurs.  Just because you can doesn’t mean you should.  Billboards carry useful and helpful messages but we sometimes limit where they are.  We don’t put them next to Mount Rushmore or on top of Mount Rainier.   Insider supports the OAAA’s code of industry principles:  “We oppose the construction of new billboards on truly scenic segments of highways outside of commercial and industrial areas.”  Seems like space is a scenic area.  The billboards in space idea was floated in the US and shot down in the 90’s.

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