Company: Premium Outdoor

Markets: Florida Panhandle

Headquarters: 3001 S. Highway 77, Lynn Haven, FL  32444

Phone: 850-819-5381

Premium Outdoor is an independently owned company with over 100 faces located in Panama City and Bay County, Gulf Co., Jackson Co., and Washington Co., Florida. The company operates 12 digital billboards and an additional 14 static faces. The company also provides indoor advertising. Lisa Shaw Atkinson is the company’s President.  Insider talked with Atkinson last week.

Lisa, how did you get in the outdoor business?

For several years, I had leased sites to other billboard companies. When my daughter, Anna-Lee, showed me a new property she thought would make a great site, I said “yes” to the purchase and “this time let’s do it ourselves”.  We have now been in business five years; building, acquiring, and developing the Premium Outdoor plant.

What’s the Florida market like?

In the Panhandle of Florida, the market is consistently growing and not extremely tourist driven.  In our market, the advertisers have realized that Digital offers flexibility, overall cost savings, and the ability to engage the consumer.

You’ve got 12 digital billboards. Who’s billboards are you using?

Our inventory consists of three different Digital manufacturers, Daktronics, Watchfire, and Yesco.

How do you decide when to convert a site to digital?

Converting a site to Digital requires more than rolling the dice. It takes the proper location, traffic count, moderately posted speed limit and/or a traffic light.

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