Scott Wells on digital signs and mobile.

Clear Channel Outdoor Americas CEO Scott Wells was interviewed by Jeffrey Hayzlett at the C-Suite Perspectives Conference.    Some of the highlights.

Wells on the ambivalence of some advertisers to digital signs

The printed signs are the bigger part of the business but digital is growing rapidly…Advertisers really debate.  The thing about digital is we put 7 or 8 advertisers on it.  And a lot of advertisers don’t like that.  We get in big debates with our advertisers where we say “we want to convert to digital” and they say “no we don’t want you to because we love the location”.

On the impact of autonomous cars:

What you’ll see happen in our business it that when autonomy becomes a bigger part of what’s going on we’ll be regulated differently.  Right now we’re regulated very intensely. Where we’re not able to put video up, we’re not able to ping vehicles going by with messages…That may very well change…

What’s next in terms of interesting Clear Channel Outdoor business initiatives?

We’re reselling mobile.  A lot of media are selling mobile ads.  It’s small now.  We introduced it about a year ago.  We’ve done about 500 campaigns.  And what we’ve seen on these campaigns is that if you’re doing mobile ads and your not using out of home you’re absolutely leaving money on the table.  Because you’re getting 3 or 4x uplift in the action…when you coordinate mobile with out of home.  So I tell people all the time “I don’t care if you buy mobile from me.  I mean, it would be great if you buy mobile from me.  I really want you to buy outdoor.  But if you buy outdoor and mobile make sure that you coordinate the creative because that’s how you get the pop.”

What would you want the audience to know about the future of the out of home industry? 

It’s a great big beautiful canvas…It’s not an unaccountable medium any more…You’re able to have great insight on what audience you are acquiring.

What’s been the biggest surprise for you from stepping into this job.

The biggest surprise…I would say the complexity of the advertising supply chain.  I didn’t appreciate all the steps from advertiser to media owner when I came in.  It’s a very complicated supply chain.

You can watch the 26 minute interview here if you’re willing to put up with Hayzlett’s over-eager questioning style.

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