Sriubas to Address IBOUSA on Increasing Industry OOH Buy

The USA OOH Industry enjoys roughly $8 billion (4%) of the overall U.S. advertising spend and has shown growth over the last decade attributed in a large way from the acceptance by advertisers of digital OOH inventory as a way to be a last contact before a decision point by the consumer.  This growth could be greatly improved as the portion of ad spend for other mobile and online digital placements is roughly $100 billion (45%) of the overall ad spend annually.

There are many challenges to prevent OOH from capturing more of the overall budgets of advertisers historically but with technological advancements ramping up along with various improvements in scale efficiencies, our current  challenge is to determine how to embrace changes and foster efforts to rise the tides for all boats.

Andry Sriubas

Chris Cowlbeck, General Manager of IBOUSA, announces a guest speaker today at their Columbus conference.  Andy Sriubas, CCO of OUTFRONT Media Inc., has written about the things the industry should be doing to accomplish this coveted increase of OOH industry buy.  “I read an article in BillboardInsider back in January 2018 and noticed eight points Andy mentioned that needed to happen.  It dawned on me that IBOUSA was underway with all eight of them,” said Cowlbeck. “I then reached out to some common friends to see what focused effort was in the works, and learned there had not been much traction due to splintering, scale and other proprietary interests.  Andy and I were introduced and have had some productive and accretive discussions about audience measurement, technology, platforms and all things needed to rise the tide for all OOH participants.”

“Out of home advertising has such tremendous upside when compared to all other forms of media.  In order to realize on that opportunity, we need to adopt digital media’s measurement and buying methodologies with an enthusiasm for change,” said Sriubas.

About IBOUSA

IBOUSA is a networking group of companies that have a common interest of promoting all things of importance to independent billboard owners. We bring together some brilliant minds and cutting-edge technologies and services in our industry in some fun and engaging ways. Billboard operators, vendors, consultants, agencies and advertisers enjoy the fruits of our collective efforts and we have forged wonderful friendships over the years.  

Learn more at www.ibousa.org.

 

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