Anna Bager moderated a CEO panel at yesterday’s OAAA/Geopath conference. Some of the highlights.
Lamar Advertising CEO Sean Reilly on the resilience of billboards.
Since this time last year I have consistently underestimated our ability to come back. This time last year we were all drawing down our revolvers…things exploded in June and as summer turned into fall and fall turned into winter every single quarter I underestimated where we would be and I made the same mistake in February…Our core billboard business has turned…our US transit business…will be to precovid levels around 4Q…Our airport business is a 2022 recovery story…
OUTFRONT Media CEO Jeremy Male on out of home’s bright future
Magna has a forecast of 11% growth. Group M is around 18%…Let’s not forget everything that’s made out of home the growth industry…its amazing mass reach combined with its local targeting ability. We don’t have brand safety issues….
Clear Channel Outdoor Americas CEO Scott Wells on hot categories
There are the covid categories that have been strong…things like DTC, food delivery, the over the top players…the recovering businesses, amusements, restaurants, travel…real estate is a good category right now…recruitment is a great category…
Lamar Advertising CEO Sean Reilly on Smart cities
5G is going to push us in a different direction…less of an emphasis on what that place can do in terms of wifi and more in terms of how that…interacts with the consumer…maybe the term isn’t smart cities but smart media…maybe our billboards will be smarter…as our assets become smarter we’re going to do away with some myths about the industry. One of those myths being that we’re hard to buy…and the other myth it’s going to dispel is that you can’t prove out the effectiveness of your campaign with out of home.
Lamar Advertising CEO Sean Reilly on Lamar’s SPAC
Very very simple rationale. Lamar, the parent company, is somewhat limited…in what we can invest in…The world of out of home is much bigger than REIT qualified assets in North America. It can be screens which are not REIT qualified, it can be ad tech, it can be international assets…
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