By Jessica Silva, Screenverse

In the bustling world of media acquisitions, few stories captivate as much as the rise of Trailhead Media. From its humble beginnings in July 2020 with no employees and no assets, Trailhead Media has skyrocketed to prominence, acquiring a staggering 40 companies in just 39 months.

On a warm October morning in Atlanta, the Unleashed ’23 – Apparatix User Conference took place. Though the conference was full of compelling content, when John Murrow, the Chief Operating Officer of Trailhead Media, took the podium to speak, the room fell silent and each person’s attention quickly fell in John’s hands.

In the world of independent billboard operators, Trailhead Media is a name synonymous with growth and ambition. Beyond their clear success in executing their growth plan, the industry gives feedback on their human approach to business – often lauding the Trailhead Media team for their warmth and willingness to lend their expertise to all those who will listen.

I had the privilege of sitting down with John on the heels of the conference to further delve into the company’s extraordinary journey, its strategic vision, and the ever-evolving landscape of outdoor advertising.

From Zero to Hero: Trailhead’s Unprecedented Growth

John Murrow painted a vivid picture of Trailhead Media’s inception, recalling how they started with no employees or assets but swiftly embraced a growth strategy. “We were started in July of 2020, and on July 8th, we had no employees, no assets, and we started acquiring companies,” Murrow said. In a remarkable feat, Trailhead Media has acquired 40 companies in less than three years, amassing 3,135 statics, 258 digitals, and 20 tri-visions. Their employee count has surged to 63, with assets spread across 10 states.

Murrow emphasized the company’s digital focus from the outset, noting that their first acquisition comprised 63 digitals and only about 35 statics. “There is a place for both digital and static inventory at Trailhead Media,” said John. While a large part of the inventory at Trailhead is digital, John spoke very intentionally about Trailhead’s approach to catering to out-of-home buyers of all kinds. “Not everybody wants digital, so we balance our assets. Although we’ve likely got a larger percentage of digital faces than most, we are constantly looking at digitizing our static faces as we acquire more and more.” Balancing to meet demand is a cornerstone of the Trailhead Media strategy.

Beyond Trailhead’s savvy approach to identifying valuable inventory, their operational focus propelled their growth even further. “Getting onto the Apparatix platform was huge. That allowed us to take all these different companies, get them into one format, and be able to manage all the assets without spreadsheets and QuickBooks,” Murrow remarked. The efficiency the Apparatix platform brought to their organization allowed the company to continue to focus on growth.

Strategic Acquisitions and Lessons Learned

As the conversation moved into Trailhead Media’s acquisition strategy, Murrow detailed the evolution from rapid growth to a more strategic approach. He highlighted the significance of filling gaps in their footprint and carefully evaluating each acquisition’s contribution to the overall growth plan. “We’re constantly looking at our map and where there’s holes,” said John, painting the picture of how meticulous Trailhead has been in growing their inventory portfolio.

Reflecting on the challenges posed by different operating styles within acquired companies, Murrow stressed the importance of communication and continuous learning. He shared insights gained from post-acquisition meetings, likening them to military after-action reports, where they discuss what went well, what went wrong, and areas for improvement.

Strengths and Values: Trailhead’s Recipe for Success

Trailhead Media’s success isn’t solely measured in growth numbers; it’s deeply rooted in the company’s values. Murrow emphasized the importance of understanding and caring for clients, tailoring solutions to their diverse needs. “We have boards as cheap as $150 per flight to $15,000 per flight. We’re in rural markets, urban markets, metro—you name it. We’ve got old structures, small ones, digitals, statics,” Murrow explained, illustrating Trailhead’s commitment to serving a broad clientele.

Navigating the Future: Trailhead’s Vision

Looking ahead, Trailhead Media aims to continue its growth through acquisitions, digitizing statics, and expanding programmatic revenue. Murrow sees a future where programmatic advertising becomes a larger part of their revenue stream, driven by efficiency and client demand for ease of operation.

The conversation with John Murrow unveiled Trailhead Media’s forward-looking approach, particularly in embracing the transformative power of programmatic advertising. While Murrow’s initial exposure to programmatic was in the late teens, Trailhead’s significant foray into this space began in April 2021 with their collaboration with Blip, followed by Place Exchange in October 2021. The recent partnership with Screenverse further solidifies Trailhead’s commitment to staying at the forefront of industry trends.

As Murrow delved into the impact of programmatic advertising on their operations, he highlighted its efficiency and its role in attracting national brands with larger advertising budgets. The Screenverse partnership, in particular, has opened doors for Trailhead to engage with major brands, providing a vision for the future that extends beyond traditional advertising methods.

The interview underscored Murrow’s belief that programmatic advertising will play a pivotal role in the industry’s evolution over the next three to five years. He sees programmatic becoming a more significant portion of Trailhead’s revenue, driven by its ability to streamline processes and cater to the growing demand for efficient advertising solutions. As Trailhead continues to navigate the complex landscape of outdoor advertising, its embrace of programmatic advertising emerges as a strategic move, positioning the company at the forefront of innovation and adaptability in an ever-changing industry.

Trailblazing Thinking

As the interview drew to a close, Murrow offered advice to fellow independent billboard operators, emphasizing the importance of good people, strategic planning, and adapting to change. His infectious enthusiasm for the industry and Trailhead’s future left an indelible mark on the conversation.

Trailhead Media’s journey is one of resilience, strategic vision, and an unwavering commitment to clients and innovation. As the company continues to shape the landscape of outdoor advertising, the industry watches with anticipation, eager to witness the next chapter in Trailhead’s remarkable story.

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