How to orchestrate a more cohesive OOH industry
August 30, 2022
“When media owners or agencies post photos online about OOH campaigns and don't mention the agency or media owners, we are all missing a chance to show how we as an industry work together to produce beautiful campaigns.”
Big City Outdoor
JCDecaux
Seen Media Group
The success of an OOH campaign relies on a lot of companies coming together to make a campaign come to life: agencies, media owners, production partners, and more. Some campaigns have more partners, some have less, but no matter what it's a symphony of movement, communication, and passion that produces beautiful campaigns and results.
I want to call out one area for improvement that, if addressed together, will have a great impact on lifting the tide for everyone: recognizing the partners involved in a campaign publicly in our social media posts. In many other ad verticals you'll see the network recognize the agency or vice versa. In the OOH industry, this rarely happens. When media owners or agencies post photos online about OOH campaigns and don't mention the agency or media owners, we are all missing a chance to show how we as an industry work together to produce beautiful campaigns. We’ve started doing this recently in our social posts and will continue to do so going forward. I'd encourage everyone in this orchestra to promote the partners with whom they worked to bring a campaign to life in each and every social post. It is the collective effort of this entire industry that is the cornerstone of everyone's success and future.
