From billboards to sports venues to mass transit, out-of-home (OOH) advertising is an iconic part of everyday life. Advertising in the real world, simply put, is more impactful than on a computer or smartphone screen. I’ve been in marketing for almost 20 years, yet before entering OOH advertising, I made a number of assumptions about the industry, and I was wrong.
I thought OOH inventory was owned by a few big companies like Clear Channel Outdoor and Lamar Advertising. Turns out, the top 10 media owners combined actually own less than 10% of all OOH inventory.
I assumed it was a dying industry, like direct mail or radio. Actually, OOH revenues have doubled in the last 20 years, and it’s the only traditional ad medium still growing today. According to Statista, outdoor advertising spend in North America was nearly $9 billion in the U.S. and is expected to keep growing through 2024 to over $11 billion.
I thought OOH was only used by large brands like McDonald's and Apple. In fact, only 20% of revenue in OOH comes from the top 100 advertisers.
My biggest mistake, however, was thinking OOH was a medium for marketers with more budget than brains; not performance marketers. In reality, you can measure the ROI of OOH campaigns all the way down to online transactions.
The online advertising party is over
Previously, I had only bought billboards twice in my career. Yet, I spent $100+ million on internet ads because, for a long time, that was enough. Now, that party is over. Between 20 years of optimization and increasing privacy restrictions, online advertising is becoming more expensive and less effective at the same time. Because of this, analysts are predicting that companies like Google and Facebook will lose $26 billion in the next 12 months. So, how will brands grow?
Those billions are finding a new home in the real world of outdoor advertising. However, the industry is incredibly fragmented, meaning buyers have to coordinate with dozens and even hundreds of different sellers to find inventory and then purchase. It’s an industry worth $100+ billion and growing, yet surprisingly, it’s still running on spreadsheets and Post-it notes.
Over the years, digital media evolved where it became easy to buy, easy to sell, and easy to measure. Offline advertising has not matched its pace. It’s still an incredibly manual process of finding, buying, and measuring the effectiveness of campaigns. But think, if offline advertising has still grown despite being incredibly manual, imagine what it could become if it was easy to buy, easy to sell, and easy to measure.
That’s precisely what we’re doing at OneScreen.ai.
OneScreen.ai is making OOH easy to navigate
OneScreen.ai is making it incredibly easy for media owners, media buyers, and marketers to navigate and capitalize on the world of OOH.
For media owners:
First, we are making it easy and free for media owners to list and sell their inventory. You can’t sell cars in a country without roads. So, we’re building a free SaaS platform where media owners no longer have to rely on spreadsheets and Post-it notes to run their businesses. We are simply doing for media owners what Shopify did for retailers.
For media buyers:
We are making it easier for media buyers to find inventory in their target markets and to buy. OneScreen.ai’s SaaS-enabled B2B marketplace is an everything OOH store that lists 75+ different forms of OOH inventory, from bus stops to billboards to wrapped ice cream trucks and branded pizza boxes.
We are making it easy and free for marketers to analyze and optimize their campaigns using our PLACERANK™ algorithm. Google Ads wouldn’t generate $100 billion per year in revenue if Google Analytics wasn’t free.
Who are you trying to reach? Chances are, they’re outside in the real world.
We are helping companies reach the audiences they want through OOH. In 2022, we expect $100+ million to flow through the OneScreen.ai marketplace. Maybe that will include your company. What audiences do you want to reach? Whoever it is – they likely go outside into the real world.
And, it doesn’t matter if you want to reach Elon Musk. You probably won’t reach him with Facebook ads, and you definitely won’t get him by cold calling, but he drives past the same billboard every time he goes to watch his rockets launch from Kennedy Space Center.
Techstars Demo Day Minneapolis – February 15, 2022
We are excited that OneScreen.ai was selected as one of 10 startups by the Minnesota Twins Accelerator by Techstars program, and at Techstars Demo Day, I presented the first and only public directory of outdoor advertising with a search engine that includes media listings across various categories, including billboards, street furniture, mass transit, and more in multiple formats.
OneScreen.ai’s OOH marketplace is revolutionizing the industry. And of course, to mark the occasion, we're running an eight-second digital billboard in downtown Minneapolis that reads, "Hey Ma, We Made It!" Because moms don't take pictures of Facebook ads, but they sure as heck will take a picture of your billboard. As we like to say at OneScreen.ai, let's gOOH!
Want to learn how OOH can supercharge your marketing strategy?