The Out of Home (OOH) advertising industry is constantly evolving, so industry leaders are always looking for ways to improve and stay ahead of the game. At the 2023 OAAA Geopath Show, there was a CEO panel that included CEOs Sean Reilly (LAMR), Jeremy Male (OUT), and Scott Wells (CCO) who shared their thoughts on the current state of the industry and its future. Wells acknowledged that the first quarter of this year has been slow, but he believes that the pieces are in place for a good year. Meanwhile, Reilly expressed confidence in Lamar’s position, stating that if this is what a recession feels like, he will welcome another.
Measurement is a key issue for the industry, and all three CEOs emphasized the importance of getting the foundation right. Male welcomed the MRC’s accreditation process, which is similar to the model used in Europe. Wells pointed out that not all customers are obsessed with measurement, with many local customers able to see and feel the impact of OOH advertising on their business.
Finally, Jeremy Male emphasized the importance of talent in the industry, noting that a cycle of great new minds is vital for continued innovation and growth. Overall, the panel provided insight into the current state of the industry and the trends that will shape its future.