Today’s podcast guest is Denise Levine, Chief Revenue Officer of Branded Cities a 20 year old out of home company which specializes in iconic urban out of home locations. She talks about what it’s like selling iconic urban out of home assets.
Podcast: Play in new window | Download (Duration: 22:13 — 30.6MB)
Here are the highlights.
Review Branded Cities history and current plant.
We’re 20 years in the out of home industry. Founded in 1999 by Steve Ellman in one single market, in Phoenix Arizona. That’s where our corporate headquarters are…We have 9 sales offices now and are in 15 markets. We are going on over 3,000 assets, spectacular, iconic, throughout the US and Canada…We’re about 50% digital in the US. Things have been really moving for us…
What it’s like selling iconic locations
This is what clients are looking for. It’s a significant amplification in their social media. Clients, celebrities…They’re doing these so that they can stand in front of the boards and post on social. Some of them are getting millions of views…That’s our portfolio.
How are your markets been recovering from Covid?
Things are coming back. We are seeing real estate…Airbnb, the alcohol industry, all of the fantasy sports gaming – FanDuel, BetMGM and Draftkings have been really kind and good to the out of home industry. It’s been coming back full force because of all of the digital activity…Fortunately due to the profile of our sites we didn’t feel the squeeze as much…
What’s necessary for out of home to take more of the total ad spend?
We have to make out of home inventory easier to buy for the buyers, for the agencies, for the clients direct. We have to support inventory by continuing to be audited. We need media operators to continue to invest in technology whether it’s digital or back-end systems…We need to invest in the right people…We formed a revenue growth committee within the OAAA…it’s the first time that all the chief revenue officers get together…as a team to help grow this industry. Anna Bager has done a great job pulling us all together…
There’s still a role for vinyl
They are just as in demand. Something that can’t be replaced either. There’s an impactful message there…Some of the top DMA markets don’t allow digital…so if you have an advertiser who is focusing on and needs that DMA…We can still offer that…
What tips do you have for a young person just starting in out of home sales.
The person should be nimble and agile and keep up with trends. Able to take no for an answer and have the strength and the force to move on…and have the courage…to go to clients and reach out to clients directly, and to call on agencies and buying services…to ask for strategies. When you have those meetings with clients to find out what the strategies are so we can go back to our creative teams and we can actually come up with some brilliant, clever, different ideas to present…I always say plant the seeds. Because if you’re planting the seeds, even in a time of covid, they will grow.
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