How Smaller OOH Companies Can Compete with Larger Players
No matter the size of your billboard plant, we all share an important role in the outdoor advertising industry, with large companies and small companies both having their own unique advantages. The larger firms often have the resources to command prime real estate, run expansive campaigns, and leverage data at a scale that can be hard to match. However, independent and smaller OOH companies aren’t without their advantages. In fact, they possess unique strengths that allow them to thrive in niche markets and build strong relationships with clients.
Leverage Local Market Expertise: One of the most significant advantages smaller independent OOH companies have is their deep understanding of the local market. Large firms don’t always see the nuanced insights that come with being embedded in the community. Smaller operators can use this to their advantage by offering clients hyper-targeted advertising opportunities that are specifically tailored to the area.
Cultivate Local Relationships: Smaller OOH companies are often more agile in building relationships with community leaders, local businesses, and city officials, which can open doors to new advertising opportunities that large firms may overlook.
Flexible Contracts and Pricing: Big OOH companies might have less flexible advertising agreements. Independent firms can offer more flexible pricing models, shorter-term commitments, or special rates for local businesses. This kind of flexibility can be a significant draw for smaller businesses that are cautious about spending or testing OOH for the first time.
Develop Niche Inventory: Offer billboards in places that are highly trafficked by niche audiences. For example, local entertainment venues, commuter corridors, or college campuses can offer high visibility for the right audience.
Build a Strong Brand Presence: Independent OOH companies often have the advantage of being more involved in the local community because their headquarters are in the community, which allows them to build stronger brand identities. A well-known, local brand can draw in regional advertisers who want to work with partners who have a visible presence in the community.
Leverage Local Influencers: Consider working with local influencers or notable community figures who can endorse your company or appear in campaigns to give a human face to your brand.
Regular Communication: Maintain ongoing dialogue with clients, not just when you’re selling inventory. Send out newsletters, updates on industry trends, or insights into how OOH advertising is evolving.
While the out-of-home advertising industry is dominated by large players, independent OOH companies can successfully carve out their own space by focusing on what makes them unique—personalized service, local market expertise, and creative inventory solutions. By leveraging these strengths, smaller firms can offer their clients tailored, effective, and flexible solutions for their advertisers.
Regardless of the size of our out-of-home (OOH) firms, it’s crucial that we unite for the betterment of the industry. By working together, we can overcome challenges, foster innovation, and advocate for policies that benefit us all. Collaboration strengthens our collective voice, ensuring that OOH continues to thrive and evolve in an ever-changing advertising landscape. Whether you’re a large company or a small business, we all have a role to play in shaping the future of OOH.
