The always popular EYE Reporter interviews are back with a updated approach to gather and share insights
from some of the industries top leaders and influencers. Every couple weeks we will publish a new interview and probe on topics like media, digital, mobile,
technology, measurement and of course a few fun questions to get a little better insight into these leaders and influencers and the future of our industry!
Thanks to all the interviewees for taking the time to share their opinions and advice!
“We no longer live in a static world. The best brand strategies are capitalizing on screen creativity with OOH media and/or mobile devices to generate a memorable interaction that moves beyond the moment and lives virally online.”
EYE REPORTER WITH Betsy mclarney
February 27, 2019
EYE Reporter asked Betsy McLarney, CEO of EMC Outdoor, to share her expertise and insights on the industry, location-based advertising and connecting brands with audiences. EMC Outdoor is a nationally-recognized independent and woman-owned marketing agency that has been in business for 27 years.
As the driving force behind the agency in a constantly changing media landscape, Betsy has developed a team of knowledgeable, dedicated strategists with expertise in out-of-home, tradeshow marketing, experiential activations and integrated digital offerings. Through creative ideation and a tactical approach, she and her team deliver effective, impactful, relevant results for national and international brands and agencies.
“Embrace change. Other media channels have suffered greatly because they were not willing to change their businesses.”
EYE REPORTER WITH KYM Frank
November 13, 2018
EYE Reporter asked Kym Frank, President of Geopath, about her outlook for the future of the OOH industry.
Kym Frank is an admitted data nerd with a passion for media research. Over the last two decades, she has worked across every media channel in some capacity – and is thrilled to have most recently added OOH into her media mix. Previously, she held leadership positions at Symphony Advanced Media, Zenith Optimedia, FTI Consulting, CBS Television Distribution, and King World Television.
Kym was elected TAB President at the 2015 OAAA/TAB Conference. In September 2016, Kym led the organization through a full rebrand under the new name, Geopath. Geopath provides the industry standard currency for OOH in the United States. This year, Geopath launched a new, state-of-the-art, OOH measurement system that harnesses the power of location data. Aggregated from hundreds of millions of mobile devices, this new measurement system measures the movement of the entire population of the United States every hour throughout the year.
“ As the industry shifts towards a more digital landscape,
one-to-one tech will be something to keep an eye on.”
EYE REPORTER WITH Brian Rappaport
October 29, 2018
EYE Reporter asked Group Director Brian Rappaport (who is one of the two Group Directors in the NYC office) for RapportWW some questions about his insights for the future of out-of-home marketplace. RapportWW is a global out-of-home media planning & buying agency that’s part of the IPG Mediabrands Family, with a mission to build connections between brands and their consumers.
Brian is responsible for leading the OOH Strategy, Planning & Buying for a handful of sister agencies within the IPG Family – Mediahub Mullenlowe, Trilia, Initiative & Huge. Clients include MTV, JetBlue, Royal Caribbean, VH1, Remy Cointreau, Chipotle, New Balance & Zelle amongst others. He also continues to oversee Rapport’s Boston office which opened in 2016, and continues to grow.
“The more we can “prove it” the more business growth we will earn. Period.”
EYE REPORTER WITH RICK ROBINSON
October 15, 2018
EYE Reporter asked Billups Partner/Chief Strategy Officer Rick Robinson about his passion outside the office, the state of the
out-of-home industry and how technology is affecting change. A Member of the Outdoor Advertising Association of America (OAAA) Hall of Fame, Rick Robinson is a life-long Out-of-Home (OOH) Media advocate. He’s also recognized as a public speaker, author and sculptor.
Rick thinks it’s a wonderful thing to wake up at the crack of dawn to watch a new client’s copy get installed in a dynamite location. His 30 years in the business have been driven by passion across multiple disciplines.
He got his start in 1987 as a local salesperson for Ackerley Airport Advertising in Central California, moving on to Business Development Manager at Gannett Outdoor SF & LA, and gaining industry notoriety as National Creative Director for Outdoor Systems in the late ‘90’s. Rick jumped to the agency side in the new millennium opening up MacDonald Media’s LA office in 2001 and building its West Coast roster to $30MM in annual billing over the next 13 years. Seeking new challenges Rick took on a partnership with Billups in March of 2014, now the largest independent OOH Media agency in the country. Portland-based Billups plans and buys OOH Media for ABC, Lyft, Brand Jordan and over 250 other agencies and brands.
“As an industry, we have an opportunity to define what OOH stands for
so others do not define it for us.”
EYE REPORTER WITH NANCY FLETCHER
December 22, 2016
EYE Reporter asked OAAA President and CEO Nancy Fletcher about the future of the business, social media’s role in OOH campaigns, most memorable initiatives and recent OAAA actions to reinforce OOH as a core media buy.
An attorney and industry authority, Fletcher has nearly 40 years of experience in OOH advertising. Her strong social media presence provides a deep understanding of the need to embrace and integrate social media into OOH campaigns. Fletcher has a successful history advocating for OOH in Congress and serves on the Board of Directors of OAAA, the Ad Council, and Geopath (formerly Traffic Audit Bureau).
“I love that OOH is now also used as a creative vessel in order to generate content that can go socially viral.”
EYE REPORTER WITH Michael Cooper
November 18, 2016
EYE Reporter asked Rapport Global President/CEO Michael Cooper to discuss the challenges and opportunities facing out-of-home technology buys heading into the new year.
Cooper supports the Rapport brand working to expand the company’s philosophy and culture to global markets. He previously ran the company for six years in the UK and three years in North America after spending three years on the client side working for British Sky Broadcasting.
Technology disruption in the out of home media world is offering great opportunity for our industry. From digital screens with
full motion video, sound, touch screen capability, and web connectivity, to automated buying to rich audience metrics, segmentation and even ad customization to mobile integration and retargeting, out of home media is a strong option in the media mix.
The automated buying which has been enabled by digital screens and audience metrics has created an environment where both agency and creative team can be efficient. So efficient, that brands can update messaging in “real time” creating interactive relationships with consumers based on demographics, mood and even what the consumer may be wearing or who they are standing next to.
“The next big reason top malls remain popular destinations – it’s that malls are great places to share experiences with other people. Shop with a friend, meet for a fun lunch, see a movie,
but more importantly touch the merchandise.”
EYE REPORTER WITH KEN VOLK
September 29, 2016
EYE Reporter asked Macerich Senior Vice President and Chief Marketing Officer Ken Volk to provide an inside look at what Macerich malls have in store for consumers this holiday season, and how mall offerings are constantly evolving to create a relevant and unique shopping experience.
Volk overseas all facets of Macerich marketing and business development initiatives including oversight of corporate communications, digital marketing and advertising, property-level marketing, business development and the alternative revenue strategy to foster new partnerships in marketing, media, technology, telecommunications, procurement and specialty leasing.