Ask the Board – August 24, 2020 | IAN GADSBY

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“How has your business model changed, if at all, during this pandemic?”


When people are locked in their homes, the business of OUT-OF-HOME advertising tends to suffer.  While we feel very bullish in the long-term, the short-term is an enigma wrapped in a mystery.

That being said, rapid revolution to a remote work environment has proven effective for our digital team. Our adoption of a cloud-based and de-centralized digital signage infrastructure many years ago has proven very useful in these times. Operations, charting, and marketing are all operating in a very similar fashion…with the exception of the sweatpants and cats on our laps while at work. New technology adoption (Zoom) was rapid by all departments, and arguably, collaboration is better than ever.  So the operation of the company is fairly similar regardless of the impact of the virus.

The model is changing, however, and data is our close companion. Data shows that OOH is not doing as badly, from an audience standpoint, as one might assume. Data is showing traffic increasing right now, day by day. By sharing our data early, we established the audience floor and have worked up from there with our clients. So we’re a data and measurement company now more than ever, and that will never leave us.

Mostly, we’re hunkering down under solid, supportive ownership and preparing for the rebound.  We’ll be smarter, we’ll be stronger, and we look forward to 2021. 

Be safe everybody.

About Author

Vice President, Digital Technology and Operations
PATTISON Outdoor Advertising

MEMBER OF THE DSE ADVISORY BOARD
DOOH Networks Council

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