Out-of-Home (OOH) advertising is more than just giant billboards along the freeway or posters at bus stops—it’s an entire media ecosystem with layers of buyers, planners, intermediaries, and evolving digital infrastructure. If you’re heading into a job interview in OOH, understanding the full buying and selling pipeline is critical.
Who Owns the OOH Inventory?
There are two main groups:
1. Large OOH Vendors
- Examples: JCDecaux, Clear Channel, Lamar, Outfront Media
- Own and operate billboards, bus stops, kiosks, airports, shopping centers
- Sell both traditional static and digital formats
2. Local/Independent Owners
- Mom-and-pop operations, regional billboard companies
- Often found in small-to-mid-size markets
- Sometimes sell directly or through reps
3. Programmatic Exchanges & Networks
- Examples: Vistar, Place Exchange
- Connect digital inventory (screens) to automated platforms
Who Buys OOH Media?
A. Direct Clients (Brands)
- Regional and national brands sometimes buy directly from OOH vendors
- Common in local markets: restaurants, lawyers, HVAC companies
- The rep at Lamar or Clear Channel will work directly with the business owner
B. Media Agencies
- Most mid-to-large campaigns go through agencies
- Agencies include an OOH Planner and a Media Buyer
- They define targeting, flight dates, creative format, and budget
C. Specialist OOH Buying Agencies
- Examples: Posterscope, Rapport, Talon (esp. in UK)
- Agencies hire them to handle OOH buys across multiple formats and markets
- They work with all the vendors, aggregate options, and negotiate rates
D. Programmatic Buyers
- Digital teams now buy OOH via DSPs (Demand Side Platforms)
- Can run dynamic digital billboard campaigns with dayparting, geotargeting, and even weather triggers
How the Buying Process Works
1. Define the Campaign Goal
Example goals:
- “Reach commuters entering downtown Chicago”
- “Target luxury shoppers in Beverly Hills”
- “Get eyeballs before concertgoers enter a stadium”
2. Find Available Inventory
- Use vendor maps (Clear Channel, JCDecaux, Lamar, etc.)
- Filter by location, format (static/digital), traffic estimates, and impressions
3. Request Avails (Availability Sheets)
- The rep sends a list of what’s currently open
- Includes CPM rates, sizes, traffic numbers, and production costs
4. Proposal & Negotiation
- Agencies negotiate based on volume and flight duration
- Bundled packages common: “heavy,” “medium,” or “light” weight buys
- Pricing often based on CPM (cost per thousand impressions)
5. Creative Upload & Approval
- Static requires vinyl printing (with added production costs)
- Digital can go live faster but must meet spec guidelines
- OOH vendors provide proof-of-posting photos once live
6. Flight & Monitoring
- OOH campaigns are sold in 2- or 4-week flights
- Measurement tools include:
- Geopath (audience impressions)
- StreetMetrics (mobile and camera data)
- Retargeting campaigns (follow users after they pass the sign)
Common Job Roles in the OOH Chain
| Role | Responsibility |
|---|---|
| Media Planner | Defines goals, selects locations/formats |
| Media Buyer | Negotiates and executes the campaign |
| OOH Account Exec | Represents vendor (Lamar, Clear Channel) |
| Creative Strategist | Develops billboard messaging & visuals |
| Programmatic Buyer | Runs DSP campaigns for digital screens |
Insider Tips from Reddit Pros
“OOH works best when layered with other channels. Digital alone? Meh. Billboard + paid search? Gold.” — eastcoasternj
“Get creative with dayparting. Serve coffee ads in the morning, wine ads after 5PM. It’s possible with digital.” — ATXpirate72
“If you’re selling OOH, forget the national agencies. Go local: lawyers, schools, car dealerships. That’s your bread and butter.” — conman10102
Emerging Trends in OOH
- Programmatic DOOH (pDOOH): Buying digital OOH like online ads
- Contextual Creative: Ads triggered by time of day, weather, traffic
- QR Codes & NFC: Trying to make billboards interactive (mixed results)
- Measurement Tools: Geopath and mobile retargeting for attribution
📦 Final Thoughts
OOH may seem like an old-school format, but it’s evolving fast—and still delivering serious results, especially for brand awareness. Whether you’re planning a campaign or heading into that interview, remember: it’s all about matching the right message to the right place at the right time.
And yes, someone really does get paid to choose which bus stop your ad shows up on.
