OOH INDUSTRY

Globally, the OOH industry is a key collaborator in the development of non-tax / non-fare revenue streams to the public sector. Working with advertiser / agency customers and communities in the legal / legislative environment, OOH is the fastest growing conventional media. Strategic acquisitions, new products, strong capital markets and competent operators are accelerating expansion.

New digital technologies, data metrics, mobile attribution, recall studies, ad spend, and ROI tracking systems are driving this growth. Long term viability depends on real estate assets to expand OOH footprint – arterial roadways, highways, buildings, rolling stock and other public realm properties. Place-based products are opening new pedestrian and tourist audiences, reducing dependency on the vehicular traffic measurement systems e.g. airports, terminals, stadiums etc. Enabled by the “internet of things”, micro mobility, autonomous cars, smart cities, free commuter wi-fi and permission based subscriptions is propelling beacon tracking technologies to deliver personalized ad messages direct to consumers. 

Waterford consultants facilitate public sector processes and guidance. As third party consultants, our primary objective is to optimize client revenues and contractual terms. New or expired media supported programs are complex procurement challenges. We have the track record and understand this space intimately.  

PUBLIC CONSULTATION

As specified by our many public and private sector clients, WPI has functioned as lead project managers and / or facilitated in various roles and phases. Our facilitation processes and media industry expertise has reduced project risk and enhanced the final program values (revenues, technology, amenities, & marketing benefits). Through stakeholder studies, including research, polling, public consultation and appropriate by-law variances, millions of new non-tax / non-fee revenues are generated that respect planning municipal objectives and media exposure guidelines.

DIGITAL MEDIA PROGRAMS

Driven by design, strategic placement and significant revenue sharing terms, Waterford is credited with the first deployment of exclusive digital billboard agreements direct with municipalities. This longer term strategy ensures full municipal control over the placement, public consultancy, safety, future development and other regulatory challenges. Our firm were the innovators for the digitalization of Toronto’s Yonge Dundas Square, including third party and sponsorship screens, as well as, state of the art event technology and broadcasting services. This is the first public and event square to operate under a public-partnership model in Canada.

RESEARCH ANALYSIS

Waterford defined the market requirement for a specialty practice to advise municipalities, transit authorities and other levels of government on media supported models and opportunities. Media based programs require expertise, guidance and positioning skills, as each market is different in both profile and opportunity. To attract innovative industry proposals and significant revenue share, a third party subject matter expert is as a first step; followed by a market supply and demand analysis for the respective street, transit, digital and other facility assets proposed. Markets and products vary in size, profile and importance to advertisers. Asset monetization can differ under sponsorship, third party and / or activation models. Further, the sharing economy, mass transit revolution and micro mobility are opening new streams of revenue under these and other monetization models. Waterford have the team and the capabilities to provide the initial asset assessment and analysis.

STREET FURNITURE

Street level products continue to perform an important service to municipalities and transit authorities across the continent.  Transit shelters, columns, benches, garbage bins are essential services installed, maintained and supported by revenue sharing agreements with media operators. The amalgamation of metropolitan transit systems has created revenue sustainability challenges and opportunities. Going forward, street furniture contract renewals may prove problematic, as digital upgrades and broadcast models minimize the number of transit ad panels required. Both as contractual valuators and project managers for new procurement options, Waterford’s strategic capabilities help navigate these municipal challenges. 

Experience is priceless!

Our specialty practice is described as unique and highly valued by public sector clients. Our team understand the legal legislative environment. Elected officials, staff and public communities are sensitive to media proliferation. These stakeholder attitudes and opinions require careful management. The Waterford collaborative process specifies approaches, frameworks and monetization models that are properly planned, investigated, evaluated and approved prior to implementation.

Waterford have facilitated media procurement opportunities in many major North American and International markets e.g. São Paulo, Seoul, Madrid, New York, Los Angeles and Singapore. Investment firms retain our services to validate pending public-partnership opportunities and purported terms. Further, as the OOH industry and their operators are key stakeholders, we understand the various operating practices, capital deployment and pricing models driving these proposals.