DOOH Advertising

The Share Shift conversation: Why suppliers must be part of OOH’s growth success

Out of home advertising sits at an inflection point.

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March 25, 2026 by Rod Rackley — Chief Executive Officer & President, Circle Graphics

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For years, OOH has hovered around a modest share of total media investment. Respected. Valued. But too often treated as an add-on rather than a core pillar of media strategy.

That has to change.

The OAAA Supplier Council exists for one reason: to help the OOH industry drive Share Shift — moving OOH from a niche allocation to a foundational media channel.

If we aren't thinking about doubling OOH's market share over time, we aren't thinking big enough. And suppliers are not on the sidelines of that ambition. We are part of the engine.

Why this matters to suppliers

When OOH is difficult to buy, slow to execute, inconsistent, or financially strained, suppliers feel it first. When OOH scales smoothly, delivers measurable impact, and earns repeat investment, suppliers benefit alongside media owners and agencies. Growth is not theoretical for us. It's operational. It's commercial. It's immediate.

So, the mission is simple: Make it easier, faster, and more compelling for advertisers to invest more money in OOH.

That's it.

Not optics.

Not meetings for the sake of meetings.

Not incremental tweaks.

We should act accordingly.

What driving the Share Shift actually means

Driving share isn't about abstract vision statements. It's about practical, measurable change.

1. Make OOH easy — even boring

The best media channels are predictable, efficient, and simple to execute. OOH should not feel complicated to produce. We must:

Standardize where possible.
Improve production speed.
Reduce one-off friction.
Remove unnecessary complexity.

Execution should feel seamless. The less drama in the process, the more likely advertisers are to return — and to scale.

2. Back scalable innovation

Innovation matters — but scalability matters more. Custom showpieces are impressive, but repeatable formats are what build revenue.

Suppliers should support:

Automation.
Workflow technology.
Modular creative formats.
Solutions that can be replicated across markets.

The future of OOH growth depends on products that can be bought again and again — not just admired once.

3. Support sustainable business practices

A healthy supply chain is not optional. It's foundational. That means having honest conversations about:

Payment cycles.
Contractual clarity.
Operational realities.
Financial sustainability.

If the economics of the ecosystem are strained, growth stalls. Sustainable practices fuel scale.

4. Use the association to remove barriers

Industry associations shouldn't just host events. They should eliminate friction.

If standards are outdated, we fix them.
If processes are slowing execution, we streamline them.
If policies inhibit growth, we evolve them.

The Suppliers Council exists to remove barriers — not preserve them.

Turning words into measurable action

Over the next three years, success should look like this:

Increase meaningful supplier participation in council initiatives by 50%.
Launch at least one supplier-driven industry study or growth initiative.
Influence at least two practical standards or process improvements.
Increase supplier presence and engagement at OAAA events by 25%.

Clear targets create accountability. Accountability drives progress.

The bigger picture

The Share Shift is not a slogan. It's a strategic mandate.

OOH has the reach. It has the creative power. It has the contextual relevance modern brands demand. What it needs now is operational excellence and collective ambition. Suppliers are uniquely positioned to accelerate both.

If we align around growth — and commit to making OOH easier, faster, and more scalable — the market will follow. Moving from 4% to 8% market share isn't unrealistic. It's unfinished business. And it starts with us.

DOOH Advertising

About Rod Rackley

Rod Rackley is a senior executive in the out of home (OOH) advertising industry and currently serves as CEO and President of Circle Graphics, the world’s leading producer of grand and large-format digital graphics. He brings more than 20 years of leadership experience, including a previous tenure as Chief Revenue Officer at Circle Graphics and senior roles at Lamar Advertising. Rackley is recognized for his deep industry expertise and for helping scale one of the largest OOH printing operations in the U.S.

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