How WOW’s Leadership Revived Inglewood Billboard Advertising

Scott Krantz, CEO of Los Angeles-based WOW, reflects on the company’s journey in the digital out-of-home (DOOH) advertising industry. Starting his career in 1999 with Mediacom Outdoor Advertising, Krantz now leads WOW, a pioneer in large format full-motion displays.

Since hosting Super Bowl LVI and Taylor Swift’s six-night stint at SoFi Stadium, Inglewood has been a focal point for major events, including Hollywood Park’s development and the Clippers’ Intuit Do building.

Krantz highlights the rise of digital OOH as a “golden age” for outdoor advertising, especially in high-profile areas like Inglewood. WOW’s digital billboards offer dynamic, real-time content that traditional billboards can’t match, tailoring ads to specific times or events for a personalized viewer experience. This adaptability makes digital OOH a tool for brands, enabling memorable, interactive campaigns and reaffirming outdoor advertising as a crucial part of modern marketing strategies.

AdBuzzDaily caught up with Krantz about the rise of OOH post-pandemic and its role in the evolving landscape of advertising.

How did the lockdowns impact billboard ad sales, and what has been the trajectory of recovery for the OOH advertising industry since then?

“The lockdowns brought the OOH advertising industry to a screeching halt. With everyone stuck at home, there was no one on the roads to see our billboards, and as a result, ad sales plummeted. It was a tough time for the industry. However, the trajectory since then has been remarkable. Once restrictions eased and people started moving again, there was an unprecedented surge in ad spending. Advertisers, eager to catch the eyes of returning commuters and event-goers, have been pouring money back into OOH advertising. We’ve seen a consistent upward trend in ad sales, signaling a strong recovery and a renewed interest in the power of out-of-home media.”

Why has Inglewood, CA, become a significant hub for the resurgence of OOH advertising, and what major events have contributed to this trend?

“Inglewood has truly become a key player in the resurgence of OOH advertising. This transformation is largely due to the major events and attractions that have set up shop in the city. SoFi Stadium, home to the LA Rams and Chargers, opened its doors and immediately became a magnet for massive crowds. Hollywood Park, with its array of entertainment options, and the upcoming Clipper’s Intuit Dome, set to be a premier sports venue, have only added to the draw. These developments have turned Inglewood into a bustling hub, and advertisers are eager to get their messages in front of the large, diverse audiences that these venues attract. The constant flow of high-profile events has made Inglewood a prime location for impactful advertising.”

What role has WOW played in the recovery and growth of OOH advertising in Inglewood?

“We have been instrumental in the recovery and growth of OOH advertising in Inglewood. We had the foresight to invest in premium digital billboards that not only generate significant revenue but also set a new standard for advertising in the area. This has positioned WOW as a leading player in the market, driving innovation and attracting top-tier clients. Our strategic vision and commitment to quality have helped elevate Inglewood’s advertising landscape, making it a go-to destination for brands looking to make a big impact.”

How have major attractions like SoFi Stadium, Hollywood Park, and the Clipper’s Intuit Dome influenced the influx of ad dollars into Inglewood?

“The presence of major attractions like SoFi Stadium, Hollywood Park, and the Clipper’s Intuit Dome has had a tremendous influence on the influx of ad dollars into Inglewood. These venues bring in massive crowds for a variety of events, from NFL games and concerts to community gatherings and major sports tournaments. Advertisers recognize the value of reaching these large, engaged audiences and are willing to invest significantly to secure prime billboard placements in the area. The constant buzz and high foot traffic around these attractions ensure that ads placed here get maximum visibility and impact.”