EMC Outdoor announces and welcomes new hire, Gina Palmieri, to join the agency’s team as Vice President of Out of Home Media Strategy. Palmieri will focus on cultivating strong relationships with clients on the East Coast and surrounding regions.
Palmieri joins the agency with 5+ years of experience working in the Out of Home industry out of New Jersey and New York City. Her experience in the Out of Home industry has given her the necessary skills to successfully deliver client solutions and build campaigns, pricing strategies, creative concepts, and marketing and promotional packages. With experience on the media supplier side of the industry, Palmieri has planned and purchased programs that include both traditional and non-traditional formats.
Join us as we sit down with VP of OOH media strategy Gina Palmieri to discuss her background in Out of Home and what she looks forward to accomplishing with EMC.
So, Gina, how did you get into the Out of Home industry?
In school, I did a lot of work for our women’s center and changed my major to work in human development to become a school psychologist. Once I graduated, I had two choices, go back for my master’s degree or start applying for jobs. I entered the workforce and started working for a publishing company selling medical magazine advertisements. After learning about the publishing industry, I applied to Clear Channel Outdoor back when it was iHeartMedia. Since I was working in publishing, I thought the position was for live events and radio when the recruiter contacted me. I was under the impression I would be working for iHeartRadio. After receiving more information after the interview, I realized I would be transiting into the Out of Home industry. At the time, I was unsure about where the industry was heading since radio and TV were the dominating media channels, but after experiencing the first-hand growth of OOH, I’m glad I made the switch. After 5+ years with Clear Channel in New York, NY, on the media supplier side, I decided to move into the agency side of the industry with EMC Outdoor.
With your background on the media supplier side, how is the change to the agency side?
There’s so much more media to sell on the agency side, so I have a more significant advantage in meeting my client’s goals. I only had a select amount of inventory working on the media supplier side. The difficulty of only having a select amount of inventory is that I couldn’t pivot as easily as I can working for an agency. For example, if a client wanted a specific billboard next to a heavily trafficked area and it was full, I couldn’t just pick another board next to it since our supplier didn’t own it. There is an array of advertising working on the agency side, so I can pivot and offer solutions to my clients if their desired board is unavailable. Additionally, this can spark new opportunities and even stronger activations by pairing more media to reach the client’s target market.
What’s your favorite campaign that you’ve worked on in the past?
My favorite campaign I have worked on was a last-minute activation for Versace. They were launching a new fragrance, and the executive team was staying in Times Square out of the blue. In the morning, one of my contacts called and asked me if I was able to create a mockup activation for a digital board in Father Duffy Square next to the Red Stairs in Times Square. I remember watching their creative; it was so beautiful that I knew I needed to act quickly. Within the hour, I returned it to them and secured the location to display the ad later that day. We met the Versace executive team a couple of hours later to all watch the activation go live. To this day, that was one of my proudest moments because I was able to secure their desired location and look up at the board with the entire team. They were so excited and blown away to see their campaign put together so quickly, and it was an honor to be the one to activate it.
What type(s) of media are you looking forward to activating?
I’m so excited to start working on the experiential side of the Out of Home industry. So far, I have only worked with traditional Out of Home, but where my excitement arises with experiential are the endless ideas, creativity, and enabling brands to make memories with their audience. Especially now, more individuals want to leave the house because of COVID. People want to do fun things, create memories, and connect with others. I’ve seen it this summer; everyone travels on Fridays after work; whether exploring their hometown, taking a beach trip, or even traveling to a different state, people want to get out of the house. My excitement lies in the opportunity to create something creative and fun to bring individuals together.
Where do you see the Out of Home industry moving towards in the future?
I think we are starting to enter the first phase of the future of Out of Home right now. More digital screens are replacing static posters and boards in gas stations, doctors’ offices, stadiums, hospitals, you name it. This is beneficial because, with real-time programmatic screens, creative can be approved and posted within hours. This will allow the OOH industry to grow with more inventory and locations to activate client creative. As more media suppliers invest in digital screens, we will see more competition, allowing technology innovation to enhance screen clarity and capabilities and the implementation of some 3D perception screens.
What’s the biggest challenge in conveying to a client that Out of Home works?
The one question I hear time and time again is, how will I measure my campaign? The challenge is reassuring the client that their campaign will have measurable results. Advertising using Out of Home is very different from advertising on TV, radio, online ads, etc. The benefit of those forms of media is the analytics that are produced. Results such as views, listens, click thrus, purchases, etc. Where Out of Home differs and excels is reaching your audience while they’re going about their everyday lives. OOH can be laser-focused to reach a custom audience that other advertising just can’t reach. Reaching strategic locations like store openings, trade shows, a commuter’s path, and high-traffic areas are just a few of OOH’s many benefits. Out of Home is just as measurable as other advertising mediums, especially as technology improves; measurement will only become more robust. Right now, clients can access attribution analyses, lift analyses, direct impact on sales, social media translation, and much more.
What changes are most exciting in Out of Home that you can see right now?
The most exciting change that is happening in the industry right now is the genuine interest from clients in Out of Home. In my experience, a lot of the time, Out of Home would not even be in a brand’s marketing plan. Now that more brands like Apple, McDonald’s, Netflix, HBO, and Amazon are spending more on their Out of Home budget and repeatedly activating OOH campaigns. Companies are starting to realize how well Out of Home can reach their intended audience. That’s not to say that Out of Home is only for more prominent brands. Everyone can and should utilize Out of Home, which is why I am excited to work for an agency. I can and will use our resources and expertise to create custom and personalized marketing plans for the biggest and smallest of brands to strengthen their brand awareness and hit their goals.