EMC Outdoor is thrilled to welcome George Bader as our new Media Coordinator! George comes to us with a background in the Out of Home industry and an adventurous stint as a professional boat captain. We sat down with George to learn more about his journey into the industry, his thoughts on the future of Out of Home advertising, and some fun facts about his life outside of work. Read on to get to know our newest team member through this engaging Q&A!

So George, how did you first become interested in the Out of Home industry?

My introduction to the Out of Home industry was quite serendipitous. A college friend mentioned that his company was hiring, and before I knew it, I was in New York City buying billboards. I didn’t plan on entering the industry, but I quickly found my passion for it and decided to make it my long-term career. It’s been an exciting journey, and I’m grateful for the opportunities it has presented.

Do you have a favorite campaign that you have worked on so far? What made it memorable?

One campaign that stands out to me was when we partnered with a vendor to grow wheat on a billboard for a chip brand. Although the wheat-growing experiment was ultimately unsuccessful, I appreciated the creative and unique idea behind it. It showcased the potential of Out of Home advertising to push the boundaries and create memorable experiences for consumers.

In your opinion, how will the future of media planning be impacted by the rapid evolution of technology and shifts in consumer behavior?

As technology advances and consumer behavior changes, I expect brands to increase their spending on Out of Home advertising. New tools and data will help us better convey the value of Out of Home advertising to clients, demonstrating its effectiveness in reaching target audiences. Additionally, advancements in attribution and mobile data will allow us to understand our campaigns’ impact better and optimize them for success.

From your perspective, what are the critical factors that contribute to a successful media plan?

In addition to insights, reasonable lead times, and other standard factors, I believe that strong vendor relationships are essential to a successful media plan. These relationships ensure that campaigns run smoothly and achieve the desired results. Having a deep understanding of each client’s goals and objectives is also crucial, as it allows us to create customized strategies that address their unique needs and drive results.

How do you foresee the Out of Home industry evolving in the coming years?

I predict continued advancements in attribution and mobile data in the coming years. This will help us better tell the story of Out of Home advertising and demonstrate its value to clients. I also expect an increasing number of digital units in the industry as they provide more opportunities for dynamic and engaging content. Overall, I believe these changes will increase brand investment and continued growth for the Out of Home industry.

What are your thoughts on programmatic advertising, and how do you see it integrating into a client’s media plan?

Programmatic advertising offers exciting possibilities for making ads more impactful and relevant. By incorporating useful information like dayparting, sports scores, or weather updates, programmatic ads can provide added value to consumers and encourage more engagement. As programmatic technology continues to evolve, I see it becoming an integral part of client media plans, helping to create more targeted and effective Out of Home campaigns.

Can you discuss how attribution techniques have evolved in recent years and the potential implications of these changes on future media planning?

Since my last stint in the industry four years ago, mobile data has become the primary attribution source. This shift has provided us with a more accurate way to measure impressions and understand the impact of our campaigns. I believe that as attribution techniques continue to advance, brands will become more confident in the effectiveness of Out of Home advertising and invest more heavily in the medium. This evolution will ultimately benefit the industry and our clients, leading to more successful media plans and campaigns.

Bonus Questions:

Tell us George, If you could plan a media campaign for any fictional character or brand, who or what would it be and why?

I would love to plan a media campaign for Bob’s Burgers. I’m a big fan of the show and passionate about burgers, so it’s a brand I can genuinely get behind. It would be a fun challenge to devise creative ways to promote the restaurant and engage with fellow show fans.

What hobbies or activities do you enjoy outside of work?

Every Wednesday evening in the summer, I race my 24 ft sailboat, “Knight Errant,” on the Delaware River with my dad, girlfriend, and a few of my best friends. It’s competitive, a lot of fun, and a great bonding experience. It also makes me feel very fortunate to have such a unique and enjoyable pastime to share with the people I care about.

Can you share a fun or unique fact about yourself that others might not know?

I started going gray when I was just 16 years old.  Though it’s given my friends plenty of laughs over the years, I’ve come to embrace the distinguished look!

If you could have dinner with any historical figure or celebrity, who would it be and why?

I would love to have dinner with Roy Halladay, the former Phillies ace pitcher who tragically passed away in 2017. It would be an honor to meet him and discuss his incredible career and the lasting impact he had on the sport. I had the unforgettable experience of watching him throw a Perfect Game live in 2010, which remains one of my life’s most magical moments.

If given the opportunity to give a TED Talk, which topic would you choose and why?

While my first instinct is to talk about sailing, I think it would be interesting to discuss a related topic with a twist: “How to Survive a Shipwreck.” This subject would allow me to share my passion for sailing while also exploring the lessons we can learn from unexpected challenges and how to persevere through adversity.

We hope you enjoyed getting to know our new Media Coordinator, George Bader, through this insightful Q&A. His experience in the Out of Home industry and unique perspective on the future of media planning make him an invaluable addition to the EMC Outdoor team. We look forward to working together and seeing the incredible contributions he will bring to our clients and their campaigns.