President's Club Spotlight: Ellen Rockey
August 22, 2024
It’s back-to-school season, and that means it’s time for a little more education from the out of home experts! It’s another edition of our President’s Club Spotlight series.
In today’s spotlight is Ellen Rockey, an Account Executive who’s spent her whole career in OOH. While finishing her marketing/business degree, she took a part-time office position at ORDE Advertising in her hometown of Green Bay, Wisconsin, just to get into the ad world. She is the proud owner of two coveted Packers season tickets, which her parents secured in 1959 while Lambeau Field was under construction. In her free time, she enjoys cooking, gardening, spending time discovering Florida’s great beaches, and biking with her dog and husband.
How do you approach your relationships with clients, particularly in terms of delivering value?
Simply put, the value is in the trust. You cannot move forward without gaining trust. How you deliver value is by practicing and mastering the art of listening, questioning, designing solutions and servicing that ultimately address the client’s needs. The end goal is to set yourself and OUTFRONT apart in excellence from the other options out there.
When you think about your clients’ most successful campaigns, what made them work?
All of the above! It’s like painting a picture. You must first prepare the canvas by doing a client needs analysis. Then, draw the base imagery, using our proprietary data platform SmartSCOUT™ to identify the target. Then gather the correct paint colors, in this case the right assets. Apply the colors to flow and work together to execute the plan. You can create a beautiful story that can be absorbed within seconds of a glance. Finally, we preserve the work of art by offering unmatched service and follow up after the sale.
What was the coolest campaign you were involved with last year?
The Jacksonville Jumbo Shrimp baseball team was cool because we utilized a full suite of OOH assets to paint that picture. Digital bulletins alongside mobile ads engaged the audience by dayparting the creative call to actions. Measurable lift and results were noticed; leading to significant increases in the OOH portion of the team’s 2024 campaign, including an attribution study and viewshed retargeting!
What category or advertiser do you most like working with, and why?
Event based, travel-based, and those categories that utilize dynamic creative – that gives us the option to add on our advanced digital and mobile capabilities – creating a competitive advantage.
Do you have a personal favorite OUTFRONT asset? What is it and why do you love it?
I do love our commuter rail assets. They serve one of most targetable and data-rich audiences, providing messaging reach to a repeat audience within a relatively intimate space. Its close proximity allows absorption and engagement of an ad message, providing unmatched frequency in nature to that daily usage commuter.
What advice would you give to an established national brand with regard to out of home?
If you are not engaging with out of home within your media plan, you are missing a chance to gain over your competition. Comscore research has proven OOH’s superior power of activation when compared to all other media. There are a plethora of new opportunities emerging constantly to get your product or service into the hands of an audience that serves to unify all of your other ad efforts. If you do have OOH currently in your media plan, be sure to revisit its proximity and audience strategies often, at least quarterly, so that you continue to meet and capture the buying demands of our ever-changing societal habits.
Want a little more guidance along the road to out of home success? Contact us to start the conversation.
Author: Jay Fenster, Marketing Manager @ OUTFRONT
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