Working With OOH Vendors or Media Agencies

Outdoor ad space isn’t a one-click buy — it’s real, physical space in the real world. You need to build relationships with vendors, negotiate a deal. You’ve got to understand how the industry works.

You can buy direct from vendors or deal with media agencies. Neither is best — they’ve got their own unique advantages depending on your budget, timeline, and campaign complexity.

Understanding the Key Players

Media agencies act as intermediaries who book space across multiple outdoor providers. They have relationships with all the major vendors and can compare options, negotiate rates, and manage campaigns across different networks. Agencies typically work best for larger budgets or multi-market campaigns.

Vendors own the actual outdoor inventory. We’re talking Clear Channel Outdoor, Lamar Advertising, Outfront Media, Adams Outdoor — the major players in the US. They own billboards, transit advertising… street furniture, digital displays. The works. When you work directly with them you can get better pricing and more flexibility.

What to expect from both includes pricing proposals, availability reports, creative mock-ups showing how your ad will look, and proof of play documentation confirming your ads actually ran. Most vendors and agencies provide detailed reporting on impressions, demographics, and campaign performance.

Timelines and Booking Process

Lead times vary — it’s all about format and market demand. You’re looking at 4 to 12 weeks typically. Digital billboards can have a shorter lead time — think 2 to 4 weeks — but the premium statics can need 8 to 16 weeks advance booking.

Booking windows work differently than digital advertising. Most outdoor inventory is sold in 4-week cycles called "periods." You can't just book random dates — you need to align with these standard periods. Peak seasons book up months in advance.

The process starts with availability checks, followed by proposals with pricing and mock-ups. Once you approve, you'll need to provide final creative files meeting specific technical requirements. Installation typically happens 1 to 2 weeks before your campaign start date.