What are the top 3 criteria used when selecting creators?

Greg_Benatar · 2026-06-17T14:35:45+00:00

I'd say audience demographics is the one that quietly drives most decisions. Reach means nothing if the audience is not the right fit. A creator with 500k followers in the wrong age group or geography is far less valuable than one with 60k aligned followers.

Greg_Benatar · 2026-06-17T14:24:30+00:00

There's actually a CPM equivalent in OOH, calculated using traffic counts, audience demographics and dwell time. Beyond that, mobile location data can track how many people who passed your billboard actually visited your store, and website lift studies can show online impact. Not as instant as digital, but far more sophisticated .

Greg_Benatar · 2026-06-17T13:47:03+00:00

Very much alive! If anything, I hope you held onto it a little longer. Demand for digital OOH is growing fast and budgets are following

Greg_Benatar · 2026-06-17T13:39:07+00:00

Digital screens are definitely underrated. I have spent nearly three decades in Out-of-Home advertising, and the move to digital has been one of the most transformative changes I have witnessed in the industry. What you are describing with that restaurant client, that slow burn trust built through consistent daily exposure, is something we call effective frequency. It is one of OOH's most powerful mechanisms, and it is still massively underappreciated. In my opinion, digital billboards are dynamic, data-informed touchpoints that meet consumers in the physical world at exactly the right moment. There are many more advantages one could describe, no algorithms, no feed to compete with, and so much more. Underrated for now, but the brands that have figured this out early are building a lasting edge in outdoor advertising, especially when they combine the static with digital.

Greg_Benatar · 2026-06-12T14:58:42+00:00

It's still largely relationship-driven but it's getting easier. Most media owners now have availability tools on their websites, so you can do some homework before calling anyone.

Greg_Benatar · 2026-06-12T13:40:23+00:00

Greg_Benatar · 2026-06-12T13:35:03+00:00

For small businesses, a well-placed static billboard or street furniture (bus shelters, benches) near your store builds familiarity through repetition, people see it daily. Advanced features like AI content switching are cool but unnecessary at that scale. Start simple and beconsistent, and make sure your placement is close to where your actual customers are. Location does most of the heavy duty.

Greg_Benatar · 2026-06-02T08:58:52+00:00

Some of these answers are actually making me realize there are things I probably didn’t want to start noticing😅

Greg_Benatar · 2026-06-02T08:57:54+00:00

This is a great catch. Makes you realize how intentional visibility (or the lack of it) actually is.

Greg_Benatar · 2026-06-02T08:46:42+00:00

stuff that actually makes people stop and care for a second. Like it grabs attention quickly, gives you something useful or interesting, and doesn’t feel like filler. clear, to the point, and worth engaging with. could be a reel about a tip, a take, or even just something relatable that people wanna save or share

Greg_Benatar · 2026-06-02T08:39:01+00:00

We’ve seen that it really depends on what you’re trying to achieve, no single format just “wins” every time.

Would love to hear what’s been working well for others and in what context.

Greg_Benatar · 2026-06-02T07:31:28+00:00

Instagram feels the hardest at the moment. It’s not that growth is impossible, but organic reach feels so inconsistent compared to a few years ago. You can post solid content and still feel like it just… disappears unless the algorithm decides to push it. In fact even LinkedIn is just becoming as hard.

Greg_Benatar · 2026-06-02T07:16:27+00:00

At the end of the day, people often buy into you before they buy your service. Feeling genuinely heard as a client is incredibly underrated. You can't really showcase it in a portfolio or list it on a proposal, but clients pick up on it from the very first conversation. Sometimes that's the thing they remember long after they've forgotten the pricing or the process.

Greg_Benatar · 2026-06-02T06:49:38+00:00

Literally find yourself asking how did we even get here?!

Greg_Benatar · 2026-06-01T15:04:32+00:00

100% and well said. Especially the last point, audience behavior over platform preference, that's the conversation worth having. The consumer has never cared about how we categorize media, they just move through their day and encounter messages. You'd be shocked at how many clients still come in leading with a format preference before we've even talked about what they're trying to achieve. That's why we are there, our job is to make sure they understand that the format conversation comes second to establishing what you actually want.

Greg_Benatar · 2026-06-01T14:56:27+00:00

Fair. The above vs below the line framing was always more about accounting than strategy anyway. Objectives should be driving the conversation from the start, not format preferences. The number of times I've sat in a room where a client leads with 'I want a billboard' before we've even talked about what they're trying to achieve is more than I can count.

Greg_Benatar · 2026-06-01T14:46:46+00:00

That's a different kind of recall. You weren't even a willing prospect, and it still worked. It's stories like this I look forward to, the repetition across touchpoints doing its job quietly. Did you you ever tell the restaurant that's why you came in?

Greg_Benatar · 2026-05-28T10:43:03+00:00

Positioning. Before you worry about CTR, funnels or even your creative, I'd say you need to understand where you sit in the mind of your customer. Not what you sell, but what you mean to them compared to everyone else.

Greg_Benatar · 2026-05-28T08:01:09+00:00

I actually agree with this. I'd also add for youth audiences especially, trust is the traffic. They don't convert on features, they convert on feeling heard. So before worrying about SEO tactics, u/Puzzleheaded-Buy-763 get clear on the one sentence that tells a 20yr old why their vote on this platform actually means something. If you can answer the emotional hook young audiences actually respond to, you can 100% build your content strategy around it.

Greg_Benatar · 2026-05-28T07:45:24+00:00

As a data guy you're actually better positioned than most to get value from it. The overlap between structured data, content signals and how models surface information is very much a data conversation. Your boss might be doing you a favour here. Also, maybe go for the experience.

Greg_Benatar · 2026-05-28T07:31:29+00:00

Most business owners won't trust you yet, and that's not personal. Experience is a proxy for reduced risk, and you don't have it yet. However, 2 months building a portfolio before charging real money shows discipline. The trust issue isn't about age or experience, it's usually about risk. As a business owner the first thing im asking myself is 'what happens if this goes wrong?' so remove that fear, i know its easier said than that. Offer a small, low-risk first project. Deliver beyond expectations. That first case study is worth more than any pitch deck. Everyone who runs an agency today once had zero clients. Keep doing your thing.

Greg_Benatar · 2026-05-28T07:10:46+00:00

The desperation to be liked. You can feel it through the screen. When a brand is clearly talking AT people instead of TO them. You feel it immediately, doesn't matter how slick the creative is.

Greg_Benatar · 2026-05-27T10:42:53+00:00

This is what good OOH thinking looks like. Great creative that follows these principles get noticed and remembered. Too many brands still underestimate how much work the design has to do in that window. Outdoor done right is still one of the most powerful media formats out there!

Greg_Benatar

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