Shownotes
Out of home media is evolving fast, creating new opportunities for media sales professionals, commercial teams and anyone looking to build a successful career in media.
Episode Overview
Out of home has moved well beyond the traditional roadside poster. Digital screens, programmatic buying and retail media are reshaping how the sector is planned, bought and sold, and they are opening up new career paths for commercially minded people. In this episode of It's A Yes! Making It In Media, Debra Sharron and Jo Wood are joined by Guy Thurlow, co-founder of Next-Gen Media, who built a fast-growing out of home business from a student venture with no industry contacts. Together they explore how the sector works, where the growth is coming from, and the skills and mindset it takes to succeed.
What This Episode Covers
- What out of home actually means and how it fits within the wider media mix
- Why digital out of home is now driving the sector’s growth
- How programmatic buying makes campaigns reactive
- The three routes to market: specialist agencies, mainstream agencies and client direct
- Why relevance and audience understanding often matter more than creativity
- How to break into an insular industry without existing contacts
- The transferable, data-led skills out of home builds and where they can take your career
YES List
Start With Why by Simon Sinek
Debra and Jo recommend this modern classic for anyone in media sales, commercial teams or leadership who wants to pitch with more impact. Simon Sinek argues that people buy the reason behind what you do before they buy the product itself, and that starting with why builds belief and trust. For sellers, it is a practical reframe for structuring pitches around the client's challenge rather than the features of a solution.
Top takeout: Do not open with your product. Start with why it matters to the client, then back it up with the how and the what.
Available at major retailers
Watch Simon's TED TALK here
Get In Touch
Send your questions to [email protected]
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Disclaimer
The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
