What happens after the billboard sale is often where the real work begins. In this episode, we sit down with Behind The Board founder Becky Smith, a billboard operations specialist who helps independent operators streamline their businesses and reclaim their time. Becky has spent years managing the day-to-day operations of multi-market billboard companies, working directly with advertisers, installers, printers, and owners to keep campaigns running smoothly.

We discuss the operational challenges that can slow growth, including campaign scheduling, advertiser communication, proof-of-performance reporting, billing, documentation, and digital billboard management. Becky shares why many operators don't need more sales—they need better systems and support behind the scenes to handle everything that happens after a contract is signed.

The conversation also explores delegation, scaling an out-of-home advertising business, building efficient workflows, and creating processes that allow owners to focus on growth rather than getting buried in daily administrative tasks.

Whether you're an independent billboard operator, out-of-home advertising professional, or entrepreneur looking to build a more efficient business, this episode is packed with practical insights on operations, organization, and sustainable growth.

Learn more about Becky and Behind The Board:
behindtheboard.io

00:14:32 IBO Growth and Bigger Industry Events

00:18:29 Why Panels Deliver the Most Value

00:20:53 Learning Through Industry Networking

00:23:05 What Successful Billboard Operators Do Well

00:26:16 Bootstrapping vs Private Equity in Billboard Advertising

00:28:20 Why Billboard Businesses Aren't Traditional Real Estate

00:30:08 Growth Challenges and Delegation

00:35:27 Digital Billboards and Industry Change

00:37:13 Consolidation and the Future of Independent Operators

00:40:19 Attribution, Metrics and Advertiser Expectations

00:42:21 The Challenge of Measuring Out-of-Home Advertising

00:45:15 Launching a New Business Venture

00:48:20 Helping Billboard Operators Scale

00:53:02 Entrepreneurial Advice and Taking the Leap

Tags:

billboard advertising, billboard business, out of home advertising, OOH advertising, digital billboards, independent billboard operators, billboard industry, outdoor advertising, billboard sales, business growth, entrepreneurship, private equity, attribution marketing, advertising metrics, billboard conferences, IBO, out of home media

Hashtags:

#BillboardAdvertising

#OutOfHomeAdvertising

#Entrepreneurship

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