How Matthew Bates Makes OOH Campaigns Soar: A President’s Club Spotlight

July 24, 2025

Real-life out of home is a unique advertising medium. And Matthew Bates should know – after all, the Tampa-based OUTFRONT Account Executive standing in this month’s President’s Club spotlight has seen it all over two decades of experience in radio, television, cable, digital, and OOH. We sat down with Matthew to learn how his professional journey is reflected in the impactful advertising solutions he delivers to our clients.

What is your approach to selling OOH and why do you think that’s translated to President’s Club-level success?

My approach centers on understanding each client’s unique business goals and aligning OOH solutions that solve real challenges—not just fill ad space. I take the time to educate clients on how OOH works alongside other channels, and I lean into data-driven storytelling. My success comes from building trust and delivering measurable impact, which keeps clients coming back and referring others.

What is one lesson you’ve learned from a campaign that didn’t perform as expected?

I learned that even the best placements can underdeliver if the creative isn’t strong. We ran a campaign where the client insisted on a lot of small text and multiple messages in one ad. It ended up cluttered and hard to read. That taught me to push harder for creative clarity upfront, even if it means uncomfortable conversations.

What’s the most common mistake you see advertisers make?

Not integrating OOH into their broader media mix. Some advertisers treat OOH as a standalone effort, when its real power comes from reinforcing digital, social, or experiential efforts. It’s also common to see a lack of clear KPIs—brands don’t always define what success looks like before launching.

What excites you in ad tech right now?

I’m especially excited about how XLabs is pushing the boundaries of dynamic, data-informed creative. The ability to tailor messaging in real-time based on things like location, time, or weather allows for more relevant, compelling campaigns. Beyond that, advances in attribution and mobile retargeting are closing the loop in a way that empowers smarter decisions.

How does selling out of home advertising compare and contrast with other products you’ve sold in your career?

OOH is unique in that it lives in the physical world—it's unskippable, ever-present, and delivers brand impact at scale. Unlike radio or TV, which are often background media or subject to ad avoidance, OOH commands attention simply by being there in the moments that matter—during commutes, city walks, or local events. Compared to SEO/SEM, which are intent-based and highly targeted but often short-term and transactional, OOH plays a long game—it builds credibility, recognition, and trust over time.

What I’ve found is that OOH requires a more consultative, strategic sales approach. With digital, you’re often selling clicks and conversions; with radio or TV, you're selling audience ratings. But with OOH, it’s about crafting the right mix of message, location, and format to shape perception and behavior. It’s about visibility and emotional resonance, not just impressions. And when you integrate OOH with digital tactics, it can drive measurable results with unmatched brand lift.

What advice would you give a local small business with regard to out of home?

Focus on location and frequency. As a small business, your strength is your community connection. Use OOH to dominate the areas where your customers live, work, or drive. Keep your message simple—what you do, where you are, and why people should care. Even a few well-placed boards can create outsized awareness locally. And don’t underestimate the power of showing up like a bigger brand—it builds credibility fast.

Finally, what is something interesting about you that’s NOT work-related?

I can juggle.

Let’s put some balls in the air for your next out of home campaign. Contact OUTRONT today.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

Links to third-party content are not endorsed by OUTFRONT Media. Past performance may not be indicative of future results. OUTFRONT does not guarantee specific results or outcomes.