Atlantanews Online

In the bustling world of media acquisitions, few stories captivate as much as the rise of Trailhead Media, a new out-of-home media company. From its humble beginnings in July 2020, the company has skyrocketed to prominence, acquiring a staggering 40 companies in less than three years and amassing 3,135 statics, 258 digitals, and 20 tri-visions through their portfolio.

John Murrow, COO of Trailhead Media, painted a vivid picture of the company’s inception, recalling how they started with no employees or assets but swiftly embraced a growth strategy. Their employee count has surged to 63, with assets spread across 10 states. Murrow emphasized the company’s digital focus from the outset, noting that their first acquisition comprised 63 digitals and only about 35 statics.

Beyond Trailhead’s savvy approach to identifying valuable inventory, their operational focus propelled their growth even further. “Getting onto the Apparatix platform, which offers fully integrated ERP software for OOH management, was huge. That allowed us to take all these different companies, get them into one format, and be able to manage all the assets without spreadsheets and QuickBooks,” Murrow remarked.

Murrow detailed the evolution from rapid growth to a more strategic approach. He highlighted the significance of filling gaps in their footprint and carefully evaluating each acquisition’s contribution to the overall growth plan. “We’re constantly looking at our map and where there’s holes,” said John, painting the picture of how meticulous Trailhead has been in growing their inventory portfolio.

Reflecting on the challenges posed by different operating styles within acquired companies, Murrow stressed the importance of communication and continuous learning. He shared insights gained from post-acquisition meetings, likening them to military after-action reports, where they discuss what went well, what went wrong, and areas for improvement.

Trailhead Media aims to continue its growth through acquisitions, digitizing statics, and expanding programmatic revenue. Trailhead’s recent partnership with Screenverse, one of the largest networks of digital screens in the physical world, further solidifies the company’s commitment to staying at the forefront of industry trends.

Murrow highlighted the efficiency of programmatic advertising and its role in attracting national brands with larger budgets. The Screenverse partnership, in particular, has opened doors for Trailhead to engage with major brands, providing a vision for the future that extends beyond traditional advertising methods.

The interview underscored Murrow’s belief that programmatic advertising will play a pivotal role in the industry’s evolution over the next three to five years. As Trailhead continues to navigate the complex landscape of outdoor advertising, its embrace of programmatic advertising emerges as a strategic move, positioning the company at the forefront of innovation and adaptability in an ever-changing industry.

Murrow offered advice to fellow independent billboard operators, emphasizing the importance of good people, strategic planning, and adapting to change. Trailhead Media’s journey is one of resilience, strategic vision, an unwavering commitment to clients, and innovation.

Read more about Screenverse’s billboard partnerships here: https://www.screenversemedia.com/services/digital-billboards

Media Contact
Company Name: Screenverse
Contact Person: Jessica Silva
Email: Send Email
Country: United States
Website: https://www.screenversemedia.com/