An interview with CEO, Diana Stevenson
In this deep dive with Diana Stevenson, CEO of Grace Outdoor–a locally owned, family based billboard company in South Carolina, we explore how the company has navigated and thrived in the evolving digital billboard industry. Grace Outdoor stands out as a prime example of an independent operator that has leveraged technology, strategic partnerships, and ongoing education to drive success. With a focus on maximizing flexibility and meeting the growing demands of advertisers, Grace Outdoor is carving out its space in an industry traditionally dominated by large national players.
The Power of Independence: Local Expertise with a National Reach
The strength of Grace Outdoor lies in its ability to operate independently while still competing on a national scale. As a locally rooted operator in the Southeast, the company taps into its deep knowledge of the regional market, allowing for hyper-local targeting that makes independent operators so effective.
This unique balance of local expertise and national reach positions Grace Outdoor as a trusted partner for advertisers seeking authentic connections with regional audiences. By seamlessly integrating its offerings into larger nationwide campaigns, the company aligns localized insights with broader marketing strategies, ensuring that campaigns resonate on both local and national levels. Being part of a larger network of independent operators further enhances this capability, allowing them to fit effortlessly into expansive advertising efforts. “We know these communities,” says Diana Stevenson, CEO of Grace Outdoor. “We understand the local dynamics and can create campaigns that truly resonate. And now, with the Screenverse + Apparatix partnership, we can also offer the scale and flexibility that advertisers expect on a national level.”
Partnerships with Apparatix and Screenverse: Leveling the Playing Field
Prior to working with Apparatix, independent operators were limited in their ability to provide reporting and data that mattered to advertisers. As Diana explained, “I think that was harder in the beginning for independents to do because we didn't have the technology. This technology allows us to leverage the same reporting that larger companies have been able to provide and that the national agencies and advertisers are used to seeing”. Before integrating Apparatix, managing 59 digital faces and multiple ad campaigns was a labor-intensive process that required manual scheduling and monitoring. Apparatix's technology, however, automates this workflow, simplifying everything from ad scheduling to content management, which has enabled Grace Outdoor to focus more on what really matters: expanding their business rather than getting mired in daily operations.
Additionally, being part of the Apparatix + Screenverse partnership has allowed Grace Outdoor's inventory to be included in national campaigns—opportunities they might have otherwise been overlooked for. Diana explains, "I feel like it levels the playing field. Our inventory speaks for itself—it’s not better or worse than a larger company's inventory. With all the data available for advertisers to see the value of our screens, it doesn’t matter what name is on that inventory as long as it meets the advertiser's needs. That’s what Screenverse and Apparatix help us do”. By partnering with Screenverse, Grace Outdoor has expanded its reach and access to national buyers, all while benefiting from advanced programmatic capabilities. “We did discover now that since we've been working with Screenverse, it's been a threefold increase since last year.” This partnership has tripled Grace Outdoor's business by allowing them to offer the same level of flexibility, reporting, and data transparency that large national advertisers demand.
The Role of Continuous Education: The Impact of Apparatix Unleashed
Education remains critical in the fast-evolving world of DOOH, and Grace Outdoor's success is due in part to its commitment to staying on top of industry trends. The Apparatix Unleashed annual conference plays a significant role in this, offering industry insights and practical strategies for operators to implement in their daily operations.
At Apparatix Unleashed, operators had the opportunity to sharpen their skills with APX tools, review best practices for streamlining inventory management, and learn how to effectively integrate into the programmatic ecosystem, ultimately driving significant revenue growth. For Grace Outdoor, this was an invaluable experience, painting a clear picture of how Screenverse's programmatic expertise and Apparatix's billboard software is an incredible value add for independent operators.
A crucial element for successful DOOH campaigns, according to Grace Outdoor, is the understanding that creative details are key. It’s not just about having an ad—it’s about truly understanding the medium you’re designing for. The success of a digital billboard campaign heavily relies on how well the creative aligns with the platform. Future education should focus on the massive impact of creative quality in digital billboard ads—up to 70% of an ad’s effectiveness comes from its design. By providing guidance on best practices for engaging visuals and smart content creation, operators and advertisers can make their campaigns stand out and resonate with their audience.
Looking Ahead: Independent Billboard Operators and the Future of DOOH
The journey of Grace Outdoor offers valuable insight for other independent operators: the right technology, partnerships, and continued education can transform a business. As the digital billboard space becomes increasingly data-driven, independent operators must leverage technology like Apparatix, embrace programmatic advertising, and build strong partnerships with companies like Screenverse to stay competitive. As Diana notes, "Programmatic is flexible, it’s fast, and that’s something that will continue to grow in importance. We're bullish on it and very excited about the trajectory." With a bold vision and the right tools in place, Grace Outdoor is leading the charge toward continued success in the ever-evolving digital billboard landscape.
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