Product News | October 11, 2021

Digital Signage in a New York Minute: An interview with Susie Zimber

Women In Tech
Susie Zimber

I asked Susie Zimber, National Account Executive at Zoom Media, to pick a lunch spot close to her office. Nestled in Murray Hill, she opted for a diner that would be quiet enough for me to record our conversation about all things digital. As we sipped our matzo ball soups, a perfect dish for the chilly day, the svelte blonde dressed in a black ensemble candidly explained why she is so passionate about the digital out-of-home space. Her polite yet nimble nature makes such an excitement infectious.

“At the start of my career, the out-of-home industry was all about static media, like billboards, bus shelters and coffee sleeves,” stated Susie, as she recalled wondering what would be next to keep clients interested and wanting to spend money in OOH versus other media formats. “I remember playing a game of lacrosse when suddenly the football field’s Jumbotron was activated, allowing everyone to see my player stats on the big screen. From then on, I thought digital would be the way of the future.”

Upon graduating with a major in Communications from Boston College, Susie moved to New York City to become an Ad Sales Assistant for Men’s Health Magazine. The daughter of a professional tennis player and talented athlete herself (Susie had a full college scholarship thanks to lacrosse) Susie was naturally drawn to the magazine’s content. While working at the publication, her interest in outdoor media was piqued by her boyfriend-turned-husband’s internship at Clear Channel Airports, leading her to accept a position at Zenith Media as an out-of-home buyer for brands such as Verizon.

Embracing a “young and fun industry” along with a work hard, play hard attitude, Susie took on an opportunity at Kinetic where she spent several years working with clients like DKNY, Chanel and American Express. Jumping from the agency to network side of the business, Susie stayed true to the fitness root of her career path by joining Outcast Fitness Network before taking her current role at Zoom Media. “I love working for Zoom because I’m selling something I believe in,” gushed Susie. “I am a target consumer myself, visiting health clubs in the morning or on my way home after work.”

Like many young professionals, Susie goes to the gym and supermarket after her day at the office, gets home late, eats dinner and goes to sleep. “What I watch on TV is DVR and while I still read magazines, I consume the rest of media online through my computer and mobile. Content is up-to-the minute, relevant and serves the urgency created by people who want something right when they need it. Everything is merging into digital – it can only go up from here.”

Susie’s inclination toward the combination of digital, health and fitness became even more apparent as she spoke about Zoom Cardio, a network of touchscreens that track gym-goers’ workouts. “Zoom Cardio engages people by allowing them to plan their playlists at home, watch on-demand programming and live TV at the gym. It even provides a virtual interactive option to, for example, run through the Grand Canyon as the treadmill mimics its terrain,” said Susie. “At the end of the day, we want to help consumers get through their workouts, achieve their goals and leave the health club feeling good.”

People working within the digital signage industry should feel good as well. Susie believes it is an exciting time to be in digital and advises everyone to stay in the game to see what occurs from constant technology advances. “Hold on,” she grinned, “it’s going to be a crazy ride”.

About Susie

Susie Zimber took a position at Zoom Media & Marketing in October of 2012.  She brought to Zoom a blended background of OOH sales and agency experience previously from Outcast Fitness, Kinetic WW and Zenith Media.  At the end of the day she understands the shared struggles of her agency partners and clients and knows how important it is to be a resource to those in need of her help and enjoys working alongside them to deliver the objectives of the campaign from start to completion.  2014 has already proven to be a big year for Zimber as she is already pacing beyond her sales goal as of March 15th!

Zimber is a graduate of Boston College with a BA degree in Communications.  She currently lives with her husband on the Upper East Side of Manhattan and enjoys going to the gym (of course!), running in Central Park, watching movies and hanging out with friends and family.

Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Back-to-school season isn’t just about new notebooks and sneakers—it’s one of the biggest retail moments of the year. In fact, next to Black Friday, it’s the second-busiest shopping event, with sales expected to reach $84.5 billion in 2025. It’s a key moment for brands to drive both in-store and online traffic.

According to the National Retail Federation, 67% of back-to-school shoppers had already started shopping by early July, up from 55% last year and the highest early start since the NRF began tracking it in 2018. The early start is partly driven by economic concerns: 51% of families say they’re shopping earlier this year to avoid potential price increases due to tariffs or inflation.

With shoppers active early but still open to influence, this season presents a key opportunity for advertisers to stay top of mind throughout the entire purchase journey. DOOH advertising helps brands do just that—reaching shoppers in real time with contextually relevant messages near retail locations, on transit routes, and in everyday environments where purchase decisions happen.

With families actively hunting for value and wrapping up their shopping lists, DOOH offers a smart, scalable way to connect with them. Here’s how to maximize your back-to-school campaigns this season.

Strategies for effective back-to-school OOH advertising

Targeted ad placements

Location matters—and when it comes to driving real-world action, proximity pays off. According to the OAAA, 30% of consumers have recently noticed OOH ads providing directions to a business. Of those, 51% visited the business, and 93% made a purchase, highlighting the power of timely, well-placed messaging to convert attention into action.

With 62% of back-to-school shoppers planning to visit two or more physical stores this season, strategic DOOH placements offer a direct way to influence purchase decisions in real time. By meeting consumers where they live, move, and shop—on commutes, in stores, and during everyday errands—advertisers can stay top of mind throughout the entire path to purchase.

  • Urban panels and transit stations reach students, teachers, and parents as they navigate city streets or commute to school and work—making them ideal for building awareness early in the shopping cycle.
  • In-mall screens and big-box retail placements reach consumers at the point of decision, when new clothes, school supplies, and electronics are already top of mind. These locations offer both high dwell time and strong purchase intent.
  • Grocery stores and pharmacies are high-frequency stops for families throughout the season. Placing DOOH ads in these environments helps reinforce messaging around snacks, lunch prep, personal care, and other everyday essentials.
  • Near college campuses, DOOH campaigns can engage students and educators gearing up for the semester, with messaging focused on dorm furnishings, laptops, and classroom supplies.
Tesco’s back-to-school campaign via Clear Channel UK.

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their impact—especially as inflation continues to influence how households prioritize their spending. According to the National Retail Federation, nearly half of back-to-school shoppers are delaying purchases to wait for better deals, making context-aware messaging more valuable than ever.

DOOH ads tailored to contextual settings or time-specific discounts can help capture a shopper’s attention and inspire action—whether it’s a limited-time offer near a big-box store or a reminder to stock up on supplies during the afternoon commute. You can take that agility even further by incorporating dynamic creative, allowing your messaging to automatically adapt based on real-time conditions.

Thanks to continued advancements in programmatic digital out-of-home (pDOOH), triggering dynamic ads is easier than ever. Advertisers can activate creative based on factors like weather, traffic conditions, time of day, special offers, or even nearby events. In some cases, ads can even be triggered by inventory status, such as displaying promotional discounts when a store has an overstock of merchandise.

Timing is key—schedule ads during the moments your audience is most likely to engage, like morning and afternoon commute windows, weekend shopping rushes, or after-work errand hours, to ensure your message reaches consumers when it matters most.

H&M promotes the back-to-school season during commuting hours via JCDecaux.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from The Harris Poll and OAAA, 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers to direct visits to advertiser websites and social media platforms. 

Integrating QR codes or short URLs into OOH ads can encourage viewers to visit an online store or follow or engage with a brand on social media to access a promo code for B2S shopping. Social media contests or giveaways with a B2S theme promoted on OOH creative can further drive engagement and increase a brand’s following.

Interested in getting started with DOOH this back-to-school shopping season?

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action. 

Explore curated audiences in our Retail package here!