Veteran Out-of-Home Advertising Exec Shares Career Insights

Keith Horton reflects on 44 years of selling billboards and digital displays.

Published on Feb. 5, 2026

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Keith Horton, the retiring General Sales Manager of Allison Outdoor, shares lessons he's learned over his 44-year career in the out-of-home advertising industry. Horton discusses the importance of treating customers well, listening to their needs, and selling advertising solutions that truly fit their goals. He also highlights common mistakes sales reps make, as well as strategies that have led to successful campaigns for his clients.

Why it matters

Horton's insights provide valuable guidance for current and aspiring out-of-home advertising sales professionals. As the industry continues to evolve with the rise of digital billboards, his perspectives on best practices can help sales reps deliver effective campaigns that drive results for their clients.

The details

Throughout his 44-year career, Horton has learned that the key to successful out-of-home advertising sales is treating customers well and truly understanding their needs. He emphasizes the importance of listening to clients, asking open-ended questions, and proposing solutions that align with their goals. Horton also cautions against common mistakes like failing to listen or trying to push inventory that doesn't fit the client's needs. One of Horton's proudest sales achievements was securing a contract with the Dick James Law Firm in Greenville by using a creative presentation technique he had learned. As the industry shifts towards more digital out-of-home advertising, Horton stresses the importance of maintaining brand consistency across campaigns to ensure maximum impact.

  • Horton is retiring after a 44-year career in the out-of-home advertising industry.

The players

Keith Horton

The retiring General Sales Manager of Allison Outdoor, a veteran of the out-of-home advertising industry with 44 years of experience.

Lance Bell

A sales representative who used a creative newspaper presentation technique that Horton later employed to successfully sell advertising to the Dick James Law Firm.

Dick James Law Firm

A client that Horton secured a contract with in Greenville, South Carolina, using a presentation technique he had learned from a colleague.

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What they’re saying

“I've always said: treat customers the way you want to be treated. Be real and put yourself in the customer's situation.”

— Keith Horton, General Sales Manager, Allison Outdoor (billboardinsider.com)

“A genuine personality. Listening to the customer. Selling boards you truly believe will work for them—and help with the artwork, which is the most important part of the campaign.”

— Keith Horton, General Sales Manager, Allison Outdoor (billboardinsider.com)

“Not listening to the customer—and trying to push inventory that doesn't fit the client's needs. The Reps need to ask Open, Broad questions and let them take you down the sales funnel. If you do that, they will reveal what their needs are, and if you can help.”

— Keith Horton, General Sales Manager, Allison Outdoor (billboardinsider.com)

What’s next

Horton plans to enjoy his retirement after dedicating over four decades to the out-of-home advertising industry.

The takeaway

Horton's career-spanning insights underscore the importance of prioritizing customer relationships, active listening, and proposing tailored solutions in the out-of-home advertising sales profession. His experiences offer valuable guidance for sales professionals navigating an evolving industry landscape.