The report includes three appendices on point-of-sale (POS) signage, state-by-state estimates for local and national spending on outdoor ads, and state-by-state estimates for local and national spending on cinema advertising, which some also consider a part of "outdoor."
Out-of-Home advertising is the only advertising medium unaffected by the Internet. At $7.5 billion it is one of the smallest advertising media – half the size of radio advertising and one-third the size of newspapers. Yet it’s certainly proven to be the most durable and perhaps the most pervasive. except for a slight dip in 2014, it’s the only ad medium outside of the Internet that’s shown consistent growth since 2008 and the only one expected to show year-to-year growth over the next five years.
Growth is due chiefly to advertisers’ desire to reach our increasingly mobile population. There’s been an explosion of signage on street furniture, public transit, malls, and sports stadiums. Growth is also being sustained by broader creativity and interactive capabilities. An industry once dominated by flat posters is now vibrant with signage that emits sound, scent, and video, or billboards that can “read” the grille of a passing Ford Fusion and deliver a message, “The Chevy Malibu gets more MPG than your Ford Fusion.”
While “digital” can mean disruption for print and broadcast media, it has a very different connotation in the outdoor world. Digital is good - very good. The digitization of signage has allowed a single billboard to go from delivering one poster-type advertisement per month to offering 10 per minute in vibrant, eyecatching brilliance. This year, digital signs will account for 17 percent of all billboard revenue, up from 4 percent a decade ago.
Outdoor is very much a local business. Names such as Clear Channel, Adams, Outfront, and Lamar may be prominent, but the average outdoor company employs 11 people and grosses $3.5 million annually. In all, there are 2,190 out-of-home advertising companies. Even for the big companies, almost two-thirds of ad revenue comes from local establishments.
The industry, however, is not without issues. Legislation in four states has banned billboards, and countless municipalities have instituted some sort of restrictions over concerns about distracted driving or beautification. In addition, the plethora of options has fostered competition that has driven pricing down.
This report details the growth of the out-of-home industry and examines its future - a future that by all accounts is quite rosy.
Chapter 1: Billboards: A Growing Part of Americana
Fig. 1 U.S. Billboard Population and Average Dimensions
Fig. 2 Total U.S. Projected 2016 Out of Home Ad Spending by Category
Fig. 3 U.S. Transit Routes by Type of Vehicle Used, Through 2015
Chapter 2: Digital Marketing Support Components by Category
Fig. 4 Total U.S. Out of Home Ad Spending, 2006-2016
Fig. 5 Total U.S. Billboard Ad Spending, 2006-2016
Fig. 6 Total U.S. Street Furniture Ad Spending, 2006-2016
Fig. 7 Total U.S. Transit Ad Spending, 2006-2016
Fig. 8 Total U.S. Alternative Out of Home Ad Spending, 2006-2016
Chapter 3: Local vs. National
Fig. 9 U.S. Out of Home Ad Spending, National vs. Local Totals
Fig. 10 Total U.S. Out of Home Ad Spending by National and Local Category, 2012-2016
Chapter 4: Digital vs. Legacy
Fig. 11 Total U.S. Out of Home Ad Spending, Digital vs. Non-Digital Share, 2006-2016
Fig. 12 Total U.S. Billboard Ad Sales, Digital vs. Standard, 2007-2016
Fig. 13 Total U.S. Street Furniture Ad Sales, Digital vs. Standard, 2007-2016
Fig. 14 Total U.S. Transit Ad Sales, Digital vs. Standard, 2007-2016
Fig. 15 Total U.S. Alternative Ad Sales, Digital vs. Standard, 2007-2016
Chapter 5: A Look at Some Digital Out of Home
Digital Billboard with Local Info
Digital Billboard with Current Info
Digital Storescapes/Units, Digital Wallscapes
Digital Bus Shelter
Digital Place-Based Networks
Chapter 6: The Future: Forecasting Out of Home’s Next Five Years
Fig. 16 Forecast U.S. Total Out of Home Ad Spending by Category
Fig. 17 Total U.S. Out of Home Ad Spending Forecast, 2016-2021
Fig. 18 Total U.S. Out of Home Ad Spending Forecast, Standard vs. Digital, 2016-2021
APPENDIX A: POS In Your Pocket-Digital Out of Home Goes Mobile
APPENDIX B: 2016 State Level Outdoor Figures
APPENDIX C: 2016 State Level Cinema Advertising Figures
APPENDIX D: Digital Marketing Services Report Sample
About the Publisher