Yesterday Insider listed the 10 markets with the highest out of home share of the 2016 local ad spend.  Today Insider lists the 10 markets with the lowest out of home share of local ad spend.  Out of home averaged 10% of the local ad spend in the 63 markets Insider examined so the markets below are well under the national average.

OAAA members can look at the raw data at this link.

Sources: Kantar, OAAA.

Insider suspects that most of these markets have tight restrictions on billboards or prohibit digital billboards.  Portland is a good example.  Seattle, which just missed this list also has a tough sign code and prohibits digital billboards.

Why are these out of home markets underperforming on out of home’s share of the local ad spend.  Let Insider know using the comment form below.

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