The July 31, 2017 OAAA Outlook has a fascinating slide comparing US out of home revenue growth with other forms of media.  US out of home revenues are projected to decline from 3% growth in 2016 to 1.9% growth in 2017.  Slowing growth is nothing to get excited about but but all the other forms of traditional media (TV, Radio, Newspaper and Magazine) are projected to shrink.

Insider speculates that advertisers are switching their radio, TV, newspaper and magazine dollars to digital advertising but are reluctant to switch location based billboards (Cracker Barrel, exit 37) online.  Clients come off Insider’s billboards for lots of reasons – “too expensive”, “we’ve closed our local office”, “we found another billboard closer” –  but Insider has never heard “we’re switching this money to online advertising”.

[wpforms id=”9787″]

Paid Advertisement