On last week’s Lamar Advertising earnings call an analyst asked Sean Reilly why out of home is doing so well and he said this.

There is share shift going on…You’ve heard me over the years talk about what’s going on with local media as they struggle with their audience.  You see eyeballs eroding for local network affiliate television, you see audience erosion for radio and clearly newspapers are struggling.  So we’re getting that.  That business is coming our way.  I can’t wrap data around what I’m about to say but I think there’s also something happening in the world of digital on the small screen – what you see on your phone, mobile, social.  The Apple crackdown on privacy and data has shifted dollars around in the digital world.  I think some of that is coming our way.  It doesn’t take very much to move our world.  When you think about issues around privacy and brand safety which are affecting how people feel about some of their social mobile spend, we don’t have those issues…The other thing that’s happen in digital is programmatic is providing real digital demand…We’ve got secular tailwinds going on…the whole out of home industry is benefiting…When I think about rate I look back 15 years.  The last time we were able to see these kind of rate increases was the mid-2000’s.  And we haven’t been able to talk about rate since the great recession.  And we’ve been living in a 2% world…When haven’t been able to talk about rate for a decade.  When we sit down and talk to our customers now they expect it.  They expect the ask.  And we’re asking.

Billboard Insider’s take:  Are you asking?  Out of home doesn’t have privacy issues or brand safety issues.  You’ve probably seen inflation in your input costs.  Are you asking clients for a rate increase?

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