eMarketer projects a 5.1% increase in 2016 US ad revenues according to Mediapost. Here’s how it splits out by sector. Digital Media Spending up 15.4% TV ad spending up 5.1%. Outdoor ad spending up 2.6%. Print ad spending down 5% Insider’s take: Not sure why emarketer projects such low outdoor […]
Author: billboardinsider
Company of the Day: View Outdoor
Company: View Outdoor Markets: Indiana and Illinois Headquarters: 1000 E 80th Place, Suite 700 N, Merrillville, IN 46410. Phone: 866-757-8439 View Outdoor was formed by Dean White in 2004. White has previously been the founder and owner of Whiteco Outdoor which was sold in 1998. View owns 575 locations in […]
Limit Outdoor Debt to 3X Gross Revenue
Insider thinks 3 times annualized revenues is a reasonable debt limit for most small billboard companies. Here’s why. If you borrow less than 3 times gross revenue, your plant will be worth more than debt even if revenues drop and multiples contract during a recession. Industry revenues declined 20% during […]
Kentucky Tourism Site installs billboards.
The Wycliffe Mounds State Historic site has installed two large billboards across from the park entranse and two smaller billboards inside the park according to the West Kentucky Star. The billboards were paid for with finding form the Federal Highway Administration, KY Department of Tourism and Kentucky Transportation Cabinent. The […]
Why You Should Record Billboard Leases and Easements.
An unrecorded billboard lease or billboard easement is trouble waiting to happen. Whoever buys the land can allege that the lease or easement is not in effect if it is not recorded. Here’s an interesting case from Wisconsin. A company built a bowling alley and received an easement from the […]
Outfront closes South America Sale to JC Decaux
Outfront Media has closed the sale of all of its equity interests in the Company’s Argentina, Chile, Mexico and Uruguay outdoor plant to JCDecaux. The sale price was $82 million. Revenue and cashflow were not disclosed. Insider’s take: A good thing for Outfront. The market discounts revenue and cashflow from […]
Short Attention Spans Mean Short Copy
The Huffington post is encouraging advertisers to shorten ad copy to reflect shorter attention spans. A Microsoft brain activity study found that between 2000 and 2013 average attention spans dropped from 12 seconds to 8 seconds. Yet between 2000 and 2015 Zenith Optima found that the median number of words […]
Outdoor Advertising Valuations March 2016
The four public outdoor companies were valued at 3.7 times gross revenue and 13.1 times cashflow at March 31, 2016 according the the Yahoo Finance pages for Clear Channel, Outfront, Lamar and JCDecaux. Lamar leads the group at a valuation of 5.8 times revenue and 13.9 times cashflow. Insider attributes […]
Gordon Outdoor
Company: Gordon Outdoor Advertising Markets: Kansas and Oklahoma Headquarters: Broken Arrow, Oklahoma. Phone: 918-636-6474 Gordon Outdoor Advertising operates billboards in Oklahoma and Kansas. Jeff Gordon is the company’s owner. Brian Firth is the company’s in-house graphics artist and production manager. The company operates multiple static, trivision, and LED signs throughout […]
Billboard Designers Say No To QR Codes and Billboards
Insider posted yesterday on QR codes and billboards. Insider thinks QR codes should be used sparingly because they distract drivers. Insider asked billboard design experts Greg Callaham and Melody Roberts what they think. Greg Callaham is an award-winning graphic designer who has designed over 10,000 billboards in a 30 […]
