Company: Blanning Outdoor Advertising
Markets: Tennessee, Mississippi, Alabama
Email:ken@blanningco.com
Phone: 615-619-2111
Blanning Company operates a billboard plant with 222 billboard faces including 6 digital units across high-traffic corridors in Tennessee, Alabama, and Mississippi. Billboard Insider talked with Keith Blanning Howell, the company’s founder.
What’s new since we talked last?
Blanning Company LLC continues its upward trajectory as one of the most strategic and growth-focused independent operators in the Southeast. We’ve added 25 new faces, bringing its total to 222 billboard faces, including 6 digital units across high-traffic corridors in Tennessee, Alabama, and Mississippi.
Tell us more about your expansion
We made the strategic decision to expand aggressively this year, citing a favorable regulatory climate and strong advertiser demand. The company recently secured two new permits—today—to build, and plans to install four new faces within the next 30 days. In addition, three more leases have been signed, and permit applications are underway for further builds in 2025. Our occupancy is at 92%, and we’ve begun increasing rates due to strong demand.We expect 100% deployment of our new builds, and the market is responding very favorably.
You’ve got a great digital sign
A major success in the Blanning portfolio is the company’s flagship asset, The Chattanooga Sign, which boasts over 5.8 million people passing by each month. This high-impact digital location continues to deliver premium visibility for top regional and national advertisers and is widely viewed as a cornerstone of Blanning’s growth and brand.
Long term leases and easements
Our latest three lease agreements are for 60 years, locking in long-term value well below current industry rental rates. In addition to long leases, we are purchasing easements to secure permanent control of key locations—with one easement purchase closing this week. This strategy is aimed at further solidifying the company’s asset base and long-term valuation.
Using AI
Active within the Independent Billboard Operators (IBOUSA), Blanning Company recently implemented new operational strategies inspired by the latest IBO conference, including tech-forward planning and AI adoption. The company has begun integrating AI into its design process, using cutting-edge tools to create compelling, efficient ad visuals for clients. We’ve found that AI speeds up the creative process and gives us fresh perspectives, especially on digital ad design. It’s part of how we’re staying nimble and modern in a traditional industry.
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