Kinetic’s Keith “Kappy” Kaplan:

Out of home is a 200 year old startup.

Delta Airlines Molly Battin on digital billboards

It’s a great way to signal real-time what new markets we are opening up…It helps us with the full funnel…we love the reach and exposure that out of home gives us…

Snapchat’s Kenny Mitchell on out of home

We’ve used it as a way to make a bold statement and to complement our marketing mix.

Representative James Clyburn, US House Majority Whip

My late wife was a real astute observer of politics…She told me early on when I first ran for office, whatever form of advertising you do is alright with me, although you must have billboards.  That’s how I got to know so many of the people in your industry…Emily just always insisted that it was not a campaign if it didn’t have billboards…When I’m travelling I tend to read the messages that are on billboards…I look for how many words are used to get across the message and what words are most effective…I do believe that people read them and people are entertained by them…

LUMA Partners Founder Terence Kawaja urging the industry to push harder

For the past 20 years the compound growth rate of the industry has been 2%.  2% is the return for US Treasuries.

Insider’s take: 

Good to have people like Kawaja prodding the industry out of complacency.   Billboard Insider’s calculations show out of home grew at a compound rate of 2.9% for the 20 years ended 2019 versus US GDP growth of  4.0%.  Out of home’s growth rate is only 0.7%/year for the 20 years ended 2020 due to the covid recession versus US GDP growth of 4.3%.  Even when you adjust for covid, the lesson is clear.   It’s only in the last few years that out of home has grown faster than the US economy.  The industry needs to work harder to get a bigger share of ad dollars to grow faster.  Keith Kaplan is right.  Out of home is a 200 year old startup.  The next 10 years with a digital billboard and programmatic transition will be huge.

Here’s our table comparing US Out of Home revenues for the past 20 years versus nominal US Gross Domestic Product.

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