Billboard Insider sat in on yesterday’s OAAA webinar Ad Market Outlook: Year End 2024 + 2025 Forecast.  During the webinar, Vincent Letang, MAGNA EVP Global Market Intelligence presented an updated  US out of home revenue forecast.  OAAA members can access the powerpoint and webinar via the OAAA website.  A couple slides caught our eye.

5% growth is the new normal

MAGNA expects quarterly US out of home ad revenue growth to accelerate in the last half of 2024 with out of home growth of 5.3% for the full year.

Street Furniture and Transit will grow faster than Billboards

MAGNA projects billboards to grow 4.6%/year for 2025-2028 versus 6%/year growth for street furniture and 6.7%/year growth for transit.  Vincent Letang, Magna EVP Global Market Intelligence explained: “The reason why we expect street furniture and transit to grow revenues slightly faster than roadside billboards is because of the limitations of roadside billboards in terms of digitization and programmatic…less restrictions when it comes to street furniture and transit inventory and therefore the additional revenues generated by digital and programmatic will make more of an impact in those segments in those environments.”

Billboard Insider’s take:   Not sure we’d bet against roadside billboards, especially the roadside billboard plants run by the independents we know.  They are achieving growth well in excess of 5%.

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