Here are the results of Billboard Insider’s reader poll on digital billboard lease up and occupancy.  A large majority of Billboard Insider readers said it takes 6 months or more for a new digital billboard to get to full occupancy.

70% was the most popular opinion as to what reasonable occupancy is for a digital billboard.

Billboard Insider’s take:  80% might be a normal benchmark for out of home occupancy but Billboard Insider readers think that 80% is too high because digital ad contracts tend to be shorter than the usual year long static ad contracts as well as the fact that you must sell 8 digital flips per face as opposed to just 1 static face.  Occupany can also vary dramatically depending on how many digital billboards are built in a market because each new digital adds lost of incremental flips which must be filled.

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