A study by PwC projects US outdoor growth at 4.3%/year for 2016-2020. Digital will become a larger percentage of the total US outdoor spend but static boards will remain stable as you can see from the following chart.
Insider’s take: Static outdoor isn’t going away for three reasons.
- Many communities like Seattle and Indianapolis prohibit digital signs and seem to have no plans to do digital.
- Low-revenue billboards can’t support the $250,000 costs of a digital retrofit.
- It makes no sense to retrofit freeway signs in non-congested areas with digital when drivers drive by at 80 miles an hour and only see one flip.
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