Billboard Insider had a short conversation with Integration Media’s Terry Carmody about the national ad market.

What trends have you seen in out of home markets over the past year?

Its not surprising, but in the larger markets, more and more national dollars are gravitating towards large format opportunities and/or digital opportunities.  Not all campaigns are the same, but plenty of national brands want big statement opportunities that have impact and perhaps social media relevance, while some others are trying to be very nimble and targeted with their dollars, in which case they turn more and more to digital media formats.  Older traditional static OOH (30 sheets, shelters, transit, etc) share of national dollars continues to drop and is being filled up more and more by injury attorneys or local/regional accounts.

Any industry sectors which are showing interest in ooh?

As previously mentioned, the injury attorney category has been growing faster than most categories.  Health care related advertising continue to grow aggressively as well, which isn’t surprising since its over 17% of the national GDP.

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