Yesterday’s election has two implications for out of home.

Four more states – Arizona, Montana, New Jersey and South Dakota – legalized recreational marijuana and Mississippi approved medical marijuana.  This means more marijuana advertising dollars for the out of home companies in those states.  15 states have legalized recreational marijuana.

California voters approved an additional privacy initiative which creates $10 million/year in funding for a state agency to enforce internet privacy rules and tightens the existing California law.  The measure will go into effect in 2023.  Tighter privacy rules will both help and hurt out of home.  It will help out of home if the tighter rules limit the ability of online companies to track and feed target ads to consumers without their consent.  Maybe the online ad dollars will come to out of home.  It will hurt out of home if tighter privacy rules impact the quality of the cell data and other data that out of home companies buy to incorporate into their own sales platforms.

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