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Scenic America’s 2021 research has found 439,711 billboard sign faces throughout the U.S., and as many as 20 percent of these may be nonpermitted, nonconforming, or illegally modified.

The Out of Home Advertising Association of America (OAAA) reports that there were 343,606 billboard sign faces in the U.S. in 2020.

Despite higher installation costs, the profitability of digital boards provides a powerful incentive for companies to put up as many as possible. With their changing message displays, digital boards allow companies to sell ad space to ten times as many clients as static ones. They also allow advertisers to change content several times a day or week, and from remote locations, at relatively little cost.

For example, Kansas City, MO, considered a proposal for an equivalent seven to one conversion agreement.

A 2011 University of Pennsylvania study, Beyond Aesthetics, showed that homes located within 500 feet of a billboard are worth $31,000 less at the time of sale than those located further away. In addition, every billboard in a census tract correlated with a nearly $1,000 depreciation in home value compared to the city average. The presence of billboards reduces local property tax bases. Attempts by town and county governments to recoup these costs through permit fees and taxes on billboards never succeed in offsetting the lost value.

Energy use: digital billboards waste energy. An October 2019 billboard industry blog stated that one 10 x 30-foot board in Texas used 20,440 kilowatt-hours (kwh) of power per year. By comparison, the average Los Angeles household uses 6,000 kwh per year.

Billboard companies often claim that their platforms help the community by providing free advertising for causes. Such contributions are generally limited to unsold advertising space and are offered to curry favor with local authorities. Donated ad space and Amber Alerts cannot compensate for the threat to public safety or the aesthetic harm done by digital signs. Alternatives exist for emergency communication along highways. Existing government-operated digital highway signs, which have been in place for many years, as well as television and radio, already provide a system for emergency communication.

By a 10 to 1 margin, Floridians prefer reducing the number of billboards over further increases.

64% of the citizens in New Hampshire oppose to billboard advertising on highways, with 53% of total respondents strongly opposing billboards.

62% of Rhode Islanders state that billboards make state roads less attractive, as opposed to 31% who simply felt it made no difference.

96% of Houstonians believe it important to make major improvements in the beautification of the city, and

81% of residents of Houston, TX, favor their existing ordinance banning new billboard construction.69% of Missourians believe that fewer billboards would make their state more attractive to tourists, while just 26% disagreed.

Saving of money: – During the last few years, digitized screens’ prices have fallen down significantly. This is an encouraging sign for the customers who can use the digital screens in a new & innovative manner. In comparison to static billboards, one will be able to advertise in a cost-effective manner. The major impact of digital screens in the world of advertising can be easily noticed.

Retention: – Consumers have an inclination towards digital content in comparison to the static signage. There are several factors behind the same but the main is the tendency of individuals of feeling attracted to color, movement & newness.

addressable, accountable, and attributable

Addressable enables the programmatic activation of a digital advertisement. Accountable measures the effectiveness of the advertisement. Attributable measures the real business outcomes based on the advertisement.

Geopath is a not-for-profit organization that uses data, technology and media research to compute the weekly impressions received by billboard ads. Out of home advertising companies pay Geopath for the ratings. Geopath impressions derive from a complete formula that factors in:The position of the billboard in relation to the roadTraffic volumesThe number of people in each car

The typical billboard sells for a CPM, or cost per thousand impressions, of $5.21, according to PJ SOLOMON. A freeway billboard that gets 400,000 impressions in a 4-week period will be priced at $2,000/period. A billboard on a country road with only 30,000 impressions a month will rent for only $600/period. You can usually get impressions data from your billboard company to verify what sort of CPM you are paying.

About 1,500 feet is the average setback between billboards in many cities. Some cities have no minimum setback or only a 500-foot setback between billboards.

An area with lots of billboards very close together will have lower rates than an area with few billboards.

A whopping 60% of ALL online spending is done while people are outside of the home. Brands should be tapping into this by using data to make OOH messaging and placement contextually relevant and take advantage of the fact that people are now almost always in an active mindset.

Location, environment, time, weather, events, news, sales, social – any data set can be used to trigger contextual messaging in OOH. Recent advancements in the tech to deploy dynamic and programmatic OOH means this is easier than ever to deliver at scale.

Global Energy as a Service Market was valued at US$ 64.51 Bn. in 2021 and is expected to reach US$ 126.68 Bn. by 2029, at a CAGR of 8.8% during a forecast period.

Total digital ad spending will reach $455.30 billion this year. Of that, 55.2% will go to display advertising, and 40.2% will go to search.

As recently as three years ago, the gap between display and search was only around 10 percentage points, but now it is 15, equating to $68.12 billion more in spending for display than for search.

India will lead the pack with a 31.7% ad spend increase and will remain No. 1 in growth at least throughout our forecast period to 2025.

The DOOH market was valued at $41.06bn in 2020 and is set to grow significantly to $50.42bn by 2026 (Research and Markets)

Globally, spending on DOOH is projected to grow from $7.5bn in 2020 to $15.9bn in 2027 (Statista)

49% of consumers noticed digital street level OOH advertising in the past month (Nielsen)

69% of viewers took some sort of action after seeing a digital street level ad. Actions included searching for an advertiser online, visiting the business in person, or posting to social media (Nielsen)

The number of digital billboards in the US increased 43%, from 6,700 in 2016 to 9,600 in 2020 (eMarketer)

69% of viewers that noticed directions to businesses in digital street level ads immediately visited a business after exposure, with 92% making a purchase after visiting the business (Nielsen)