Lamar reported a strong 2022 Q4 financial performance, with a total revenue of $535 million, an increase of 8% compared to 2021 Q4. Lamar’s operating income was $110 million, a decrease of 26% compared to the previous year’s Q4. The company’s net income was $439 million, a 13% increase compared to the previous year’s Q4.
Billboard Insider has calculated the Out of Home market share figures for 2021. See the graph we created below that outlines their findings. The top market share holder is Lamar, but all independents collectively have 25.9% of the market. Source
The OOH advertising industry has made many leaps in advancing creatives and technology. This new 3D billboard brought to us by Disney is an example of the amazing things digital billboards can do. “the LG Times Square billboard with its unique curved design, the 3D content harnesses the power of forced perspective to display imaginative multi-dimensional illusions” (Wilbanks).
Billboard Insider reported that out of home companies are seeing the effect of the recent inflation increase from 1.5-2% annually to 7-8% annually. Input, employee, vinyl, and digital billboard costs have increased and margins will diminish if advertising rates do not follow. Sign owners should plan to see this margin decrease if they have not already
According to OneScreen.ai, OOH is the perfect counterbalance to the digital advertising fatigue that is spreading among audiences globally. In a survey they ran among marketers, 92% are planning to boost their OOH budget in 2022. With the unavoidable noise that comes with paid social and digital ads, it is becoming increasingly difficult for brands to
With the Super Bowl coming up this weekend, there is a lot of talk about the commercials that will be featured this year. OAAA did an analysis on how much exposure could be obtained through an OOH campaign, given the average $6.5 million price tag per commercial for Super Bowl LVI. These were their findings: Assuming a
Written by billboard sales experts, this free download includes five tips that will ensure you maximize the value of your billboard assets so you can sell at the best price possible. This free guide will teach you: 1) The seven factors that make a desirable outdoor billboard location 2) How buyers determine offers 3) Ways
This free download covers six of the main issues you’ll need to consider in order to negotiate the best outdoor billboard lease rate, including: 1) The five factors that make a great billboard location. 2) What to know before your billboard lease renews. 3) Find out what drives market rates for outdoor billboard site leases.
