With all of the factors driving digital signage growth, the demand for out-of-home billboard inventory has risen to levels unseen since the dot-com days of the late ’90s - aka the "Roaring Ninety's". In 1999, billboards were selling at rate-card prices as opposed to the typical 25% discount. Higher demand causes buyers to book desirable locations earlier -- which means marketers often have to plan their out of home before TV.
“It’s certainly tighter than it has been, but, you know, the economy’s tighter than it’s been as well,” said Jack Sullivan, director of out-of-home media for Publicis Groupe's Starcom USA. Other media buyers agreed that they’re seeing a growing number of marketers add outdoor to their media mixes, or increase existing spending in the area.
Chicago, Los Angeles and San Francisco are more or less sold out through the end of the year, although there remains room in Atlanta, Boston, New York and Philadelphia. Some buyers worry sites are getting picked over -- and say it’s not unusual for them to be booking locations into the middle of 2006.
According to the latest figures, the first half of the year notched 9% outdoor growth, according to TNS Media Intelligence; Nielsen Monitor-Plus reports a 6.9% rise.
Digital Signage solves many of the problems identified above. In our opinion, many static billboards warrant a change to an electronic format. With electronic billboards - you can sell under short notice, you have more inventory, you don't need crews to change advertisements because they're not physically printied on vinyl.
Please contact us to discuss your electonic billboard(s) project. Webpavement has been contracted for electronic boards in Washington DC, Times Square, Ohio, Madrid and other locations.