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June 14, 2016

2016 Outdoor Advertising Outlook -
Remarkably Resilient OOH Keeps on Growing


This 25-page report includes 18 charts and graphics detailing trends in the $7.5 billion Outdoor Advertising category. It's the most comprehensive report you'll find anywhere, offering detail on each of the four types of outdoor: billboards at $4.7 billion, transit at $1.3 billion, alternative (stadiums, malls, etc.) at $977 million, and street furniture at $414 million. Each is analyzed in detail, offering spending history since 2006 and the forecast through 2021. Analysis and detail is also offered on digital signage, which now accounts for 17% of all billboard ads. The report includes three appendices on point-of-sale (POS) signage, state-by-state estimates for local and national spending on outdoor ads, and state-by-state estimates for local and national spending on cinema advertising, which some also consider a part of "outdoor."

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Borrell 2016 Outdoor Advertising Infographic

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