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The Resilience of Out-of-Home Advertising: Insights from Mark Boidman at the IBO Conference ​

The Resilience of Out-of-Home Advertising: Insights from Mark Boidman at the IBO Conference ​

The Resilience of Out-of-Home Advertising: Insights from Mark Boidman at the IBO Conference

Out-of-home advertising has proven to be a resilient form of advertising even during economic downturns. This was highlighted by Mark Boidman, Solomon Partners‘ Global Media Group Head, during his speech at the recent IBO conference in Houston.

Boidman noted that longer-term leases with low fixed rents and portfolios with many long-performing leases were key factors that M&A firms look for in out-of-home advertising assets. He also advised that now is an excellent time for buyers to invest in assets, as public multiples may decrease temporarily, but they will likely rebound in the future.

These comments by Boidman reflect the overall sentiment among industry experts who believe that out-of-home advertising is not only robust but can also thrive during tough economic times. Out-of-Home advertising has been shown to be relatively recession-proof compared to other advertising mediums. During an economic downturn, media companies tend to decrease their ad spend, leading to a decrease in demand for advertising space. However, out-of-home advertising can still reach consumers who are out and about, even during a recession, making it a valuable option for advertisers looking to maintain their presence in the market.

Another reason why out-of-home advertising has proven to be resilient is its adaptability. It can adapt to changing consumer behavior and technological advancements, such as the rise of smartphones and social media. For instance, some DOOH campaigns now use facial recognition technology to deliver personalized advertisements to consumers in real-time.

Out-of-home advertising is a robust and adaptable industry that has proven its resilience during economic downturns. With the right investment strategy, it can provide excellent returns for buyers, especially during times when public multiples are low. As Boidman said, “We do see public multiples coming down, but we do think they will come right back up.”

Billboards: The Privacy-Focused Alternative to Social Media

Billboards: The Privacy-Focused Alternative to Social Media

In recent months, the growing distrust of social media and increased regulatory scrutiny on big tech companies have led to a decline in user trust, particularly with platforms like TikTok. According to an Insider Intelligence survey, only 24% of users believe TikTok will protect their data in 2022, with 23% for Twitter and a meager 18% for Facebook.

 

The AMERICA Act, a bipartisan effort, was recently proposed to eliminate conflicts of interest in digital advertising by targeting platforms with both buy-side and sell-side operations. It seeks to protect competition in the $568 billion digital advertising economy and aims to erode the “rampant conflicts of interest” that big tech companies like Google, Meta, Amazon, Apple, and Microsoft have enjoyed for years. With more stringent regulations in place, smaller ad tech companies will have the opportunity to disrupt the dominant status of big tech giants in the advertising market.

 

The disruption and distrust in digital advertising have correlated to the recent resurgence in the billboard industry. In 2022, the billboard industry witnessed a 20.7% increase in revenue, partly due to its ability to preserve user privacy and combat digital fatigue.

 

Billboards offer a privacy-friendly alternative to digital advertising, as they don’t collect personal data like social media platforms. With growing distrust in big tech and social media, the billboard industry is well-positioned to capitalize on shifting consumer preferences and increased regulatory scrutiny on digital ads.

Revenue from Out of Home Advertising Increases by 20.7%, Surpasses Pre COVID Record Set in 2019

Revenue from Out of Home Advertising Increases by 20.7%, Surpasses Pre COVID Record Set in 2019.

Out-of-Home Advertising (OOH) has become the year’s fastest-growing medium, with revenue hitting a record high of $8.6 billion in 2022, surpassing the pre-COVID record set in 2019. According to data from the Out-of-Home Advertising Association of America (OAAA), OOH revenue increased by 20.7% compared to the previous year, and digital out-of-home (DOOH) jumped by 24.2% YoY. All four categories of OOH, namely Billboards, Street Furniture, Transit, and Place-Based, experienced double-digit growth. Vincent Letang, EVP, Director of Global Forecasting for Magna Global, pointed out that the perception of OOH as scalable, addressable, and brand-safe makes it an attractive channel for marketers in 2023 and beyond. The growth in OOH advertising has been driven by a range of factors, including DOOH’s ability to reach a larger audience, as well as the creative platform’s power on national, regional, and hyperlocal levels. The top 10 advertisers in 2022 were Apple, McDonald’s, Amazon, Panera, Google, American Express, T-Mobile, Disney, Coca-Cola, and Universal Pictures. Apple took the top spot with a 27% increase in investment from 2021.

According to the OAAA data, 88% of the top 100 OOH advertisers increased their OOH spending from 2021, while 24% of the top 100 OOH advertisers more than doubled their spending. The technology or direct-to-consumer brands accounted for 26% of the top 100 OOH spenders. The impressive growth of OOH advertising shows no signs of slowing down, and industry experts expect that it will remain an attractive channel for marketers in the coming years. As businesses look to expand their reach and engage with audiences in new and innovative ways, OOH advertising is expected to play a vital role in their marketing strategies.

Q4 Reports From CCO, Lamar, and Outfront

Q4 Reports From CCO, Lamar, and Outfront.

Clear Channel Outdoor Holdings, Inc. had a strong year, driven by healthy demand from advertisers and a rebound from the pandemic, particularly from digital assets in the Americas and Europe, The company plans to focus on expanding its digital footprint, strengthening data analytics, and improving customer experience to improve revenue and gain business leverage. Additionally, Clear Channel is reviewing strategic options for its European businesses and plans to expand financial reporting to four segments to reflect changes in business management and resource allocation, with the goal of driving improved operating and free cash flow and value creation for shareholders. CCO Q4

Despite weakening demand from national customers, Lamar Advertising Company announced its operating results for the fourth quarter with net revenue increasing by 8.26%. Lamar reported solid financial results for the fourth quarter, with strong local sales helping them exceed their guidance range for full-year diluted AFFO per share. Looking forward, the company anticipates solid revenue growth for 2023, with full-year diluted AFFO per share expected to be between $7.40 and $7.55, despite interest expense posing a significant challenge. CCO Q4

OUTFRONT reported strong financial results for the fourth quarter of 2022, with reported revenues of $494.7 million, a 6.5% increase from the prior-year period, and adjusted OIBDA of $153.7 million, a 1.7% increase. Despite macroeconomic uncertainty, OUTFRONT achieved significant growth in 2022, with revenues increasing over 20%, adjusted OIBDA nearly 40%, and a record amount of digital inventory added. OUTFRONT expects to continue growing revenues, adjusted OIBDA, and AFFO in 2023. OUTFRONT Q4

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SignValue Celebrates International Women’s Day

SignValue Celebrates International Women’s Day

OOH Today has released its annual shortlist of the Top Women Driving Growth in Out of Home. The list includes 24 accomplished women in various roles, including salespeople, executives, presidents and luminaries, who have been making a difference in the industry. These women are a driving force in the OOH industry, bringing new perspectives and ideas that help revitalize old approaches and prevent stagnation. One of the women on the list is Cynthia Beiler, a Regional Vice President at Adams Outdoor Advertising. She specializes in developing and implementing sales strategies that help accelerate profitable growth. She believes that the key to taking a bigger slice of total ad spend is enhancing the sales approach and conversation to increase the value of OOH in the mind of buyers. Claudia Damas, CEO and Partner at Altermark, is another woman on the list. She has over 20 years of experience in the Latin America OOH markets and is currently focused on developing the industry on a global scale. Dawn Del Mastro Chruma, CEO at Del Mastro Outdoor, and Alice Gogh, SVP Strategy, Innovation & Product at Captivate, are also on the list. All of these women are passionate, accomplished and they serve as examples of how diversity can help bring new ideas and perspectives to an industry.

At SignValue, we understand the importance of diversity and believe that it is crucial to the success of our industry. By bringing together individuals from different backgrounds and perspectives, we can create innovative solutions and drive growth in new and exciting ways. We congratulate all the women on this year’s list and are inspired by their dedication, leadership and innovation. We are committed to continuing our support of women in the out of home industry and look forward to a bright future of progress and success.