Billboard advertising has always been a very traditional out-of-home format. Roadside billboards remain the predominant form of outdoor advertising in the US pulling in 66% of total annual revenue. Today, billboard revenue is 73% local, 18% national and 9% public service ads.
Street furniture spans many different niches: bus shelters, news racks, mall kiosks, transit stops and phone booth advertising. You most commonly see street furniture advertising within busy urban centers. These structures are great spaces to feature your big messages, but they also are well-maintained areas that provide shelter to people waiting for transit. A close relative of street furniture is transit advertising. This medium is most commonly found on moving vehicles, such as buses, subways, trains, taxis and trucks. Transit ads may also include fixed static and electronic spaces near bus stations and train platforms. Airport advertising is also included with transit. Businesses can further their reach in a bustling airport terminal. Many cities embrace this category, as it provides an enhanced revenue stream to city and port authorities.
Finally, alternative advertising includes ads on gas pumps, bike racks, in rest areas or stadiums and other non-traditional formats. These venues provide a way to capture consumer interest in ways that wouldn’t traditionally expect. Street furniture, transit and alternative media formats comprise 34% of total outdoor revenue in the United States. Some of these formats have a higher percentage of national ads than traditional billboards. The outdoor industry includes more than 2,100 operators in 50 states, representing the four major outdoor format categories. These Outdoor media companies represent public, multinational media corporations, to small and independently-owned businesses.