Electronic Billboards in the U.S.: Profit Is the Main Motivator of Growth The electronic billboard industry has continued to grow steadily since 2008 despite the economic recession, but the reception of these displays continues to be one of mixed feelings. Younger generations find these displays to be “hip,” “cool,” and “eye-catching,” but politicians and lobbyists are having a hard time accepting them. Of the 50 states in the U.S. only 39 allow these displays to be erected, with some states keeping a watchful eye on their effects. Regardless of one’s personal feelings on this subject, electronic billboards are on an unstoppable path of growth due to the profit they provide their owners. One large publicly traded billboard-advertising conglomerate noted that it obtains 10X more profit from electronic billboards than traditional printed billboards. But yet, the U.S. will not be overrun with electronic billboards any time soon—depending on where you live. Even the most optimistic growth assumptions project that electronic billboards won’t account for more than 3.5% of all billboards in existence in the U.S. by 2015. U.S. Electronic Billboard Market Size Despite the 2008 to 2010 slowdown in demand for electronic billboards due to both the recession and manufacturing capacity, IT Strategies expects strong growth of electronic billboards to continue. Electronic billboards are too valuable to their owners: the revenue that is generated from an electronic billboard is more valuable than printed billboards in part because the number of advertising turns is typically 6–20X greater, and in part because owners can charge more since the retention rate on electronic billboard advertisements is said to be over 94%, compared to 40% on printed billboards. Read more here : whattheythink/articles/63869-electronic-billboards-us-profit-main-motivator-growth/
Posted on: Tue, 13 Aug 2013 05:08:38 +0000
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