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An Inside Look at Outdoor Graphics

(April 2010) posted on Tue Mar 23, 2010

This roundtable discussion sheds light on issues and trends in a variety of outdoor-advertising applications.

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By Ben P. Rosenfield

Ryan Westfall Digital signage, LED signage, is transforming outdoor ad-vertising, especially in the billboard industry. But as far as a vinyl graphic, its genius is in how easy it is to produce and use. Vinyl graphics on wraps and transit advertisements will still have a huge place for quite some time because they’re inexpensive and very versatile. You can make a vinyl graphic last three months or you can make it last for ten years. You can take it off and put it on pretty easily. I think the future is a mix of vinyl graphics and traditional signage along with a complement of LED.

Judd Morgan I’d say the next big thing, if digital billboards really catch on, is always having outdoor media as a supplement. I see a lot of end users, including small ones, spending more money and retail spaces really blowing up in terms of what they’re willing to do and be creative with. I’d say the next interesting trend will be competing retail space and the addition of building wraps themselves. The increase in building wraps over the last two years, taking that wasted space and advertising, made people realize they can do this at a low cost.

Brandon Gabriel We’ll see two things: more widespread experiential opportunities to engage consumers with super-wide graphics and a social- media component, and, depending on how permit issues shake out, you’ll see a lot of retailers or a lot of businesses rent space for graphics. At some point in time these landlords will need income—steady income to pay for their leases. I think a lot of individuals are starting to catch wind that if they put a graphic on the side of their building, they can make some money and pay their rent. You’ll see a lot more graphics on retail establishments.

Regulatory Overview

Can you provide a brief overview of regulations for outdoor advertising?


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