The OOH Billboard Will Become Prime Advertising Real Estate as States Reopen
When the federal government told the country to stay home during the coronavirus pandemic, it was inevitable that out-of-home advertising would take it on the chin, as 40% of out-of-home advertisements lost their usual audiences, according to the industry’s trade group.
As the U.S. begins to slowly open back up and consumers crawl away from their self-quarantines, advertisers will respond. And as they do, the billboard may become more valuable than ever.
Local travel never completely stopped, especially in suburbs and areas that don’t rely on public transportation. Many still make trips to the grocery store, gas station and other essential businesses, as well as enjoying a drive around town. That’s only increased since April, as Americans are traveling more across all 50 states. The average number of daily miles traveled for individuals is up 18%, from 9.8 miles during the week of April 6 to 11.5 miles during the week of April 20, according to Geopath, the measurement arm of the OOH industry.