Texas Outdoor Advertising Key Points
All figures taken from: An Assessment of the Impact of Billboards and Other Outdoor Advertising on Business Activity in Texas, by The Perryman Group.
Today’s out of home medium offers new technologies, new formats, and more creative thinking to help advertisers and their agencies take their message further. The industry has embraced innovation in all parts of the business to keep pace with where advertising and the consumer are headed.
The OOH industry is introducing new digital technologies and convergence, new lighting and materials, more innovative business practices, and a new audience ratings system.
OOH reaches consumers no matter what their media consumption habits are. It goes where most other media can’t go to surround and immerse consumers out of home, where they spend 70 percent of their waking hours.
OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play.
OOH is highly adaptable, offering virtually unlimited potential. It can be:
- Anything: From billboards to digital boards, from bus wraps to kiosks
- Anywhere: From highways to city streets, from airports to shopping malls
- Anytime: From morning ‘til night with dynamic content and always on displays that grab people’s attention when they’re on the go
The outdoor advertising industry provides much-needed jobs. The industry and its related businesses employ over 23,000 people in Texas. This does not include employment gains realized by our advertisers.
Activity in the Texas outdoor advertising industry leads to sizable gains in business activity including $1.3 billion associated with related manufacturing activity and $676.7 million in gross product output.
Billboards are read and used by the majority of Texas drivers every day.
One-third of the billboard ads across the country promote the travel/tourism industry.
Billboards are visually appealing to many having been called an “American art form.” Poll after poll has shown that travelers use billboards in every community to find gas, food, lodging, and attractions.
Almost three-fourths of billboard advertisers are Texas-based businesses. Many are small businesses who cannot afford to use other advertising mediums to advertise their goods and services.
Texas landowners receive an estimated $90 million in annual billboard lease payments; many are retired or on fixed incomes.
Hundreds of local charities depend on donated advertising space every year.
The essence of billboard advertising is to “boost” the business of other businesses. The combined effects of outdoor advertising generate approximately $106.4 million in state fiscal revenues annually.