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Billboard Insider, Kirkland, WA (2025)

09/03/2025

Most of you have Cracker Barrel as an out of home customer. Here's what you need to know about Cracker Barrel and billboards.

- Most of the company's signs are static and directional. Some also feature dining specials. Cracker Barrel rents 1,300 billboards a year or an average of approximately 2 billboards for each of the company's 658 stores.
- Cracker Barrel spent $28 million on billboards during fiscal 2024 (fiscal 2025 not yet available). That works out to $1,795/month for each billboard.
- The number of billboards that Cracker Barrel rents has declined from 1,600 in fiscal year 2020 to 1,300 in fiscal year 2024. Billboard rentals declined from $32 million annually to $28 million annually.
- Billboards accounted for 25% of Cracker Barrel's fiscal 2024 ad budget down from 40% of Cracker Barrel's budget in fiscal 2020.

Most of you have Cracker Barrel as an out of home customer. Here's what you need to know about Cracker Barrel and billboards. Most of the c

08/28/2025

Insider's Note: Many of us have been following Adam's use of a rubber duck in their marketing. Yesterday Adam's provided this update of the campaign.

CHARLOTTE, N.C., Aug. 27, 2025 /PRNewswire/ -- For months, drivers in all 18 Adams Outdoor Advertising markets across the country have been spotting something strange: billboards, posters, and digital displays covered in bright yellow rubber ducks. No logo. No slogan. No clue who put them there. The citywide takeover sparked online chatter, in-person conversations, and plenty of wild guesses about the ducks' meaning.

Today, the mystery is solved. The ducks were part of a bold, company-wide "tease and reveal" campaign designed to showcase the unique power of outdoor advertising. Adams' AdLab - our in-house, award-winning creative team - designed every facet of the campaign, which included storytelling, custom creative, unique billboard extensions, and the production of more than 1,500 real-life rubber ducks.

Insider's Note: Many of us have been following Adam's use of a rubber duck in their marketing. Yesterday Adam's provided this update of the campaign. CHARL

08/25/2025

Last week we polled Billboard Insider readers about AI and out of home ad design. 70% of Billboard Insider readers said they use AI to generate content which they use in out of home ads. Here are the poll results.

If you are in the 30% of our readers who don't use AI it's as simple as visiting chatgpt and asking it a question or uploading a document for chapgpt to analyze.

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Last week we polled Billboard Insider readers about AI and out of home ad design. 70% of Billboard Insider readers said they use AI to generate content which

08/25/2025

Billboard Insider is running a series of interviews with Comstor Outdoor CEO Jason Duff. Last week Jason talked about getting started in out of home. Today he talks about what it takes to develop signs.

Tell us about the first sign you built.
The first sign was in the community of Indian Lake Ohio. There's a big lake there and it's very busy during the summer months but in the winter months it gets it slows down and so the power of building that first sign the Indian Lake is that it was a tool that you could get premium revenue on the in the summer months but in the winter months it kept a lot of those small businesses strong
What's your attitude towards easements?

Billboard Insider is running a series of interviews with Comstor Outdoor CEO Jason Duff. Last week Jason talked about getting started in out of home. Today

08/22/2025

OUTFRONT appointed Nic Brien as permanent CEO. Here are excerpts from the OUTFRONT 8K, sponsored and analyzed by SignValue:
Appointment of Chief Executive Officer

On August 21, 2025 (the “Effective Date”), the Board of Directors (the “Board”) of OUTFRONT Media Inc. (the “Company”) appointed Nicolas Brien as the Company’s Chief Executive Officer (the “CEO”), effective as of the Effective Date. Mr. Brien will continue to serve as a member of the Board.
Mr. Brien, age 63, has served on the Board since October 2014 and as the Company’s Interim Chief Executive Officer since February 2025. Mr. Brien has held senior leadership roles at some of the most influential global organizations in the advertising, media, advertising technology and digital marketing industries, where he was responsible for leading the organizations through periods of rapid expansion and change.

OUTFRONT appointed Nic Brien as permanent CEO. Here are excerpts from the OUTFRONT 8K, sponsored and analyzed by SignValue: Appointment of Chief Executive Of

08/18/2025

Company: Comstor Outdoor

Markets: Indiana and Ohio.

Headquarters: 9016 St Route 117, Box 151 Huntsville, Ohio 43324-0151.

Phone: 888-354-2591

Email: [email protected]

Jason Duff is a classic entrepreneur. He's grown Comstor Outdoor to 450 faces since starting the business in 2001. In addition to Comstor, Duff owns a community storage business and the Small Nation community economic development company. We are running an interview series in which Jason talks about what he's learned in 24 years in the out of home business. Today he talks about getting started.

How did you get involved without a home

When I grew up both my parents were small business owners. My dad owned a business selling construction materials and stone and my mom owned the hallmark gift shop. Growing up in the 80s and 90s working on Main Street around small businesses was a a special experience. Our town of Bellfountaine, Ohio had 14,000 people.

Company: Comstor Outdoor Markets: Indiana and Ohio. Headquarters: 9016 St Route 117, Box 151 Huntsville, Ohio 43324-0151. Phone: 888-354-2591 E

08/15/2025

Warren Buffet likes Lamar. Buffet's company Berkshire Hathaway disclosed that it has taken a $142 million position in Lamar stock based on the August 2025 13F filing. CNBC has picked up the story as well.

This isn't the first Buffet to invest in out of home. Warren Buffet's grandnephew Alex Buffet Rosek helped Boston Omaha get into the out of home business by forming Link Media. No surprise that Boston Omaha Corporation, the parent of Link Media, is headquartered in Omaha.

SignValue's take: A huge vote of confidence in Lamar. If you study Buffet, you know that he invests in companies with consistent long term performance, a barrier to entry, outstanding management and healthy long-term prospects. We think he's made a great choice.
If you have questions, contact one of SignValue's experienced analysts for a free and confidential consultation at [email protected] or call 480-657-8400.

Warren Buffet likes Lamar. Buffet's company Berkshire Hathaway disclosed that it has taken a $142 million position in Lamar stock based on the August 2025 13F f

08/14/2025

On last week's earnings call Lamar CEO Sean Reilly was asked about how Lamar integrates acquisitions and he said this:
When it's a fill-in the expense synergies happen extremely quickly...on a fill in deal we're just buying billboard structures, billboard permits, advertising contracts and ground leases and we don't need the people or the trucks or the buildings and the like... so on the expense side it happens very quickly...the magic on the revenue side takes a little longer because number one we have to live with contracts in place that the previous owners had and then you know once those contracts roll off typically there's a little bit of magic on the top as well.

SignValue's take: This explains why Lamar gets higher margins as it expands. It increases ad revenue, utility costs, lease expenses and sales commissions but adds no labor costs.

On last week's earnings call Lamar CEO Sean Reilly was asked about how Lamar integrates acquisitions and he said this: When it's a fill-in the expense synergie

08/13/2025

Terry Carmody spoke about the OOH national sales market on this week's IBO webinar. Here’s a summary of what he said.

Integration has about 15 people and we have many people on our team from the agency side.

National is different from a local sale. National buyers may not be able to see your market first hand. The agency world has changed. Agencies are getting squeezed. Teams have less and less time. IMI & The IBO Speedway creates efficiencies and saves them time.

Make sure your info is accurate. Make sure your pictures are good. Quality photos is #1. We see photos which are 10 years old. That's noticeable. Clients want quality photos.

National buys have a lot of layers and a lot of requirements in their RFP. A 24 year old working in a buying office in New York may not know about some smaller markets. IBO Speedway helps with this.

Perview is a very strong system and it's gaining more and more brand recognition.

Terry Carmody spoke about the OOH national sales market on this week's IBO webinar. Here’s a summary of what he said. Integration has about 15 people

08/12/2025

Loveland, CO – StreetMediaGroup (“SMG”), an operator of billboard and transit assets in Denver and Northern Colorado, announced today that it has divested the company’s billboard and transit assets in Denver and surrounding markets to Lamar Outdoor Advertising (“Lamar”).

SMG, the 2nd largest independent out-of-home company in Colorado, was founded in 2011 by Gary Young. Gary recruited Troy Hammond in 2013 as co-owner and COO. The company is based in Loveland, Colorado. Prior to the sale, SMG operated a dominating presence of premier digital, static, and transit assets along the front range of Colorado.

The transaction consisted of 16 high-profile digital billboard displays (including 5 of the top 10 highest impression digital locations in the Denver market), and over 750 transit displays in Denver and surrounding communities. The completion of this sale significantly boosts Lamar’s market share in the Denver CO market.

Loveland, CO – StreetMediaGroup (“SMG”), an operator of billboard and transit assets in Denver and Northern Colorado, announced today that it has divested

08/07/2025

Here's Billboard Insider's list of the 20 fastest growing US independent roadside billboard companies.

- This list is roadside billboards only and does not include place-based or transit.
- We computed the list by comparing the number of faces each company had in 2024 and 2025. See Billboard Insider's 2025 list of US roadside billboard companies ranked by faces and Billboard Insider's 2024 list of US roadside billboard companies ranked by faces.
- A face is a face is a face. One digital display equals one face. One static display equals one face. If we couldn't verify a company's growth by talking with management or getting the info off a company website they are not on the list.
- We sorted the list based on total new display faces added in the past year.

What strategies did companies use to grow? Huntington did acquisitions and new builds. Lindmark, Media Choice, SignAd and Verde(which has since sold), Mashburn and JR Promotions relied on acquisitions.

Here's Billboard Insider's list of the 20 fastest growing US independent roadside billboard companies. This list is roadside billboards only and does not i

08/06/2025

Lots of organization changes at OUTFRONT during the past quarter. Here are the the results of OUTFRONT's 2Q 25 earnings release, earnings presentation and conference call, sponsored and analyzed by SignValue.

- Consolidated revenue declined 4% to $460 million in 2Q 25 due to the exit of the low margin MTA and LA billboard contracts. Organic revenue declined 0.2%. Transit revenue increased 5.6%. Billboard revenue declined 2.5%. CEO Nic Brien expects low single digit revenue growth during the third quarter of 2025.
- Operating expenses declined 3.5% to $232 million due to lost billboards, and lower lease expenses.
- SG&A expense declined 7.1% to $111 million due to lower compensation expense. The company expects SGA expenses to decline for the remainder of 2025 and the first half of 2026.
- Consolidated cash flow (OIBDA) declined 1.2% to $134 million in 2Q 25 due to decreased revenue.

Lots of organization changes at OUTFRONT during the past quarter. Here are the the results of OUTFRONT's 2Q 25 earnings release, earnings presentation and con

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