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Billboard Insider, Kirkland, WA (2025)

10/31/2025

A few years ago, I drove past a sign that looked completely abandoned. At the time, it was outside our coverage area, and I remember thinking how unfortunate it was to see something representing our industry in such poor condition. Fast forward a bit - after one of our acquisitions, I happened to take a different route home while scouting for potential sites to help fill in our market gaps. By chance, I drove by that same sign again and decided it might be worth looking into.

Our real estate team jumped into action. One of our team members stopped by the restaurant that had previously advertised on the sign and learned that the new owners didn’t actually own it. After tracking down the state permit, we discovered it was still registered under the former restaurant owner’s name. Coincidentally, that owner had a cabin on the same island as our real estate manager, who managed to get in touch with them during his next visit.

A few years ago, I drove past a sign that looked completely abandoned. At the time, it was outside our coverage area, and I remember thinking how un

10/30/2025

Partnership builds on a proven North American collaboration into the international digital-out-of-home (DOOH) market, combining Media Resources’ VISIONiQ®, eQVISION™, and TruVIEW™ Transit systems with Outdoorlink’s controllers for greater efficiency, uptime, and sustainability.
Toronto, ON, and Huntsville, AL — October 30, 2025 —
Media Resources and Outdoorlink today announced the global expansion of their long-standing partnership, bringing fully integrated power and remote-management solutions to the international DOOH market.
Through this collaboration, Media Resources has integrated Outdoorlink’s controllers across its VISIONiQ® and eQVISION™ digital billboard platforms, as well as into the award-winning TruVIEW™ Transit product line. The result is a seamless combination of advanced LED display technology and intelligent power control that helps operators reduce downtime, lower operating costs, and achieve measurable sustainability gains worldwide.
™Transit

Partnership builds on a proven North American collaboration into the international digital-out-of-home (DOOH) market, combining Media Resources’ VISIONiQ®, e

10/29/2025

Yesterday we asked Billboard Insider readers where the equity for their out of home company comes from. More than half of Billboard Insider readers use their own money for equity. One-quarter of Billboard Insider readers use equity from friends and family. One-eighth of Billboard Insider readers use equity from acccredited investors. One-sixteenth of Billboard Insider readers use equity from an investment fund.

Tomorrow we will talk about the pros and cons of taking money from friends and family.
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Yesterday we asked Billboard Insider readers where the equity for their out of home company comes from. More than half of Billboard Insider readers use their

10/24/2025

Cary, NC (October 21, 2025) — New research from Keen Decision Systems, a next-generation marketing mix SaaS company, in collaboration with Accretive, an OOH data and technology platform, reveals that out-of-home (OOH) advertising delivers well-above-average marginal ROI (mROI)—the return on the next unspent incremental dollar based on Keen’s proprietary response curves—making it one of the most efficient yet underfunded channels for growth. The analysis, supported by Accretive’s OOH insights, shows why OOH is effective, driving strong incremental returns compared to other media, and how significantly it is underspent relative to its potential impact.
The analysis, covering media spending from January 1, 2024 to March 31, 2025, found that OOH achieved an mROI of $7.58, outperforming the average media type mROI of $5.52 and exceeding print ($7.18), radio ($6.61), and linear TV ($6.53).

Cary, NC (October 21, 2025) — New research from Keen Decision Systems, a next-generation marketing mix SaaS company, in collaboration with Accretive, an OOH d

10/22/2025

Billboard Insider is running a series on what to do with old monopoles. On Monday Jeremy Mattson reviewed when to scrap, re-engineer or refurbish monopoles. Today All Steel Structures President Ted Bratsos talks about whether you can reuse an old billboard structure.

I often get asked whether an old monopole structure can be reused once it’s been taken down. The short answer: it depends — but in most cases, it’s not worth it.
The first question is how old is the structure? Engineering standards, materials, and code requirements have changed a lot over the years. Any time a sign is relocated or reinstalled, it needs to be brought into compliance with current codes. That process can get expensive fast.
Here are some key issues to consider:

- Do you really know what you have?
Many older structures lack proper documentation or as-built drawings. Without those, verifying dimensions, welds, or materials becomes a guessing game.
- What grade of steel was used?

Billboard Insider is running a series on what to do with old monopoles. On Monday Jeremy Mattson reviewed when to scrap, re-engineer or refurbish monopoles. T

10/20/2025

A Billboard Insider reader asks: What are billboard owners doing with old monopole structures that need removal because of a lost lease, lost market demand or just age? Billboard Insider will run a series on what to do with aging monopoles. Today Jeremy Mattson of Horizon Structures talks about how to decide when to scrap, re-engineer or refurbish.

As leases expire, advertisers shift budgets, and some structures simply grow old, many billboard operators are confronting the same question: What should we do with our aging monopoles? Before you send another load of steel to the scrapyard—or sink cash into a retrofit—here’s a practical framework for deciding whether to scrap, re-engineer, or refurbish your signs.
1. Begin with a Structural Reality Check
Always start with facts, not assumptions. Commission a licensed structural engineer to inspect the pole, welds, catwalks, and foundation.

A Billboard Insider reader asks: What are billboard owners doing with old monopole structures that need removal because of a lost lease, lost market demand or j

10/16/2025

The OAAA recently issued a legal report discussiong clean zones. Billboard Insider talked with OAAA SVP-Government Affairs, Andy McDonald to learn more.

Andy, what are clean zones and why do they matter to an out of home company?

Clean zones are buffer areas established by host cities, in coordination with event producers, around event venues. They are designed to protect official event sponsors and advertisers from ambush marketing and to safeguard the event’s intellectual property.

What legal issues might be involved with a clean zone?

Depending on how a host city writes and enforces its clean zone regulations, several federal constitutional protections (First, Fifth, and Fourteenth Amendments), state constitutional protections, and other legal arguments may be available to a party adversely affected by the regulations.

What should an out of home company do if it wishes to learn more about the subject?

If they’re an OAAA member, they should read OAAA’s Fall Legal Report.

The OAAA recently issued a legal report discussiong clean zones. Billboard Insider talked with OAAA SVP-Government Affairs, Andy McDonald to learn more.

10/15/2025

Billboard Insider interviewed Link Media Outdoor President and CEO Scott LaFoy, who justed celebrated 40 years in the out of home industry.

What’s the biggest out of home industry change which you’ve seen in the past 40 years?

No doubt the biggest change was digital. Going from static single message displays to the dynamic flexibility of digital has been a game changer. Numerous other technological advances, too many to count, have helped the industry become modern and efficient. Another big change was going from hand-painted bulletins to vinyls.

What’s one thing you know now that you wish you knew when you started in the business?

I fell in love with the business at a very young age and I never dreamed it would evolve into the only job I ever had after college. If I would have known that 40 years would fly by so fast I might have tried to pace a little slower, but most people who know me know that’s impossible.

Billboard Insider interviewed Link Media Outdoor President and CEO Scott LaFoy, who justed celebrated 40 years in the out of home industry. What’s the bigg

10/14/2025

Billboard Insider is running a series on protecting your company from out of home fraud. We've talked about check fraud and pig butchering. Today we'll discuss impersonation scams.

Impersonation scams have been around for a while. Anyone can mine company relationships or linked in and pretend to be your boss or an acquantaince and try to pry info out of you. Here's an impersonation scam Billboard Insider received just yesterday. Kevin Gephart is an out of home sales expert who writes for Billboard Insider but isn't an employee. Someone purporting to be Kevin Gephart sent this...

This scam was easy to detect because Kevin Gephart isn't an employee and the email in the header isn't Kevin's email. It is pervasive because anyone with an internet connection and a LinkedIn account or AI can search out your business relationships and pretend to be someone close to you.

Billboard Insider is running a series on protecting your company from out of home fraud. We've talked about check fraud and pig butchering. Today we'll discus

10/13/2025

Billboard Insider is running a series on how to protect your out of home company from financial fraud. Last week Billboard Insider talked about check fraud. Today we'll talk about the importance of not responding to anonymous texts.

Pig Butchering

Billboard Insider gets several of these texts per week. An innocuous request from an unknown person who isn't a contact. Do you want to have coffee? How are you? Who is this? Haven't seen you in a while. You aren't responding to me... A text from an unknown number. No name attached. When you get something like this hit the delete/report junk button or block sender button.

This is a pig butchering scam. The person sending you the message is trying to learn as much about you as possible to build rapport and trust. Then they will introduce a lucrative investment or cryptocurrency opportunity. Then they will take your money and vanish.

Billboard Insider is running a series about how to protect your out of home company from financial fraud. Yesterday Billboard Insider talked about to check fr

10/10/2025

Thanks to the IBO for producing another informative and entertaining two days. Here are the key moments from day two.

Wealth Maximization - What Should I be Considering with Gabe Oliverio of Johnsen Fretty and Max Drachman of Drachman M&A Co.

Max - Building signs using cash from profits is the Berkshire Hathaway compound interest growth model. It is a slow, but safe and effective way to grow your business. An operator needs a sizable operation at the outset for this to make sense, but those that do will be happy they did at the end of their careers.

Gabe - Selling your business is simply the conversion of wealth on paper to wealth in dollars. The outcome of that conversion process is not pre-ordained. Long-term planning in advance of a desire to sell your business is paramount to achieving the best exit outcomes.

Thanks to the IBO for producing another informative and entertaining two days. Here are the key moments from day two. Wealth Maximization - What Should

10/08/2025

Billboard Insider talked with Steve Passwaiter about political advertising and out of home. Steve is a Senior Advisor to BIA and the President of Silver Oak Political which provides political advertising intelligence. You can contact Steve at [email protected].

How did you get involved with advertising?

In the past, I worked for Kantar Media. We tracked advertising (Broadcast TV, national cable and selected digital) for political and advocacy campaigns. That followed a long career in broadcasting and media research

Out of home is a small part of political ad spending.

Out of home has not been a major player in political advertising...there was you roughly $12 billion spent in 2024l but I think as an industry OOH probably did $20-30 million. It's not been a major player in political advertising

But the outlook is bright.

Billboard Insider talked with Steve Passwaiter about political advertising and out of home. Steve is a Senior Advisor to BIA and the President of Silver Oak

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