Gail Chiasson, North American Editor
Nearly three in four billboard ads (74%) in three major US markets promote small local business, according to a new study conducted by iMapData, a provider of economic and political impact analyses.
Study Findings
The study, commissioned by the Outdoor Advertising Association of America found that each billboard advertiser in these test markets support 46 to 48 jobs, on average.
In this study, iMapData looked at businesses using static and digital billboards in the Minneapolis, Phoenix, and Tampa markets, analyzing locations and advertisers. Findings tracked the outcomes of similar research in other markets: most billboard ads promote local commerce. In these three major markets, thousands of local businesses using billboard advertising employ hundreds of thousands of people.
“There is no question billboards support local economies, and this study yet again proves it,” says Nancy Fletcher, OAAA president and CEO. “Small businesses rely on this cost effective advertising medium to reach consumers and generate sales, thereby supporting jobs and the community.”
“Our local market research remains consistent over time, finding a significant number of billboard ads promote local businesses,” says Clarence Buffalo, vice-president of research, iMapData. “Each of these advertisers represents hundreds of thousands of jobs within the community.”
OAAA is the national trade association for the out-of-home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7 billion annually in ad revenues and donates more than $450 million in space each year.
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