Mac Donnell goes on to say, "Ranking billboard advertisers by category is no longer limited to offbeat services. All service and supply industries are either ramping up their usage or entering the market for the first time as they discover real value. As examples, banking attracts thousands of new clients and retains existing clients with firm branding messages, as do competing television stations, motor manufactures, shoe manufacturers, and even pet food suppliers!"
"The reasons are clear-cut," he stresses. "Billboard advertising is proven to reach consumers and build real brand awareness. Provided the real estate carrying the promotion is well-positioned and posters have striking creatives, they will jog consumer notice and recall. It is this power that continues to attract sophisticated advertisers to the medium."
Currently, it appears that the growth of outdoor advertising is challenged by the difficulty of developing approved billboard sites.
"At Primedia Outdoor, we believe the industry could surpass its current 5% market share if more landmark sites were approved," concludes Mac Donnell.
