Billboards are an old but booming ad medium

Times Square pre-neon

PEDESTRIANS STROLLING down 8th Avenue in Manhattan’s Hell’s Kitchen neighbourhood will be struck by the cast-limestone façade of the Hearst Magazine Building. Commissioned by William Randolph Hearst in 1926, the 40,000-square- foot (3,716-square-metre) art deco building is adorned with fluted columns and statues and topped by a 600-foot (183-metre) glass and steel skyscraper. Another conspicuous feature is a vast digital screen transmitting advertisements from BuzzFeed, ESPN and Vice. This blend of history and modernity is emblematic of the outdoor-advertising business itself, which, despite being one of the world’s oldest forms of marketing is embracing digital technologies.

Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and TV ads are holding their own (see chart). Such out-of-home (OOH) advertising, as...

via Business Feeds

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