Increased access to “big data”, the development
of location-based networks, new audience delivery methodologies and real time optimization are among the many advances the OOH industry is enjoying in 2014. In this media landscape Posterscope USA discusses the major changes affecting the OOH industry now, and how OOH’s place in the greater media ecosystem is being redefined.

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As the lines within the media landscape continue to blur, Out-of-
Home continues to thrive by evolving with the surrounding media
environment. In 2013 outdoor advertising expenditures rose 5.5% for
the 16th consecutive quarter (Kantar, 2014) with most of this growth
attributed to a significant increase in use of digital signage. The
combination of people spending more time out of home, an increase
in engagement with digital OOH (DOOH) screens and improved
interactive designs is boosting engagement with digital signage and
fueling higher spend on DOOH inventory. Because of this DOOH
is now the second fastest growing medium, with the average US
consumer exposed to 47 minutes per week (PQ Media, 2014).
2014Media Landscape
MAJOR PLAYERS
OVERALL U.S. MEASURED MEDIA SPEND
$124.6BILLION
3.2%
The top three Out-of-Home media owners continue to be Lamar, Clear Channel Outdoor, and CBS
Outdoor, who manage the majority of billboard inventory across the US. Lamar is the largest media
supplier in terms of ad faces, with strong coverage outside of the top 20 markets, concentrating on C&D
counties with billboards and 30-sheet posters. In contrast, Clear Channel and CBS dominate the top 20
markets with formats including bulletins, posters, transit and street furniture in major metro areas.
All three major players continue to expand their digital
footprint across the U.S. Other media suppliers are
following suit with rollouts of new digital offerings
scheduled in top priority markets throughout the year.
JCDecaux will be entering the US digital bulletin
marketplace in Chicago in 2014, providing coverage on
major arterials through out the market. Titan began the
roll-out of digital urban panels in Chicago with 16 locations
already installed and up to 100 screens to launch by
year end. In Boston, Clear Channel Outdoor continues to
convert prime static billboard inventory into digital locations
that will be sold in various network offerings while also
2.6%
TV
2.9%
OOH RADIO NEWS
8.6%
Increased access to “big data”, the development
of location-based networks, new audience delivery
methodologies and real time optimization are among
the many advances the OOH industry is enjoying
in 2014. By integrating real time behavioral data
supplied by location-based mobile ad networks such
as xAd, with new audience metrics provided through
Source: Winterberry, 2013
Source: OAAA, 2013
OUTDOOR AD SPEND
Number of Out-of-Home Displays
Billboards Street Furniture Transit Alternative
Bulletins
158,868
Digital
Billboards
4,400
Posters
165,606
Junior Posters
33,336
Walls/
Spectaculars
4,029
Bus Shelters
49,082
Shopping Malls
30,532
Buses
295,426
Airports
68,560
Subway & Rail
184,078
Truckside/
Mobile
10,593
Taxis/Wrapped
Vehicles
46,194
Cinema
17,800
Digital Place-
Based
300 networks
Arena & Stadiums
1,352
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TAB Ratings, OOH can now provide more effective planning and buying strategies. These sources offer
key data for real time optimization, programmatic buying and predictive modeling, helping to redefine
OOH’s place in the greater media ecosystem.
12%
65%
6%
17%
Billboards
$4,148.5
Street Furniture
$415.4
Transit
$1,074.1
Alternative
$750.3
Source: OAAA, 2014
introducing their newest initiative “Connect” that applies

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2014Media Landscape
$-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
M
cD
onalds
A
pple
VerizonSam
sung
W
arnerB
ros
Pictures
AT&
T
C
haseM
etro
PC
S
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iti
G
eico
OOHSPEND
Source: OAAA, 2014
LOS ANGELES
As of April 2013 the LA City Council and City Attorney office ruled that 77 digital billboards owned by Clear
Channel Outdoor and CBS Outdoor across Los Angles be turned off for good.
AIRPORTS
Within the evolving airport environment, traditional dioramas have become obsolete and are being
replaced by larger digital units and spectaculars that grab the attention of busy travelers. Key airports
seeing major changes include:
JFK: In May 2013, Delta Airlines completed their $1.4 billion renovation in JFK’s Terminal 4. The “airline
of New York City” revamped the terminal with new dining options, upscale retail stores, faster security
checkpoints and an exclusive, state-of-the-art Delta Sky Club that offers sweeping runway views. The
airline is expected to move all of its operations to Terminal 4 by 2015.
LAX: Los Angeles and LAWA will invest $229 million to revamp the airport’s Terminal 5.
LGA:After expanding its capacity at LaGuardia in 2011, Delta Airlines now operates nearly half of all
departures at the New York airport. Delta is investing more than $160 million to expand and update
Terminals C and D at LGA.
MARKET UPDATES
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ACCOUNTABILITY
As of January 2014 TAB now measures the following formats:
• Bulletins
• Posters
• Junior Posters
• Walls
• Kiosks
• Newstands
• Transit Shelters
• Urban Panels
QR and NFC tags to the media infrastructure targeting
on-the-go consumers. CBS will focus on a digital build
out in the New York transit system and commuter
stations with Penn Station and Grand Central being high
priority. To extend their footprint in the New York market,
Cemusa will launch digital transit shelters in June.
In the first quarter of 2014 JCDecaux acquired Cemusa
extending their coverage in the United States, Brazil,
Spain, Portugal, and Italy. As it relates to the U.S., this
will provide JCDecaux with impactful transit shelter and
newsstand presence in New York, as well as shelter
coverage in the Boston market. Further information
regarding the acquisition is still to be determined.
TAB OOH Ratings provide measurement for media planners and facilitate audience delivery, “leveling the
playing field” for OOH media in the overall media ecosystem.
• Receptacles
• Backlights
• Benches
• City Info Panels

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2014Media Landscape
LOOKING AHEAD IN 2014
As we progress through 2014, there are 3 major themes to watch:
Borrowed Formats & Real Time
We will see the continued rollout of digital and call to action technologies across traditional platforms
such as bulletins and transit shelters, as well as placed-based digital networks in environments such as
gas stations, cinemas and airports. Advertisers and networks can act in “real time”, allowing for creative
flexibility and greater interactive usage with social media through services such as Liveposter.
Programmatic & Automation
The rise of programmatic and automation, along with the use of multiple sources of data, will be key to
the future growth of OOH as more advertisers who are comfortable with working through programmatic in
online media become exposed to the same level of targeting and accountability in OOH formats.
Audience- Based Metrics
Metrics are now based on a true ratings system that is consistent in delivering on audience. TAB has
been a leader in developing this ratings system, but now both agency and operator must embrace the
ratings system and deliver audience-based metrics. This will be a huge factor in the stability and growth
of the industry.
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TRANSIT
The addition of mobile media to TAB Ratings
means we will be able to plan transit alongside
measured OOH media. Transit measurement data
will be available through a tiered release of markets
in 2014.
NEW METHODOLOGY COVERS MOBILE
MEDIA SUCH AS:
• Bus Exteriors
• Bus Interiors
• Ferry Interiors
• Mobile Billboards
• Rail Interiors
• Station Media
DIGITAL
Though technology advancements have led to the
conversion of 4000+ static boards to digital, the
metric for measurement remains the same; the
impressions provided for a spot in the rotation are
the same as the structure. The success of new
audience metrics will depend on industry initiative,
funding and the approval of new methodology to
incorporate dwell time.
The TAB’s Digital Study to determine metrics by
board by flip commenced in 2013 with results being
rolled out beginning Q2 2014. Fundamental to the
research is the application of a “noticing score” that
incorporates:
1. Board Location Details
• Length of spot for structure
• Number of spots in rotation
2. Dwell Time By Board
• Speed of traffic
• Number of feet board is visible
3. The Percent of People Noticing Each Non-Digital
Board by Spot at Different Speeds
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