The advertising world is changing and it is most noticeable in the growth of digital billboards. Billboards are making a powerful comeback with ad-blockers and crowded social media feeds making it harder to reach consumers through traditional digital channels. For any brand that wants to make a big impression, the first step to success is understanding the landscape of digital billboard companies.
The Digital Revolution Out-of-Home Advertising
We are witnessing a revolution in the out-of-home (OOH) industry. Static billboards are quickly being replaced by digital ones, which offer a level of flexibility and impact that cannot be matched. In fact digital now represents 40% of total OOH revenues worldwide and is the main driver of growth in the market . This isn’t a passing fad but a structural shift driven by significant investment, with the global Digital Out-of-Home (DOOH) market projected to grow from around USD 20.74 billion in 2025 to almost USD 56.80 billion by 2035.
Why Digital Billboards Work So Well
The figures tell the story. A staggering 82% of people remember digital billboard ads after a month. Beyond raising brand awareness, two-thirds (65%) of consumers have taken an action after seeing a digital billboard – you might go to a website or walk into a retail store.
Digital billboards work so well because you can’t skip them. They can’t be blocked or ignored, unlike online ads. Due to the fact that they live in the real world and are embedded in our daily routines, they have a strong priming effect for other marketing channels .
Choosing the Right Digital Billboard Company for You
Selecting a partner from the many digital billboard companies available depends on your specific goals, budget, and audience. Here’s a framework to help you decide:
Top Digital Billboard Companies
Here are some of the leading North American companies based on their inventory of digital faces
| Company Name | Roadside Digital Displays |
|---|---|
| Lamar Advertising | 5,000 |
| Outfront Media | 1,970 |
| Clear Channel Outdoor Americas | 1,930 |
| Orange Barrel Media | 1,200 |
| Capitol Outdoor DC | 1,000 |
The Future of Billboards
The old story of digital vs. physical advertising is over. Today, the best campaigns use billboards as the beginning of a digital journey, creating a physical impression that’s followed up with a targeted digital ad . Research has indicated that OOH can increase the efficacy of digital campaigns by more than 40%.
The future is very bright for companies that own digital billboards thanks to the integration of AI for content creation, real time data integration and advanced audience targeting. Study the trends and thoroughly vet your partners to make the most of the “unblockable” ad to generate brand awareness that can translate into real-world action.
