OOH Perceptions, Recaps, and Acquisitions

OOH Today Weekend Update

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Jan 6, 2025

The Myer’s Report reveals perceptions of four leading OOH companies, Adams acquires Riley Outdoor, and Aotearoa celebrates a successful year. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending January 4, 2025.

1. Perceptions of 4 U.S.-based OOH ad companies: Clear Channel, Lamar, Intersection, and OUTFRONT —The Myer’s Report 2024

The Myers Report: Out-of-Home Advertising Industry Survey 2024 surveyed advertising professionals to evaluate perceptions of four U.S.-based OOH advertising companies: Clear Channel Outdoor, Lamar Advertising, Intersection, and OUTFRONT Media. OUTFRONT Media emerged as the leader based on criteria including client services, communications, and others. Overall, the report found that Lamar ranked lowest among the four, which was surprising to the editors at OOH Today.

B.B.’s Take: As opined in the post last week we have few question about the report. Not if it is accurate or fair in its reporting, but is it representative of the OOH ad community? It is indeed suprising that anyone other than OUTFRONT and Lamar ranks at the top. Were the 550 respondents who participated located through out the US or primarily in the major markets like NYC, LA and Chicago. OUT and CCO have strong staffing, sales and coverage in those markets. Lamar does not and therefore would not likely ‘score’ as well in the rankings. Would like to know more about the methodology of the survey.

2. Adams Outdoor Acquires Riley Outdoor

Adams Outdoor Advertising, the 4th largest out-of-home advertising operator in the U.S. and the largest privately owned, has acquired Riley (Patriot) Outdoor. This expansion into North Carolina’s Piedmont Triad region, covering Greensboro, Winston-Salem, and High Point, strengthens Adams’ presence in this key area known for manufacturing, transportation, education, healthcare, and culture. The acquisition includes 201 billboard faces and 7 digital displays across 12 counties in eastern North Carolina, boosting Adams’ market reach and leadership in the state’s major cities.

B.B.’s Take: This acquisition makes sense in the Adams ‘Carolina footprint’. No easier way to grow than through acquisition.

3. Reflecting on 2024 and Setting Our Sights on 2025: Out of Home in Aotearoa

2024 was a fantastic year for Out of Home (OOH) advertising in Aotearoa, with revenue reaching record highs by November. The industry experienced an 8% year-on-year growth despite challenging market conditions, driven by the dominance of Digital Out of Home (DOOH), which now accounts for 77% of total OOH revenue, including 10% from programmatic DOOH (pDOOH). Classic formats, appealing for their lasting impact and 100% share of voice (SOV), continue to hold a significant 23% of revenue. The addition of VMO and Shout Media to the OOHMAA team further bolstered the industry’s strength, with OOHMAA members now representing 95% of all OOH revenue.

B.B.’s Take: 8% year on year growth. Not bad ‘down under’. Congrats.

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OOH Perceptions, Recaps, and Acquisitions

OOH Today Weekend Update

1. Perceptions of 4 U.S.-based OOH ad companies: Clear Channel, Lamar, Intersection, and OUTFRONT —The Myer’s Report 2024

2. Adams Outdoor Acquires Riley Outdoor

3. Reflecting on 2024 and Setting Our Sights on 2025: Out of Home in Aotearoa

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