Publisher’s Note:
OOH Today welcomes and encourages debate. In response to WNDW Disagrees regarding poster inventory, it’s clear that digital displays have replaced many traditional static OOH posters. This conversion is real and generates significantly more revenue—up to eight times that of static—though zoning and permitting ensure static will never disappear entirely.
Since the rise of digital, large-format printing has declined, a shift visible both on the streets and in OOH company financials. While many traditional-format posters cannot be converted and will remain static—particularly off‑premise signage—they are no longer increasing in number. Traditional large format OOH posters are not extinct, but their presence is shrinking as digital OOH continues to expand.
We appreciate WNDW for prompting this clarification and happily share their point of view below. We wish WNDW the best in their poster efforts. It is indeed a fine product and effective media.
Posters Have Always Ruled the Streets
An article in OOH Today argues that posters are a thing of the past. WNDW Disagrees
by Dean Stallone, Founder, CEO, WNDW
A recent piece by my good friend Brent Baer, publisher of OOH Today, When Posters Ruled the Streets, makes a familiar claim – printed posters have been replaced by digital screens:
“Fast forward to today, and those [printed] canvases have been replaced by glowing screens that change every 8 seconds, where paper once hung.”
It’s a compelling narrative. It’s also not exactly correct.
a compelling narrative. It’s also not exactly correct
Digital didn’t replace posters. It simply changed the delivery method, but with the same fundamentals; show up in the real world, and get peoples’ attention.
But here’s the miss: not all presence is created equal.
Location is everything. This hasn’t changed.
A digital screen in a lousy location is still lousy.
A static poster, in the right place, owns the space. Think 100% SOV.
A digital screen rotates messages, giving ads less time to be seen.
At WNDW, we’re not looking backward—we’re doubling down on what has always worked:
Real-world messages.
In the right place.
At the right time.
Always on.
Always present.
At scale.
Get in touch anytime – we would love to hear from you!
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