Background

• Out of home advertising is a growing $6.8 billion industry; the OAAA anticipates sustained growth in 2007.
• A tiny fraction of billboards are digital (700-plus out of an estimated 450,000 total billboards in the United States).
• Over the next few years, it is anticipated that several hundred digital displays may be built each year.
• Copy changes on billboards; digital technology is a means for changing static copy.
• Digital billboards display static messages that resemble standard painted/printed billboards when viewed.
• Digital billboards do not feature animation, flashing lights, scrolling, or full-motion video. These standards are reflected in the OAAA Code of Industry Practices to ensure that commercial and noncommercial messages disseminated on standard-size digital billboards will be static messages and the content shall not include animated, flashing, scrolling, intermittent or full-motion video elements.