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New Study Highlights Local Economic Impact of OOH

Date: February 04, 2016


Contact: Nicole Hayes
(202) 833-5566

New Study Highlights Local Economic Impact of OOH

Study Finds Average 74% of Billboard Advertisers are Local Businesses

February 3, 2016 (Washington, DC) – Nearly three in four ads (74%) in three major US markets promote small local business, according to a new study conducted by iMapData, a provider of economic and political impact analyses. The study, commissioned by the Outdoor Advertising Association of America (OAAA), found that each billboard advertiser in these test markets support 46 to 48 jobs, on average. 

In this study, iMapData looked at businesses using billboards in the Minneapolis, Phoenix, and Tampa markets, analyzing locations and advertisers. Findings tracked the outcomes of similar research in other markets: most billboard ads promote local commerce.  In these three major markets, thousands of local businesses using billboard advertising employ hundreds of thousands of people.

“There is no question billboards support local economies, and this study yet again proves it,” said OAAA President & CEO Nancy Fletcher. “Small businesses rely on this cost effective advertising medium to reach consumers and generate sales, thereby supporting jobs and the community.”  

Study Findings:

“Our local market research remains consistent over time, finding a significant number of billboard ads promote local businesses,” said Clarence Buffalo, Vice President of Research, iMapData. “Each of these advertisers represents hundreds of thousands of jobs within the community.”

For more information about specific category spend, please contact Nicole Hayes at or (202) 833-5566.

OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit



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