Broadsign has released its first State of Static OOH report, which provides insights into the current industry, along with a look into the future. The report is based on data collected through a survey of global OOH media leaders spanning 60 companies. More than two-thirds of survey participants were from companies with hybrid static/digital networks ranging from a few hundred screens to thousands.

Static OOH still accounts for nearly 70% of available OOH inventory. As expected, emerging technologies are changing the game and bringing new opportunities to the static OOH market. When it comes to growing future ad revenue, 53% of the static OOH media owners surveyed believe that operational inefficiencies put them at a competitive disadvantage. They are looking at technology that provides real-time insights into inventory availability, data and analytics with 87% of participants saying that adding more automation into their processes would benefit and help grow their business. More than half (59%) cited their interest in technology that would provide data-driven targeting and 47% mentioned data measurement and attribution.

A greener future for static OOH is a priority for the survey participants, with many saying they plan to implement more sustainable business practices to work towards a more carbon-neutral future. Nearly 64% of the group had already made pledges to reduce their carbon footprint and 17% noted an intention to implement sustainability measures. As for actions already underway, 56% of participants reported using energy-efficient LEDs for signage, while 33% reported using recycled materials, and 48% noted reusing or donating vinyl post-campaign.

Despite the popularity of digital out-of-home (DOOH) and programmatic digital OOH (pDOOH), static OOH remains the dominant format in the OOH space. Broadsign survey data shows that 73% of media owners expect to digitize less than a quarter of their existing static inventory moving forward. More than two-thirds of static OOH media owners classify their networks as hybrid and offer a mix of static and digital inventory. About 43% of owners say they plan to invest in digitization of their existing static faces in the next one to two years.

Broadsign was established in Montreal 20 years ago. Today it has one million signs across 82 countries and has a total of 270 employees.