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Billboard Insider

The news you need to run your out of home business.

Billboard Insider (www.billboardinsider.com) is a website provide a free source of news and analysis on the billboard, digital sign and 8 sheet business.

09/03/2026

Huntington Billboards (“Huntington”) announced today the sale of its Baton Rouge, LA outdoor advertising assets to McWhorter Media Group (“MMG”). Stark Capital represented Huntington Billboards in the transaction.
The transaction included 90 existing advertising displays, along with 10 additional displays currently under development. The assets are located across the greater Baton Rouge market. Terms of the transaction were not disclosed.
“We’ve worked hard to build a strong group of assets in the Baton Rouge market, and we’re pleased to see them become part of MMG,” said Huntington CEO and owner Justin Powell.

Huntington Billboards (“Huntington”) announced today the sale of its Baton Rouge, LA outdoor advertising assets to McWhorter Media Group (“MMG”). Star

09/02/2026

Back in July, Insider ran an article on Santa Monica betting on Digital Displays to revive the Third Street Promenade. The first of the digitals are in place and the local Fox News station featured initial reactions from residents. Here is that news story below.

https://youtu.be/LsOhsG6cIv0?si=Syrmmdc-evaztbtl

Seven displays received development-agreement approval when the district was created, and another 1,000-square-foot display to be installed at the landmark building at the 1355 Third Street Promenade. The porposal allows for:

The city is not giving away the advertising rights cheaply.

Back in July, Insider ran an article on Santa Monica betting on Digital Displays to revive the Third Street Promenade. The first of the digitals are in place

09/01/2026

By Becky Smith, Steward of Operations, Behind the Board

Building without building the capacity to sell it.

There's an out of home operator who's been heavily focused on development. The strategy made sense. Build the assets, create value, eventually sell them. But while the structures were going up, the sales capacity wasn't keeping pace.

Twenty new digitals don't just create opportunity. They create work. Someone has to sell those 160 slots. Someone has to manage the contracts, collect the artwork, schedule the creative, invoice the advertisers, handle the leases, and keep it all moving.

It shows up everywhere, not just in development.

An owner developing new sites while still running day to day operations. A salesperson buried in admin work instead of prospecting. Follow up that only happens because somebody remembered. Software a company pays for every month while still doing the same task by hand.

"It's faster if I do it myself."

That one gets a lot of us.

By Becky Smith, Steward of Operations, Behind the Board Building without building the capacity to sell it. There's an out of home operator who's been heav

08/28/2026

Huntington Billboards (“Huntington”) announced today the sale of its Florida outdoor advertising assets to Lamar Advertising Company (“Lamar”). Stark Capital represented Huntington Billboards in the transaction.
The transaction included 48 existing advertising displays, consisting of 42 static displays and 6 digital displays, along with 8 additional displays currently under development. The assets are located across multiple Florida markets, including Panama City Beach, DeFuniak Springs, Ocala, and Orlando. Terms of the transaction were not disclosed.

Huntington Billboards (“Huntington”) announced today the sale of its Florida outdoor advertising assets to Lamar Advertising Company (“Lamar”). Stark

08/26/2026

By Nick Coston

When you think of billboard towns, it’s easy to conjure up New York, Chicago and Los Angeles. Philadelphia is awesome too especially when driving north on I-95 through the heart of the city. Billboard heaven on both sides of the road, nice and low so you can read the copy.

Those big metro areas are easy marks. Any average Joe on the street can tell you this. But I am not your average Joe.

My favorite billboard town is none of these hot spots. Mine is way out west, western Texas to be exact, where the boards are a compilation of small and large companies, local and regional ads, and lots of dust. ‘

Ok, the gig is up. I’m talking about Amarillo, as in Amarillo, Texas, proud home of the world-famous Cadillac Ranch, The Big Texan Steak and Brewery, the humongous Palo Duro Canyon, only the second largest canyon in the U.S, and finally a large portion of historic Route 66, that runs from Chicago to Santa Monica, California.

By Nick Coston When you think of billboard towns, it’s easy to conjure up New York, Chicago and Los Angeles. Philadelphia is awesome too especially when dr

08/25/2026

Lamar Advertising and Link Media offer an interesting look at the economics of suburban and rural billboard portfolios. Lamar is the much larger operator, while Link is even more concentrated in smaller rural markets in the Midwest. Their Q2 2026 results highlight one thing in particular: both companies continue to keep site lease costs below 20% of revenue.

Link wins on land costs. The company reported ground rent of 16.2% of billboard revenue, compared with 19.1% for Lamar. Link's reported figure benefited from ASC 842 accounting changes, but even excluding that impact, land cost was approximately 17.8% of revenue.

That is particularly notable given Link's rural market concentration. The company generated $11.7 million of Q2 billboard revenue across approximately 7,500 faces, or roughly $520 per face per month. Despite relatively modest revenue per face, Link has maintained a very disciplined lease-cost structure.

Link has also been an exceptionally stable operator.

Lamar Advertising and Link Media offer an interesting look at the economics of suburban and rural billboard portfolios. Lamar is t

08/20/2026

We've been running some examples of creative self-promo billboards. Gila River Outdoor's Mary Ellen ("Mel") Pap runs her picture as a self promo on her signs. We talked with her to learn more

Mel, how did you get into out of home advertising.
My background includes all forms of media—television, radio, print, and outdoor advertising. I’ve had the opportunity to work with Clear Channel Outdoor, Street Media Group, and, for the past two years, Gila River Outdoor. I’ve loved every phase of my media career, but outdoor advertising is my passion in this chapter. I love the strategy and creativity that go into creating impactful outdoor campaigns. I’m passionate about helping clients get noticed and get results—and honestly, I can’t imagine doing anything else.
You’ve got a great self-promo billboard. Where did the idea come from?
We’ve been discussing self-promos for a while. My boss, Denise came up with a clever version with a slight caricature.

We've been running some examples of creative self-promo billboards. Gila River Outdoor's Mary Ellen ("Mel") Pap runs her picture as a self promo on her sign

08/19/2026

Yesterday Billboard Insider reported that the DOJ is investigating certain transactions involving insurance companies owned by Mark Walter, the owner of TWG Global. TWG Global is a partner in the pending buyout of Clear Channel Outdoor. The Wall St Journal ran an additional story today which included this:

The recent government scrutiny of deals by Walter"s insurance companies seemed to come by chance. It began with a whistleblower… In April 2025, Walter"s conglomerate, TWG global, announced that Mubadala, the Abu Dhabi fund, would help it raise $10 billion in fresh equity. Based on the whistleblower's account authorities began to explore whether Guggenheim Investments, partly owned by TWG, might have used misleading contracts to inflate revenue and secure a better deal.

The Journal mentions that the government hasn't charged Walter with any crimes and that Walter is in the process of selling or unwinding the undisclosed loans.

Yesterday Billboard Insider reported that the DOJ is investigating certain transactions involving insurance companies owned by Mark Walter, the owner of TWG Glo

08/17/2026

Here are the financial results for Link Media Outdoor for the second quarter of 2026 sponsored and analyzed by SignValue. The numbers come from the Boston Omaha 2Q 2026 10Q and investor presentation.

- Billboard revenues increased 3% to $11.7 million during the second quarter of 2026 due to increases in occupancy and rate.
- Lease expense declined by 8% to $1.9 million in the first quarter of 2026 due to the implementation of a new accounting standard (ASC 842 lease accounting). Lease costs totalled 16.2% for the 3 months ended June 2026 down from 18.2% of revenue during the second quarter o0f 2025. We consider lease costs of less than 20% to be outstanding.
- Employee costs increased 6.7% to $2.2 million.
- As a result of the above adjusted cashflow (EBIDTA) increased by 15% to $4.8 million in the second quarter of 2026.
- Capital expenditures totaled $1.0 million during the second quarter of 2026 up from $653,000 during the second quarter of 2025.

Here are the financial results for Link Media Outdoor for the second quarter of 2026 sponsored and analyzed by SignValue. The numbers come from the Boston O

08/12/2026

By Nick Coston

Years ago, when I first started out in OOH, say around 2001, Clear Channel Radio bought a well-known OOH company, Eller Media. The new name became Clear Channel Worldwide, combining both the power of radio and outdoor media. The thought was that consumers would be in their cars listening to the radio as they drove past billboards, transit or posters.

Hit ‘em twice!

A one-two punch as we used to say, right? Clear Channel even set up in certain larger markets, selling teams that were assigned the task or selling both products, combined, as one. Most of those reps came from radio. The combo garnered a lot of attention in the beginning, even CBS bought an outdoor company and renamed it CBS Outdoor for years. Telling retailers that you worked for CBS had a certain cache to it, advertisers felt like they were going into entertainment, even though they were buying mostly transit from them.

By Nick Coston Years ago, when I first started out in OOH, say around 2001, Clear Channel Radio bought a well-known OOH company, Eller Media. The new name be

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