Issue #19: The Billboard Industry’s Growth Problem—And the Solution You Haven’t Considered Yet
Monday, February 10, 2025
Editors Note
Welcome to this issue of Digital Display Insider! In this issue, we are shifting gears a bit and talking directly to traditional billboard operators who want to grow their business and ranking within the industry.
For years, the billboard industry has operated under a simple growth formula—build more billboards, buy out competitors, or convert static boards to digital. But as regulations tighten, land costs rise, and acquisitions become more expensive, traditional expansion has become harder than ever.
That’s why this week’s issue is focused on a new way for billboard operators to grow—without permits, land costs, or regulatory roadblocks. Mobile Digital Billboards (MDBs) offer a scalable, flexible, and high-impact alternative to the traditional OOH model, giving billboard companies the ability to expand their ad inventory instantly.
If you’re ready to future-proof your business and add new revenue streams without waiting on city approvals or breaking the bank, this issue is for you. Let’s dive in!
M.D.B. Startup Focus
The Challenge of Growing a Traditional Billboard Business in Today’s Market
For decades, billboard companies have been the dominant force in out-of-home (OOH) advertising. They’ve built their success on prime-location static and digital billboards, using high-traffic real estate to drive advertiser demand. But let’s be honest—growing a billboard business today isn’t as easy as it used to be.
Over the last several months, I’ve been talking to long-time billboard veterans and the concensus seems to be the same. Right now, if a billboard operator wants to expand, they have three primary options:
- Building new structures – This requires expensive land leases, navigating strict permitting processes, and waiting months (if not years) for approval. Even then, city ordinances and public pushback can block new development. And as cities expand, the black-out zones for OOH structures grows with it leaving HUGE gaps in geographical coverage.
- Buying out competitors – Mergers & Acquisitions are one way to grow, but high multiples on acquisitions make it increasingly expensive to secure new inventory. Many smaller operators can’t afford this path, and even larger companies are hesitant to overpay in an inflated market.
- Maximizing digital conversions – Swapping static boards for digital ones can increase revenue, but cities often limit the number of digital conversions allowed per year or require removal of a set number of older structures, making it a slow-growth strategy.
The reality is, traditional billboard expansion is expensive, slow, and full of regulatory challenges. What if there was a way to expand without dealing with these roadblocks?
Mobile Digital Billboards as an Expansion Strategy
Mobile Digital Billboards (MDBs) aren’t here to replace static and digital billboards—they exist to complement and expand what you’re already doing. Instead of fighting through bureaucracy or spending millions on acquisitions, billboard companies can add inventory instantly by integrating MDBs into their offerings.
MDBs provide high-impact advertising with none of the traditional barriers:
- No Land, No Permits, No Red Tape – Since MDBs don’t require physical structures, they bypass zoning restrictions and permitting delays entirely. You can add new ad inventory immediately, without waiting for government approvals.
- Reach More Locations, More Often – Traditional billboards are stuck in place. If your clients want to target a specific neighborhood, event, or competitor’s business district, they have to hope a billboard exists there. MDBs solve this by bringing the ad directly to the audience, wherever they are.
- Instant Market Expansion Without Overpaying – Buying another billboard company or their assets might cost millions. Adding an MDB costs a fraction of that while providing similar (or better) revenue opportunities. Instead of competing for static locations, you create new advertising opportunities where billboards don’t exist. Do your competitors own the prime locations in your market? Now you can compete!
- Dynamic, Event-Based Advertising – Unlike traditional billboards that require long-term contracts, MDBs allow advertisers to run campaigns for days or weeks, making them perfect for product launches, political campaigns, grand openings, and seasonal promotions where traditional inventory may not be available.
MDBs Expand Revenue Without Cannibalizing Existing Assets
Many billboard operators hesitate to adopt MDBs because they assume they will compete with their static or digital inventory. But that’s not the case. MDBs don’t replace traditional billboards—they fill the gaps where static billboards can’t reach.
Instead of competing with your existing billboards, MDBs open new revenue streams:
- Target High-Demand Areas Without Available Billboard Space – Some locations simply don’t allow new billboard development, leaving advertisers without options. MDBs solve this by delivering ads directly to high-traffic zones, no permits required.
- Extend Advertiser Campaigns Beyond Their Static Placements – Many businesses already buy billboard ads, but MDBs allow them to increase their reach without sacrificing their static inventory. A business advertising on a traditional billboard can now expand into new areas with an MDB campaign.
- Serve Businesses That Don’t Have Billboard-Level Budgets – Some advertisers want outdoor visibility but can’t afford long-term static placements. MDBs let them run shorter campaigns with more flexibility, making out-of-home advertising more accessible.
- Perfect for Time-Sensitive Campaigns – Election seasons, limited-time sales, and grand openings aren’t ideal for long-term billboard leases. MDBs allow businesses to run hyper-focused, short-term campaigns that drive immediate action.
Instead of viewing MDBs as competition, smart billboard operators will use them as an additional revenue tool—filling coverage gaps, expanding campaign reach, and bringing in advertisers who otherwise wouldn’t buy a traditional billboard spot.
Why Billboard Companies Are in the Best Position to Win With MDBs
Unlike a brand-new entrepreneur trying to start an MDB business from scratch, billboard operators already have everything needed to integrate MDBs seamlessly:
- You Have an Established Sales Team – Your team already sells advertising. Adding MDBs to your offerings is an easy upsell to existing clients.
- You Have a Built-In Customer Base – No need to start from zero—simply introduce MDBs to your current advertisers and show them how they can extend their reach.
- You Have Market Authority – Businesses already trust your brand when it comes to advertising. By offering MDBs, you position yourself as an innovator in OOH advertising, giving clients more reasons to work with you instead of a competitor.
- You Can Scale Quickly – Instead of waiting years for permits or competing in high-cost acquisitions, you can add MDBs immediately and start generating revenue without the usual barriers to expansion.
What Happens If You Don’t Adapt?
Right now, MDBs are still an emerging category—but they won’t be for long. I’ve been in the MDB business for 10 years, and I’ve never seen so many startup operators jumping into the mobile billboard business as right now. The question is, who will dominate the market first? You…or a startup you didn’t see coming!
- If you ignore MDBs, someone else will introduce them in your market before you do.
- If you don’t educate your advertisers on MDBs, another company will, and they’ll win that business.
- If you continue relying only on static placements, you’ll miss out on a rapidly growing segment of OOH advertising.
The billboard companies that integrate MDBs NOW will have a major advantage over those that wait.
Final Thoughts: Be the First to Own This Market
The opportunity is clear: Billboard companies that add MDBs to their inventory today will be ahead of the competition tomorrow.
Instead of fighting for permits, overpaying for acquisitions, or losing advertisers to digital-only platforms, you can expand your reach instantly, increase ad inventory, and drive new revenue—all without adding new locations or regulatory headaches.
The question is, are you going to take advantage of this first, or will you let someone else lead this category?
If you want to learn how to integrate MDBs into your business and position yourself as the leader in your market, let’s talk.
Jerry Teeter LED Truck Consulting www.jerryteeter.com/consulting
LED Truck Financing Options
Financing Options: Lease Your LED Truck with Currency
I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.
Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:
- Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.
- A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.
- Payments can be customized based on your needs, with turnback options at the end of the lease.
To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.
This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!
From The Vault: Past M.D.B. Campaigns
Coming off the Super Bowl a couple days ago, I wanted to share a memorable job we performed for Lyft back in January 2018.
Lyft was the official ride-share for the NCAA Championship Game at the Mercedes-Benz Dome in Atlanta. They wanted their customers to be able to watch the game outside the stadium, so they arranged to have one of our mobile digital billboard trucks to be parked just outside the stadium broadcasting the game on the side screens and their Lyft branding on the back screen.
The riders loved it and it was a unique way to create a better experience using a LED billboard truck that doubled as a outdoor TV screen that night.
Bonus Content
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AUTHOR:
Jerry Teeter
Founder/CEO Legion LED Trucks
Jerry Teeter is a pioneer in the mobile digital billboard industry, with over a decade of experience operating and manufacturing state-of-the-art LED trucks. As the founder of Legion LED Trucks and the creator of Digital Display Insider, Jerry shares his expertise to help entrepreneurs and businesses succeed in this innovative advertising space.
Need a LED Truck?
Legion LED Trucks is your source for new and used LED trucks and trailers.
If you need financing, lease options, or help knowing how to make money with your new truck, we can help you there too!
Contact us today and we will help you get started in your LED truck journey.
