Outdoor Ads Can Credibly Claim to Be AI-Resistant -- Market Talk

Dow Jones06-12 19:22

1120 GMT - Outdoor advertising is one of the few ad formats that can credibly claim to be safe to the threat from AI, but billboard operators seem to be flying under investors' radar, Bernstein analysts say in a research note. "In ten years' time, we'll probably still be out on the streets, seeing ads in the real world. Whether we'll still be watching traditional TV in the same way is a slightly more open question," the analysts say. Outdoor ad revenue is cyclical, but costs are less forgiving, which helps explain why few listed players are still standing, they add. The combined market value of the listed out-of-home ad industry in the U.S. and Europe--Outfront Media, Lamar Advertising, JCDecaux and Stroeer--amounts to roughly $28 billion, according to Bernstein. JCDecaux and Stroeer rise 0.4% and 0.1%, respectively. Outfront shares rise 1%, while Lamar's fall 0.9% in U.S. premarket trading. (adria.calatayud@wsj.com)

(END) Dow Jones Newswires

June 12, 2026 07:22 ET (11:22 GMT)

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Outdoor ad revenue is cyclical, but costs are less forgiving, which helps explain why few listed players are still standing, they add. The combined market value of the listed out-of-home ad industry in the U.S. and Europe--Outfront Media, Lamar Advertising, JCDecaux and Stroeer--amounts to roughly $28 billion, according to Bernstein. JCDecaux and Stroeer rise 0.4% and 0.1%, respectively. Outfront shares rise 1%, while Lamar's fall 0.9% in U.S. premarket trading. 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Whether we'll still be watching traditional TV in the same way is a slightly more open question,\" the analysts say. Outdoor ad revenue is cyclical, but costs are less forgiving, which helps explain why few listed players are still standing, they add. The combined market value of the listed out-of-home ad industry in the U.S. and Europe--Outfront Media, Lamar Advertising, JCDecaux and Stroeer--amounts to roughly $28 billion, according to Bernstein. JCDecaux and Stroeer rise 0.4% and 0.1%, respectively. Outfront shares rise 1%, while Lamar's fall 0.9% in U.S. premarket trading. 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