Single-sheet Posters Gain OOH Market Prominence

The Outdoor Advertising Assn. of America (OAAA) reports many large-format printers are now providing single-sheet poster products. The substrates used commonly include polyethylene and lightweight PVC vinyl.

CBS Outdoor, Clear Channel Outdoor and Lamar Advertising Co. will continue to accept paper posters until March 1, 2009, after which the companies will only accept single sheet posters.

At that time, approximately 65% of the U.S. poster inventory will only accommodate single-sheet posters. For the remaining 35% of the inventory, most locations will continue to use paper posters.

The introduction of single-sheet posters will alter some existing operational practices related to poster panels. Single-sheet posters won’t be rotated; they’re intended for a single use. However, they’re expected to perform for at least eight weeks. A 5% overage is recommended if necessary. Single-sheet posters won’t peel away from poster structures and won’t bleed due to moisture. Since installation procedures are streamlined, single-sheet posters can be installed during inclement weather.

Some single-sheet posters are recyclable. The industry, according to OAAA, has identified Avangard Innovative as a preferred recycling vendor for polyethylene posters.