85% of Billboard Insider readers want a landlease with a term of 10 years or more to make it worthwhile to put up a static billboard.

The lease needs to be 15 years or more to justify a digital billboard due to the fact that a digital billboard costs 4-5 times as much as a static billboard. 80% of readers wouldn’t move ahead with a digital billboard unless the lease was in excess of 15 years. Half of Billboard Insider’s readers wouldn’t build a digital unless the lease was 20 years or more. […]