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  • Alex Pettee, CFA

Billboard REITs: In Your Face, But Under-The-Radar

  • Advertising billboards have become a symbol of American consumerism and an inescapable fixture of the typical American commute. REITs own a commanding share of the nation's 300,000 outdoor advertising displays.

  • The lack of a commute for many Americans throughout the pandemic slammed these REITs last year as far fewer eyeballs were looking at Out-of-Home ("OOH") advertising displays.

  • The mass transit segment of the OOH market has been hit particularly hard amid a plunge in ridership. Outfront's massive deal with the New York MTA has been especially unfortunate.

  • Traditional billboards - generally those located adjacent to highways - have fared far better with a full recovery expected this year. Lamar's focus on this segment has been advantageous.

  • Unlike other media, there's "only one channel" on the highway. We like sectors with clear supply constraints, and these REITs are well-positioned to capture the steadily rising ad spending towards OOH.

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Additional Disclosure: It is not possible to invest directly in an index. Index performance cited in this commentary does not reflect the performance of any fund or other account managed or serviced by Hoya Capital Real Estate. Data quoted represents past performance, which is no guarantee of future results. Information presented is believed to be factual and up-to-date, but we do not guarantee its accuracy.

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Hoya Capital Research & Index Innovations is an affiliated index provider and research firm that builds custom indexes tracking U.S. commercial and residential real estate sectors, including indexes tracked by exchange-traded funds (ETFs). 

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