Signage: the facts and figures

International figures indicating the advertising revenue spend in the outdoor media sector provides persuasive evidence of the effectiveness of signs and signage.

Over the years, signage, specifically outdoor signage, has gained in popularity as a value-added advertising medium for consumers and businesses alike. Recognising the increased mobility of consumers, businesses have invested significantly in signage and outdoor advertising mediums. They’ve noted the extent to which a well-designed and well-placed sign can evolve from a simple advertising and marketing tool into a globally recognisable sign, signature sign or indeed landmark.

Advertising spend on signage

The increase in advertising revenue spend in the outdoor advertising sector proves that companies are set to continue creating signs and using signs that stand out.

- For instance, the Outdoor Advertising Association of America (OAAA) reported that in 2007 their industry revenue grew by 7%, accounting for $7.3 billion in total national advertising spend.
- In the UK, a 1998 report showed that 83% of the UK’s Top 100 Advertisers used outdoor advertising.
- In Australia, a Nielsen Media Research report showed that outdoor media attracted around 3.6% of Australia's $12 billion annual display-advertising expenditure.

These figures add credence to the value businesses place on superior outdoor signs, and signage in general.
Landmark signs

One of the major symbols of the power and longevity of an outdoor sign is the Hollywood sign, located in Los Angeles, California. Erected in 1923 at a cost of $21 000, this sign is today worth more than its initial advertising value and has become both a tourist landmark and valuable national asset.

Technological advancements have also played a great part in ensuring that the digital billboards of New York’s Time Square, London’s Piccadilly Circus and Tokyo’s Shibuya District are more than just signs, elevating elevated these locations to global tourist attractions.

Famous signs

Some brand names and logos provide ample evidence of the value of signs and signage. From a commercial perspective, Nike’s swoosh, Richard Branson’s Virgin logo or the golden arches of the McDonalds brand have given these companies major status.
Some signs, like the simply designed “London Underground” sign, the intertwined coloured rings on the Olympic logo, or the Red Cross emblem, don’t have a quantifiable material value but they have become famous signs and significant markers in the minds of the public.