By Quino Martinez and Adam Lewis
Building owners may have a hidden income-generating asset – their roof. Utilizing rooftop space to advertise, by placing a sign or painting an advertisement onto a roof, is a rising trend, particularly in areas surrounding airports, where tourists can view advertisements on their descent into a city. For proof, visit Google Maps and look around major airports to find rooftop advertisements, such as the Target and Allstate logos on rooftops adjacent to O’Hare International Airport. Rooftop advertising has also gained popularity around the Orlando Eye, a 400-foot tall observation wheel in Orlando, Fla., from which rooftops are visible.
Landlords owning buildings on which rooftop advertising is possible could consider their roofs an asset and, in addition to leasing to third-party advertisers, could make advertising a bargaining point in negotiations with prospective tenants. Just like any other type of advertisement space, a rooftop’s value for advertising is based on its visibility. Accordingly, rooftops near tall buildings, airports, and tourist attractions are the most desirable. However, landlords who own buildings farther away from these structures can also generate demand for their rooftops.
One way is to verify that a rooftop is on a commercial airplane’s flightpath. Although they are not near an airport, rooftops are still visible to airplane passengers on their long descents into airports. Because airports generally use the same flight paths, a rooftop on one these flight paths will be visible to substantial amounts of airplane passengers daily, making it an attractive advertising space. Aside from noticing planes routinely flying over their building, landlords can visit websites that track flight paths to determine if their rooftop is on one.
Another way to generate demand for these rooftops is [Read more
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