OPERATORS in the outdoor advertising industry are prioritising the integration of advanced technologies to monitor and maintain their billboards islandwide as one of the key lessons learnt after the passage of Hurricane Beryl.

Chairman of the Out of Home Association, Stephen Steele, told the Jamaica Observer that some players in the industry have already created a roadmap for enhancing their preparedness for future events, with an eye on continued growth while prioritising resilience, safety, and innovation. They’re also looking to work closer with the National Environment and Planning Agency on building standards.

“The outdoor advertising industry is focusing on enhancing its preparedness for future events. This involves the continued use of durable materials, the improvement of emergency response plans, and the leveraging of technology for better monitoring and maintenance of structures. Additionally, there is an emphasis on strengthening relationships with clients to ensure their confidence in the industry’s ability to provide reliable advertising solutions, even amidst natural disasters,” Steele, who is also chairman of outdoor advertising companies Iprint Digital and National Outdoor Advertising, said.

Already pressured by rising interest rates, operators within the outdoor advertising space have bemoaned damage to advertising structure which includes tri-media (three individual images or messages displayed on a rotating out-of-home advertising sign), traditional boards with banner or panel faces, bus shelters, and digital billboards.

It’s still early days and, as such, companies are assessing the impact, but the structures worst impacted by the hurricane in the parishes of Clarendon, Mandeville, and St Elizabeth mirror damage residences and business operators faced. However, there’s a silver lining.

“This represents a small portion of the overall national portfolio,” Steele told BusinessWeek.

Hours ahead of Hurricane Beryl the outdoor advertising companies deployed teams to secure and, where necessary, dismantle vulnerable structures to prevent damage.

For National Outdoor Advertising, that meant removing signs that were coastal, on top of buildings or structures that were deemed susceptible to property damage or loss of lives. Additionally, electronic, and digital displays were powered down to avoid electrical damage.

“Companies took proactive measures to prepare for Hurricane Beryl by closely monitored weather reports, coordinated with local authorities to stay informed about the hurricane’s path and potential impact,” Steele said.

Hurricane Beryl has passed roughly two weeks to date, but it’s still casting a long shadow over the island, particularly the western side. Approximately 30,000 Jamaica Public Service customers are still without electricity – the vast majority in St Elizabeth where fewer than 20 per cent of customers have seen their electricity restored so far.

Now heavy rains associated with a tropical wave have flooded parts of the island. The Meteorological Service of Jamaica has cautioned residents to brace for more rain. But for outdoor advertising companies, it’s the wind associated with the changing weather conditions that causes much worry.

“Beryl has come at a troubling time. The industry has come under pressure with high interest rates regime and this has had a direct impact on corporate profits. Notwithstanding, like Jamaica, the industry is resilient,” Steele said.

Work is currently underway to replace and restore damaged structures, Steele said, although he did not provide an estimate of how much restoration and replacement work has been completed so far. There is also greater communication happening between the agencies and clients to keep them updated on the status of their advertising campaigns and provide alternative solutions when necessary.

“Companies are working around the clock to assess the damage, remove debris, and replace affected structures,” he said, adding that the industry is united in its efforts to restore all structures as quickly as possible while maintaining high safety standards.