NIGP 91504: Advertising, Outdoor Billboard, etc.

NIGP 91504 Advertising, Outdoor Billboard, Etc., an Item code, encompasses the full range of advertising services state and local governments procure—from transit advertising and digital billboard placement to integrated creative campaigns and media buying for public agencies and higher-education institutions. Recent activity shows governments buying comprehensive advertising support that blends strategic creative development, media planning and placement, production services, and often revenue-sharing arrangements, particularly for transit systems and revenue-generating billboard and signage infrastructure. Issuing bodies range widely: state agencies (Michigan Department of Technology, Management & Budget, Michigan Department of Treasury, Michigan Gaming Control Board, Georgia Department of Natural Resources), counties (Cobb County School District in Georgia, Pulaski County in Arkansas, Seminole County in Florida), cities (Albuquerque, Kingman, Detroit, Cincinnati, Tarpon Springs, Janesville), transit authorities (Jacksonville Transportation Authority, Detroit Department of Transportation), and public universities (Lamar State College Orange, Sam Houston State University, Texas State Technical College, Georgia State University, Tarleton State University, Greater Orlando Aviation Authority). State of Michigan agencies are particularly active, with multiple lottery, education trust, responsible gaming, and statewide marketing procurements visible in the recent window. The geographic spread reflects activity across Texas, Michigan, Georgia, Florida, Arizona, Arkansas, Wisconsin, and Ohio, with notable concentration in Michigan procurement across state agencies and education institutions.

Representative recent opportunities include Lamar State College Orange's RFP 787-LSCO-052626 (due July 31, 2026) for advertising and media services supporting higher education marketing across Southeast Texas and Southwest Louisiana designated market areas, structured on hourly rates for consultation and design work plus estimated project costs, with a $1 million ceiling and VetHUB subcontracting requirement. Michigan State Lottery's RFP 260000000882 (May 6 proposal deadline) awarded to Simons-Michelson-Zieve, Inc., for $135 million over three years with four renewal options, covering creative development, media planning and placement, production, and market research across television, radio, digital, and out-of-home channels; ten bidders competed, with evaluation weighting technical qualification and oral presentations equally. Cobb County School District's RFI I26122 (due May 27, 2026) seeks integrated out-of-home and digital marketing to drive Cobb Virtual Academy enrollments, combining outdoor billboard awareness with measurable digital conversion tracking and analytics. Jacksonville Transportation Authority's RFP (due February 24, 2026) procured exclusive advertising sales and naming rights management across 120 bus shelters, 133 buses, and 1,182 interior cards, requiring a minimum annual guarantee of $1.5 million with JTA receiving 40 percent of gross revenues exceeding that threshold. The code sees steady activity across multi-year contracts (typically three to five years with renewal options), commission-based and hybrid pricing structures combining retainer and project fees, and frequent federal or state funding compliance requirements (FTA Buy America, DBE participation, VetHUB subcontracting) when transit or education agencies are involved.