Grace Outdoor Advertising

What Grace Outdoor Advertising does

Grace Outdoor Advertising is a privately-held, family-owned outdoor advertising operator founded in 2004 and headquartered at 1201 Lincoln Street, Suite 300, Columbia, South Carolina. The company owns and operates a network of traditional vinyl and digital LED billboards across 7 markets in South Carolina (Columbia, Greenville, Florence, Fort Mill, Spartanburg, Charleston) and North Carolina (Charlotte, with Fayetteville added in February 2025). Core products include static billboards in standard sizes (6x12 through 24x32), digital LED boards supporting still and video rotation, and a digital rotary campaign product that allows advertisers to share 5-6 locations while paying for 2 at a time, priced at $500-$3,000 per month. Supporting services include an in-house creative team (Graphics Hub) providing artwork and template downloads, billboard inventory management, and structure maintenance.

Revenue is generated primarily through subscription-recurring billboard leases (both static and digital) supplemented by professional services for creative design. Go-to-market is sales-led via named account executives (Noel, Dav, Tara, Todd), with inside-sales quote capture on the company website. The customer base is heavily weighted toward local SMBs across real estate, restaurants, home services, financial services, healthcare/nonprofit, and government verticals, with named clients including The Downing Group, Beacon Drive-In, Elite Lawn and Landscape, Children's Trust of South Carolina, and the City of Columbia.

The company differentiates through a co-developed municipal partnership: 'Rosie,' a 100% electric autonomous street sweeper with a built-in digital advertising screen operating in Columbia's Main Street District, created in partnership with the City of Columbia. Additional ecosystem extensions include a 2022 partnership with Ride Jaunt for ride-share vehicle wraps in Columbia's Vista entertainment district. Headcount is reported at 11-50 employees, with leadership including Diana Stevenson (CEO), Josh Madsen (Chief Operating Officer), and Hal Stevenson (Chief Development Officer). No funding rounds, M&A activity, or revenue figures are publicly disclosed.

Name

Grace Outdoor Advertising

Legal name

Grace Outdoor Advertising

Website

https://graceoutdoor.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Grace Outdoor Advertising is a privately-held, family-owned Columbia, SC outdoor advertising operator running traditional and digital billboard networks across 7 markets in South Carolina and North Carolina, serving local SMBs with subscription leases, creative services, and a co-developed robotic street sweeper ad format.

Ownership category

akta.pro rank

Product category

Outdoor Billboard Advertising

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Static Billboard Advertising (MPAAAKAA)

akta.pro secondary industries

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA), Mobile & Vehicle Wrap Advertising (Fleet Graphics, Mobile Billboards) (BPAFALAG)

Keywords

• Outdoor billboard advertising
• Digital billboard leasing
• Out-of-home advertising
• Billboard structure maintenance
• Creative advertising design

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Billboard Advertising Leasing: Traditional and digital billboard space rental and leasing services to businesses for advertising campaigns. Digital boards offer rotation options with scheduled advertising slots.
2. Digital Rotary Campaigns: Rotating advertising across multiple digital boards on scheduled basis. Clients can move ads from one board to another every 2-4 weeks, providing broad coverage at reduced cost compared to static placement.
3. Creative Services: In-house artist provides advertising design services from artwork creation to campaign ideas. Includes templates for digital and traditional billboards.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Grace Outdoor Advertising leases traditional static vinyl and LED digital billboard space to businesses across South Carolina and North Carolina, offering rotating digital campaign packages across multiple boards. The company also operates the unique Rosie autonomous electric street sweeper with a built-in digital ad screen in Columbia's Main Street District, and provides in-house graphic design and creative services for billboard campaigns.

Product overview

Grace Outdoor Advertising is a locally-owned, family business providing outdoor billboard advertising services across South Carolina and North Carolina. The company operates both traditional (static vinyl) and digital billboard networks across multiple markets including Columbia, Greenville, Florence, Charleston, Charlotte, and expanding into Fayetteville, NC. The core offering includes traditional billboards in standard sizes, digital billboards with rotating content capabilities, and innovative advertising through Rosie the autonomous electric street sweeper with built-in digital display. Supporting services include in-house graphic design/creative services, billboard inventory management, and structure maintenance. The company also offers digital rotary campaigns that rotate advertisements across multiple digital board locations on scheduled intervals, providing flexibility and cost-effective coverage for advertisers.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Static Billboards
• Digital LED Billboards
• Rosie the Robotic Street Sweeper Advertising
• Graphics Hub / Creative Services
• Billboard Inventory Management Service
• Billboard Structure Maintenance

Quantifiable outcome

• Digital rotary campaigns can provide full market coverage at cost of 2 billboards instead of 6
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• Ride JauntminorGTM or Marketing Partner · 1 September 2022Partnered with Ride Jaunt, a free ride-share service provider in Columbia's Vista entertainment district. Grace Outdoor wraps vehicles with advertising for businesses looking to reach commuters and pedestrians in Five Points, The Vista, Bull Street District, Main Street, and Williams Brice Stadium areas.
• City of ColumbiacoreStrategic or Co-development Partner · 1 January 2020Partnered with City of Columbia approximately three years ago to deploy Rosie, an electric autonomous street sweeper with digital advertising capabilities on Main Street. Grace Outdoor provides the advertising technology while the city provides the street cleaning service.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Fairway Outdoor Advertising: Regional outdoor advertising company operating static and digital billboards in the Southeast, including the Carolinas. Direct competitor with comparable local-market focus, digital rotation campaigns, and SMB customer mix.
• DDI Media: Southeast-focused outdoor advertising operator providing digital and static billboard advertising across regional markets. Closely comparable to Grace in operating model, technology stack, and SMB advertiser base.
• Crouch Outdoor Advertising: Regional outdoor advertising company with billboard inventory across the Carolinas and Southeast. Competes with Grace in SC/NC on both static and digital placements, serving a similar mix of local businesses and regional advertisers.
• Signal Outdoor (formerly Signal Outdoor Media): Regional outdoor advertising operator focused on the Southeast U.S. Direct overlap with Grace's geographic footprint and similar offering of digital and static billboards with rotational campaigns for local businesses.

Broad incumbents

• OUTFRONT Media: Major U.S. out-of-home media company operating billboards, transit, and digital displays across the country, with presence in the Carolinas. Same core business of billboard leasing and digital rotation, but with a national sales infrastructure and programmatic OOH platform.
• Clear Channel Outdoor (CCO): Global outdoor advertising operator with a large U.S. billboard footprint, including SC and NC. Closely comparable offering (static vinyl + digital billboards, rotary campaigns) at national scale, with similar SMB and agency advertiser mix.
• Lamar Advertising: One of the largest U.S. outdoor advertising operators (REIT) with thousands of billboards and digital displays nationwide, including major SC and NC markets. Directly comparable business model (static + digital billboards, leasing model) but at vastly larger scale and geographic breadth.

Regional players

• Adams Outdoor Advertising: Mid-size regional outdoor advertising operator with billboards across the Southeast and Midwest. Highly comparable model — local/regional static and digital billboard leasing with rotary campaign options — and the closest scale analogue to Grace Outdoor in terms of geographic focus.
• Link Media Outdoor: Outdoor advertising operator with regional billboard networks across multiple U.S. markets. Comparable static + digital billboard leasing model and SMB advertiser focus, with somewhat broader geographic reach than Grace.

Emerging players

• Branded Cities: Operator of large-format and digital spectacular OOH assets in major U.S. and Canadian markets. Tangentially comparable as a digital-OOH innovator with a focus on premium, high-impact placements — relevant adjacency to Grace's digital growth and Rosie-style innovation strategy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/graceoutdoor
• YouTubeyoutube.com/@graceoutdooradvertising9230
• Facebookfacebook.com/pages/Grace-Outdoor/109527645755004
• LinkedInlinkedin.com/company/graceoutdooradvertising
• Instagraminstagram.com/graceoutdooradvertising

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grace Outdoor Advertising