Landlords are looking up for additional revenue streams—up on the rooftop, that is. Rooftop signage has dramatically increased in popularity as landlords look for ways to maximize cash flow. For owners with well-located buildings, the additional income can be significant. We sat down with CBRE VP Izzy Eichenstein, who recently completed a rooftop signage deal at an industrial facility near LAX, for an exclusive interview to talk about why rooftop signage is becoming more popular, how the deals are structured and what landlords need to know before signing a rooftop signage deal.

GlobeSt.com: How does rooftop signage create an additional revenue stream?

Izzy Eichenstein: This new type of billboard near airports is clearly visible and eye-catching to passengers landing. TV studios and even politicians have recognized this as an opportunity to advertise television shows and political campaigns. They in turn pay money to property owners for the right to use their building rooftops for this purpose. This type of signage is quite different than standard billboards along freeways, as it grabs the attention of passengers who aren't otherwise preoccupied by driving or talking on the phone (since during landing all such electronic devices have to be turned off). In this way, this newer mode of advertising has proven quite effective.