Industry Analysis & Industry Trends
Over the past five years, revenue for the Billboard and Outdoor Advertising industry has increased in line with expanded marketing budgets since the recession. In an increasingly fractured media landscape, industry operators have maintained demand by providing rare access to a mass market. Outdoor advertising firms have also increasingly invested in digital displays, which despite facing some regulatory pushback have the potential to generate far greater revenue and returns than traditional billboards. As the economy and corporate profit continue to improve over the next five years, industry growth is expected to accelerate... purchase to read more
Industry Report - Industry Products Chapter
The Billboard and Outdoor Advertising industry offers a variety of products that can generally be segmented into four categories: billboards, street furniture displays, transit displays and other alternative forms.
The sale of ad space on billboards accounts for an estimated 72.8% of industry revenue. Major companies offer two forms of billboards: bulletins and posters. Billboards are often mounted on structures that are owned or leased by the company. Leases are negotiated with both private and public landowners for periods ranging from one month to 10 years, or even longer in some cases. Prices differ depending on exposure, or the potential number of consumers who will view the advertisement... purchase to read more