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 Key Buyers Chapter
In 2015, IBISWorld estimates that the top four industry operators will generate more than 40.0% of industry revenue, indicating a medium level of concentration. Concentration has been slowly increasing in the industry as large operators have continued to acquire small competitors. For example, Lamar Advertising Company has increased its capacity by about 6.0% during the past five years through acquisitions alone. Likewise, CBS Outdoor (now Outfront Media) recently expanded its outdoor billboard portfolio by 1,100 through its asset acquisition of Van Wagner Communications.
An estimated 77.8% of establishments have fewer than 10 employees, and only 1.2% of industry establishments have 100 or more. This suggests that the industry still has a large number of small companies... purchase to read more