It's a sign: Industry reveue will grow despite competition from various advertising media

Over the five years to 2017, revenue for the Billboard and Outdoor Advertising industry is expected to marginally decrease. Industry demand ultimately stems from trends in advertising expenditure, which makes the industry sensitive to fluctuations in disposable income, retail sales, corporate profit and other factors that influence marketing budgets. The slight decrease over the period is largely the result of the industry adapting to changing trends in advertising. As a result of continuing growth in advertising expenditures, rate increases and higher occupancy levels, industry revenue is expected to rise. Operators are anticipated to experience rising demand as businesses increase their advertising efforts...purchase to read more.

Industry Statistics & Market Size
Annual Growth 12-17
Forecast Growth 17-22

Industry Threats & Opportunities

  • Billboards remain an attractive form of advertising because of their ability to reach a mass market
  • Rising corporate profit and total expenditure on advertising has supported the industry
  • Operators will continue competing with online advertising platforms for revenue
  • Industry Report - Starting a New Business Chapter

    Barriers to entry in the Billboard and Outdoor Advertising industry are high and increasing. New companies will have trouble competing in the industry because it is highly capital intensive and there are generally a limited amount of displays available. Capital investment is needed to construct and maintain numerous sites and is increasing with the growing popularity of digital displays. While they do offer a higher return, their installation, maintenance and replacement costs all exceed those of more traditional billboards and advertisements. Companies generally lease the majority of their display locations. Such costs can present significant barriers for potential operators that do not have sufficient capital...purchase to read more.

    Additional Insights for the Billboard & Outdoor Advertising Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Billboard & Outdoor Advertising Industry are

  • Ability to negotiate successfully with regulator
  • Ability to provide goods/services in diverse locations
  • Ability to attract local support/patronage
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Demand from advertising agencies in the Billboard & Outdoor Advertising industry impact industry performance..

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    What's in this report

    What is the Billboard & Outdoor Advertising Industry?

    This industry is composed of companies that create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels as well as on or within transit vehicles, shopping malls, retail stores and other display structures or sites.

    Industry Products
  • Billboards
  • Alternative and other leased displays
  • Street furniture and other urban fixture displays
  • Transit displays
  • Industry Activities
  • Aerial advertising
  • Billboard-display advertising
  • Bus, taxicab and subway-car advertising
  • Display advertising
  • Indoor-display advertising
  • Outdoor-display advertising
  • Store-display advertising
  • Transit advertising
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Demand from advertising agencies
  • Corporate profit
  • Print advertising expenditure
  • Consumer spending

  • Current Performance
  • In the money
  • High-tech displays
  • Profit and consolidation
  • Chart: Revenue Growth

  • Industry Outlook
  • External competition
  • Future displays
  • Table: Billboard & Outdoor Advertising Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Billboard & Outdoor Advertising Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Car & Automobile Manufacturing
  • Television Broadcasting
  • Wireless Telecommunications Carriers
  • Advertising Agencies
  • Public Relations Firms
  • Media Buying Agencies

  • Key Selling Industries
  • Airport Operations
  • Billboard & Sign Manufacturing
  • Graphic Designers
  • Market Research
  • Public Transportation
  • Taxi & Limousine Services

  • Products & Services
  • Billboards
  • Transit displays
  • Street furniture and other urban fixture displays
  • Alternative and other leased displays
  • Chart: Billboard & Outdoor Advertising Industry Products and Services Segmentation

  • Demand Determinants
  • Consumer sentiment and spending
  • Total advertising expenditure
  • Expenditure on print and online advertising

  • Major Markets
  • All other
  • Financial and professional services
  • Entertainment, movies and sports
  • Restaurants, fast food and beverage
  • Retailers
  • Healthcare and pharmaceutical
  • Individuals and nonemployers
  • Federal, state and local agencies
  • Chart: Major Market Segmentation for the Billboard & Outdoor Advertising Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitPurchasesWagesRent and utilitiesDepreciation and other
  • Chart: Cost Structure Benchmarking – Sector vs Billboard & Outdoor Advertising

  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Billboard & Outdoor Advertising Industry

  • Industry Globalization
    Outfront Media Inc., Lamar Advertising Company, Clear Channel Outdoor Holdings Inc.,
  • Table: Outfront Media Inc. - financial performance
  • Table: Lamar Advertising Company - financial performance
  • Table: Clear Channel Outdoor Holdings Inc. - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Billboard & Outdoor Advertising Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Billboard & Outdoor Advertising Industry
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Total advertising expenditure (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
    Advertising Copy
  • The graphic and message of an advertisement.
  • Bulletin
  • The largest standardized form of outdoor advertising, usually measuring 14 feet by 48 feet.
  • Cost Per Thousand Impressions
  • A measure of the worth and cost of a specific marketing campaign.
  • Daily Impressions
  • The number of people that see an advertisement daily.
  • Display Face
  • The surface on which an advertisement is placed.
  • Poster
  • The standard billboard size, measuring about 12 feet by 24 feet.
  • Tendering
  • A written offer or bid to contract goods or services at a specified cost or rate.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Billboard & Outdoor Advertising Industry Research Report contains up-to-date data and analysis, allowing you to identify the strengths and potential weaknesses of major companies in the industry. Build your credibility with clients and prospects by sharing insights into the current and emerging trends driving their industry. Our market research gives you the tools to win new business and keep existing clients.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Billboard & Outdoor Advertising:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Billboard & Outdoor Advertising market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Billboard & Outdoor Advertising, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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