Showing signs: Online competition will hinder growth, despite the introduction of digital displays

Over the five years to 2018, revenue for the Billboard and Outdoor Advertising industry is expected to increase. Industry operators generate revenue through leasing of advertisement space on display faces, including billboards, public transit and street furniture. The industry experiences stiff competition from various advertising media. However, billboards remain an attractive form of advertising because of their ability to reach a mass market, a feat that is becoming more difficult as consumer markets fragment. Advertising clients are increasingly requesting the measurement of impression and exposure. This has been detrimental to the industry because this reach is easily deliverable through the various quantifiable metrics that online and social media advertisements offer...purchase to read more.

Industry Statistics & Market Size
Revenue
$9bn
Annual Growth 13-18
0.6%
Forecast Growth 18-23
x.x%lock
Profit
x.x%lock
Employment
37,300
Businesses
13,103
Market Share of Companies

Industry Threats & Opportunities

  • Clients are increasingly requesting measurements of impression and exposure, which has been detrimental to the industry
  • Operators generate revenue by selling advertisements on display faces
  • The total value of advertising expenditure is expected to continue growing

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    Industry Report - Industry SWOT Analysis Chapter

    The Billboard and Outdoor Advertising industry exhibits characteristics of a mature industry, as evidenced by its wholehearted market acceptance, development and innovations in product offerings and staunch competition. The industry’s contribution to the overall economy, measured by industry value added (IVA), is expected to increase at an annualized rate of 0.9% over the 10 years to 2023. This is below the projected 2.2% rate of growth for US GDP over the same period. ...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 Percentage of services conducted online in the Billboard & Outdoor Advertising industry impact industry performance..

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    What's in this report

    Industry Products

    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

    About this Industry

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources

    Industry at a Glance

    Industry Statistics Snapshot
    Industry Structure
    Executive Summary

    Industry Performance

    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Percentage of services conducted online
  • Corporate profit
  • Print advertising expenditure
  • Consumer spending

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

    • Industry Outlook
  • Threatened by online advertising
  • Brightening future for digital displays
  • Table: Billboard & Outdoor Advertising Industry Revenue Outlook

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

    • Products & Markets

    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
  • Alternative and other leased displays
  • Transit displays
  • Street furniture and other urban fixture 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
  • Healthcare and pharmaceutical
  • Retailers
  • 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

    Competitive Landscape

    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Purchases
  • Wages
  • Rent and utilities
  • Depreciation 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

    Major Companies

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

    • Operating Conditions

    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

    Key Statistics

    Table: Industry Data for the Billboard & Outdoor Advertising Industry
    Includes:
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Total advertising expenditure (2009-2023)

    • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios

    Jargon & Glossary

    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 Industry Market Report on Billboard & Outdoor Advertising is a comprehensive guide to market size and growth prospects. Ensure due diligence in your research with our strategic analysis of the factors influencing companies, including new product developments; economic, lifestyle and demographic influences; distribution and supply chain factors; and pricing issues.

    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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