Good signs: Rising advertising expenditure and rate increases will improve revenue

IBISWorld’s industry research report on Billboard & Outdoor Advertising provides up-to-date sales and market data, allowing you to identify the product and customer segments driving revenue growth. The report identifies the leading companies in the industry, and offers strategic analysis of the key factors influencing the market. Our data forecasts are accompanied by full analysis to illustrate how the market is responding to dominant and emerging trends.


Industry Threats & Opportunities

  • Billboards remain an attractive form of advertising because of their ability to reach a mass market
  • Digital displays have become increasingly popular because of their ability to reach a wider audience
  • Increases in consumer spending, corporate profit and total advertising expenditure are expected to boost revenue
  • 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.

    Industry Report - Industry Locations Chapter

    The nature of operations in the Billboard and Outdoor Advertising industry results in a geographically dispersed structure. The Southeast region accounts for the largest proportion of industry establishments. However, California and New York, two of the largest markets for outdoor advertising, also have large numbers of businesses.


    The Southeast accounts for the greatest proportion of establishments in the Billboard and Outdoor Advertising industry. IBISWorld estimates that the Southeast region will account for 26.8% of industry establishments in 2017, slightly higher than its share of the US population. The Southeast also includes Florida, the state with the third-highest share of industry establishments at 7.6% o

    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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    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: bulletin
    Billboards: poster
    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
  • Demand from advertising agencies
  • Corporate profit
  • Consumer spending
  • Percentage of services conducted online

  • Current Performance
  • Digital expansion
  • Profit and consolidation
  • Chart: Revenue Growth

  • Industry Outlook
  • Mass-market and digital appeal
  • Employment and enterprises
  • 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: bulletin
  • Billboards: poster
  • 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 and business sentiment
  • Total media expenditure
  • Regulation

  • Major Markets
  • Other
  • Miscellaneous retailers
  • Financial, professional and real estate services
  • Media and other entertainment companies
  • Food and drink, including restaurants
  • Nonemploying businesses and individuals
  • Government and nonprofit advertisers
  • Healthcare and pharmaceutical companies
  • 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
    ProfitPurchasesRent and utilitiesWagesDepreciation
  • Chart: Cost Structure Benchmarking – Sector vs Billboard & Outdoor Advertising

  • Basis of Competition
  • Internal competition
  • External 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
  • Table: Lamar Advertising Company - financial performance
  • Table: Outfront Media Inc. - financial performance
  • Table: Clear Channel Outdoor Holdings - 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
  • 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
    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.
  • Why buy this report?

    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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