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Billboard & Outdoor Advertising in the US: Market Research Report

Market Research • Market Size • Industry Statistics • Industry Analysis • Industry Trends

Billboard & Outdoor Advertising Market Research Report | NAICS 54185 | Jul 2016

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

IBISWorld’s Billboard & Outdoor Advertising market research report can be used to help you: understand market size and growth potential; major companies; draft business plans and pitch books; and conduct benchmarking and SWOT analysis. Our industry analysis highlights macro industry trends in the overall sector and micro trends faced by companies that do business in the industry. The industry report also provides key industry statistics and 5-year forecasts to anticipate future industry prospects so you can decide with confidence.

Report Snapshot
Industry Statistics & Market Size
Revenue
$8bn
Annual Growth 11-16
0.0%
Annual Growth 16-21
Annual Growth
Profit
Profit
Employment
41,892
Businesses
13,739
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
  • The industry will continue to experience a host of challenges
  • ... purchase to read more

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 2016, IBISWorld estimates that the top four industry operators will generate more than 50.0% of industry revenue, indicating a medium level of concentration. Several factors contribute to the moderate level of concentration in the industry, some that cap growth so that it is difficult to push upward into a high level of concentration and several that keep concentration above a low level.

The purchasing power of large companies in this industry contributes to the moderate level of concentration, propping it up. 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. Lik.. ... 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... purchase to read more

     


    Industry ProductsRelated Reports

    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: bulletinBillboards: posterAlternative and other leased displaysStreet furniture and other urban fixture displaysTransit displays
     
    Industry Activities
    Aerial advertisingBillboard-display advertisingBus, taxicab and subway-car advertisingDisplay advertisingIndoor-display advertisingOutdoor-display advertisingStore-display advertisingTransit 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
  • 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
  • Includes:
  • Industry Revenue (2007-2021)
  • Industry Gross Product (2007-2021)
  • Establishments (2007-2021)
  • Businesses (2007-2021)
  • Employment (2007-2021)
  • Wages (2007-2021)
  • Total advertising expenditure (2007-2021)
  • 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 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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