Sign of the times: Technological advances in out-of-home media have boosted demand

The Billboards and Outdoor Advertising Services industry has long been in the shadow of more technologically advanced advertising media, such as TV and radio. However, high-speed internet and digital TV have provided consumers with more avenues for entertainment, which has led to greater fragmentation in advertising channels. Advertisers have increasingly recognised out-of-home (OOH) advertising services as an effective way to deliver messages to a mass audience.OOH advertising firms have benefited from an audience metric system called measurement of outdoor visibility and exposure (MOVE), along with the development of digital displays that allow several advertisements in one space...read more.

Industry Statistics & Market Size
Revenue
$990m
Annual Growth 14-19
10.5%
Forecast Growth 19-24
Profit
Employment
1,395
Businesses
89

Industry Threats & Opportunities

  • Digital display technology has allowed firms to capture a greater share of the advertising market
  • The industry has derived strong demand for the installation of OOH media in shopping centres
  • Forecast strong growth in commuter traffic will support the industry over the next five years
  • Industry Report - Industry Key Buyers Chapter

    The industry is highly concentrated, with the top four operators projected to account for approximately 90% of industry revenue in 2018-19. Industry concentration has increased over the past five years, due to several mergers and acquisitions. In particular, JCDecaux Australia's acquisition of APN Outdoors will greatly increase concentration in the current year. oOh!media Limited's purchase of HT&E's Adshel Street Furniture business in late 2018 will also contribute to the higher concentration.There has been other merger and acquisition activity across the industry over the period. In December 2015, APN Outdoor acquired the Victorian firm, Adspace Outdoor Pty Ltd, which operates eleven large format billboards and several development locations. At ...purchase to read more.

    Additional Insights for the Billboards and Outdoor Advertising Services Industry

    IBISWorld has determined the most important Key Success Factors for the Billboards and Outdoor Advertising Services are:

  • Ability to provide goods/services in diverse locations
  • Ability to compete on tender
  • Proximity to key markets
  • IBISWorld analysts also discuss how external factors such as Demand from media buying agencies and Number of motor vehicles in the Billboards and Outdoor Advertising Services industry impact industry performance..

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    What's in this report

    What is the Billboards and Outdoor Advertising Services Industry?

    Industry operators create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels, or on or within transit vehicles, shopping malls, retail stores and other display structures or sites.

    Industry Products
  • Billboard advertising
  • Transport venue advertising
  • Roadside advertising (excluding billboards)
  • Retail advertising
  • Industry Activities
  • Transport out-of-home advertising services
  • Airport out-of-home advertising services
  • Billboard outdoor advertising services
  • Retail out-of-home advertising services
  • Roadside out-of-home advertising services
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Demand from media buying agencies
  • Number of motor vehicles
  • Air passenger movements through capital city airports
  • Consumer sentiment index
  • Demand from airport operations
  • Demand from rail passenger transport

  • Current Performance
  • Trends and structure
  • Types of services
  • Private equity and consolidation
  • Technological innovations
  • Chart: Revenue Growth

  • Industry Outlook
  • Industry performance measures
  • Profit and cost structure
  • Industry innovation
  • Rising scrutiny
  • Table: Billboards and Outdoor Advertising Services Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Billboards and Outdoor Advertising Services Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Manufacturing
  • Retail Trade
  • Financial and Insurance Services
  • Public Administration and Safety

  • Key Selling Industries
  • Airport Operations
  • Office Property Operators
  • Rail Passenger Transport
  • Retail Property Operators
  • Urban Bus and Tramway Transport

  • Products & Services
  • Billboard advertising
  • Roadside advertising (excluding billboards)
  • Transport venue advertising
  • Retail advertising
  • Chart: Billboards and Outdoor Advertising Services Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Food and beverage companies
  • Media and communication companies
  • Retailers and retail brands
  • Entertainment companies
  • Motor vehicle companies
  • Finance companies
  • Service industries
  • Other markets
  • Chart: Major Market Segmentation for the Billboards and Outdoor Advertising Services Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Media site costs
  • Wages
  • Depreciation
  • Purchases
  • Construction and installation services
  • Rent and utilities
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Billboards and Outdoor Advertising Services

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Billboards and Outdoor Advertising Services Industry

  • Industry Globalization
    JCDecaux Street Furniture Pty Limited, oOh!media Limited,
  • Table: JCDecaux Street Furniture Pty Limited - financial performance
  • Table: oOh!media Limited - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Billboards and Outdoor Advertising Services 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 Billboards and Outdoor Advertising Services Industry
    Includes:
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Measurement Of Outdoor Visibility And Exposure
  • Otherwise known as MOVE. An industry-accepted system of audience measurement for outdoor advertising.
  • Ooh Media
  • Out of home (OOH) refers to the location of the industry's products and services.
  • Qr Codes
  • Quick response (QR) codes are machine-readable labels that can be processed by smartphones, linking consumers to detailed product information.
  • Street Furniture
  • Equipment and objects installed on streets and in public areas such as bus shelters.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Billboards and Outdoor Advertising Services market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    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 Billboards and Outdoor Advertising Services:
    • 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 Billboards and Outdoor Advertising Services 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 Billboards and Outdoor Advertising Services, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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