A good pitch: Technological advances in out-of-home media have increased industry demand

IBISWorld’s Billboards and Outdoor Advertising Services market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.


Industry Threats & Opportunities

  • Competition will remain high and contain profitability over the next five years

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    Industry Analysis & Industry Trends

    The Billboards and Outdoor Advertising Services industry has long been in the shadow of more technologically advanced advertising media, such as TV and radio, which have traditionally been more popular with both consumers and advertisers. High-speed internet and digital TV have provided audiences with more avenues for entertainment, which has left advertisers fewer mass-market media platforms due to the audience being fragmented across multiple platforms. Advertisers have increasingly recognised out-of-home (OOH) advertising services as an important part of delivering messages to a mass audience...

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    What is the Billboards and Outdoor Advertising Services industry?

    Significant barriers exist to the entry of new players. The three main barriers include the limited access to advertising space, access to technology and the ability to establish a brand within the industry. Of the three, access to advertising space is the most critical as it dictates what kind of services the new participant can offer. The degree of difficulty varies according to the kind of structure the new entrant wish to use. The erection of billboards and many retail out-of-home (OOH) displays require council planning permission. Space in other advertising forums, such as transport vehicles and airport terminals, tends to be periodically contracted out to interested parties.

    The industry is highly concentrated, dominated by high profile firms that operate nationally. Con...

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    Additional Insights for the Billboards and Outdoor Advertising Services Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Billboards and Outdoor Advertising Services Industry are

  • Ability to provide services in diverse locations
  • Ability to compete on tender
  • Displays in 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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    Products & Brands

    Major products in this industry
    Billboard advertising
    Transport venue advertising
    Roadside advertising (excluding billboards)
    Retail advertising
    Examples of brands in this Industry
    APN Outdoor
    Adshel Live
    Adshel Street Furniture
    Eye Corp

    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
  • 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
  • Types of services
  • Private equity and consolidation
  • Technological innovations
  • Chart: Revenue Growth

  • Industry Outlook
  • Profit and cost structure
  • Industry innovation
  • Rising scrutiny
  • Increasing consolidation
  • 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

  • Products & Markets
    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
  • Retailers and retail brands
  • Service industries
  • Food and beverage companies
  • Media and communication companies
  • Finance companies
  • Entertainment companies
  • Motor vehicle companies
  • Government and other organisations
  • Chart: Major Market Segmentation for the Billboards and Outdoor Advertising Services 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 Billboards and Outdoor Advertising Services

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

  • Industry Globalization
    Major Companies
    oOh!media LimitedAPN Outdoor Group LimitedHT&E LimitedJCDecaux Street Furniture Pty Limited
  • Table: oOh!media Limited - financial performance
  • Table: APN Outdoor Group Limited - financial performance
  • Table: HT&E Limited - financial performance
  • Table: JCDecaux Street Furniture Pty Limited - financial performance

  • Operating Conditions
    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
    Key Statistics
    Table: Industry Data for the Billboards and Outdoor Advertising Services Industry
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Jargon & Glossary
    Measurement Of Outdoor Visibility And Exposure
  • Otherwise known as MOVE. An industry-accepted system of audience measurement for outdoor advertising.
  • Out Of Home (Ooh)
  • Refers to the location of the industry's products and services.
  • Quick Response (Qr) Code
  • A machine-readable label 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.
  • 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 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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