Great outdoors: Technological advances in out-of-home media have boosted industry 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.Industry revenue is expected to surge at an annualised 8.2% over the five years through 2017-18, to reach $895.5 million. The industry has exhibited robust growth, expanding into digital display technology and capturing a greater share of the advertising market from other media...read more.

Industry Statistics & Market Size
Revenue
$896m
Annual Growth 13-18
8.2%
Forecast Growth 18-23
x.x%lock
Profit
x.x%lock
Employment
959
Businesses
88
Market Share of Companies

Industry Threats & Opportunities

  • Out-of-home advertising services are an important part of delivering messages to a mass audience
  • The industry has derived strong demand for the installation of OOH media in shopping centres
  • Some segments will yield savings in labour productivity associated with digitalised billboards

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    Industry Report - Industry Investment Chapter

    The industry has a high degree of capital intensity. This primarily relates to the equipment used for the installation and illumination of advertising materials. The industry requires physical display apparatus and is increasingly moving across to digital displays, which are more expensive, more technologically advanced and labour-saving in operation.For every dollar spent on wages, industry firms invest $0.98 in capital equipment. Much of the capital equipment installed by the industry is subject to vandalism or exposure to the elements and while a billboard may have a notional lifespan of 15 years, this requires constant maintenance and repair activity. Dig...purchase to read more.

    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 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

    Industry Products

    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

    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
  • 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
  • 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

    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
  • Internal competition
  • External competition

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

    • Industry Globalization

    Major Companies

    oOh!media Limited, APN Outdoor Group Limited, JCDecaux Street Furniture Pty Limited, HT&E Limited,
  • Table: oOh!media Limited - financial performance
  • Table: APN Outdoor Group Limited - financial performance
  • Table: JCDecaux Street Furniture Pty Limited - financial performance
  • Table: HT&E 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
    Includes:
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)

    • 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.
    • What Our Customers Say
    Why buy this report?

    IBISWorld’s Billboards and Outdoor Advertising Services 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.

    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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