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



Abstract

Billboard & Outdoor Advertising in the US

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.

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.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.



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Table Of Contents

Billboard and Outdoor Advertising in the US - Industry Market Research Report

TABLE OF CONTENTS

ABOUT THIS INDUSTRY
Industry Definition
Main Activities
Similar Industries
Additional Resources

INDUSTRY AT A GLANCE

INDUSTRY PERFORMANCE
Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle

PRODUCTS and MARKETS
Supply Chain
Products and Services
Demand Determinants
Major Markets
International Trade
Business Locations

COMPETITIVE LANDSCAPE
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Industry Globalization

MAJOR COMPANIES

OPERATING CONDITIONS
Capital Intensity
Technology and Systems
Revenue Volatility
Regulation and Policy
Industry Assistance

KEY STATISTICS
Industry Data
Annual Change
Key Ratios

JARGON and GLOSSARY



MAJOR COMPANIES

Lamar Advertising Company

Clear Channel Outdoor Holdings

Outfront Media Inc.

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