Global Outdoor Advertising Industry

• Publication date: September 2011

This report analyzes the worldwide markets for Outdoor Advertising in US$ Million by the following Modes/Formats: Billboards, Transit, Street Furniture, and Alternate/Others. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Middle East & Africa. Annual estimates and forecasts are provided for each region for the period 2009 through 2017. Also, a six-year historic analysis is...

This report analyzes the worldwide markets for Outdoor Advertising in US$ Million by the following Modes/Formats: Billboards, Transit, Street Furniture, and Alternate/Others. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Middle East & Africa. Annual estimates and forecasts are provided for each region for the period 2009 through 2017. Also, a six-year historic analysis is provided for these markets. The report profiles 263 companies including many key and niche players such as Adams Outdoor Advertising, AdSpace Networks, Inc., Affichage Holding SA, APN Outdoor, Burkhart Advertising, Inc., Captivate Network, Clear Channel Outdoor, Inc., Clear Media Limited, CBS Corporation, Daktronics, Inc., DDI Signs, EPAMEDIA, EuroMedia Group S.A., Fairway Outdoor Advertising, LLC, JCDecaux Group, Lamar Advertising Company, MarketForward, Primedia Outdoor Pty Ltd., PRN Corporation, Stroer Out-of-Home Media AG, Van Wagner Communications, and Zoom Media, Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

Advertising Industry

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 2
Quantitative Techniques & Analytics 3
Product Definitions and Scope of Study 3
Billboards 4
Transit Outdoor Advertising 4
Street Furniture 4
Alternate Forms of Outdoor Advertising 5

2. INDUSTRY OVERVIEW 6
Advertising: An Essential Requisite for Corporate/Brand
Survival & Existence 6
Advertising Market Traits 6
Opportunity Indicators 7
Table 1: Worldwide Advertising Spending Market (2012F):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 7

Table 2: World Recent Past, Current and Future Analysis for
Total Advertising by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East &
Africa, and Latin American Markets Independently Analyzed
with Annual Expenditure in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) 8

Table 3: World Historic Review for Total Advertising by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Expenditure in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 9
Total Advertising Expenditure in Europe 10
Table 4: European Recent Past, Current and Future Analysis
for Total Advertising by Geographic Region - Austria,
Belgium, France, Germany, Greece, Hungary, Ireland, Italy,
Netherlands, Norway, Poland, Portugal, Spain, Sweden,
Switzerland, Turkey, UK, Russia and Rest of Europe Markets
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 10

Table 5: European Historic Review for Total Advertising by
Geographic Region - Austria, Belgium, France,Germany,
Greece, Hungary, Ireland, Italy, Netherlands, Norway,
Poland, Portugal, Spain, Sweden, Switzerland, Turkey, UK,
Russia and Rest of Europe Markets Independently Analyzed
with Annual Expenditure in US$ Million for Years 2003
through 2008 (includes corresponding Graph/Chart) 11
Total Advertising Expenditure in Asia-Pacific 12
Table 6: Asia-Pacific Recent Past, Current and Future
Analysis for Total Advertising by Geographic Region -
Australia, China, Hong Kong, India, Indonesia, Malaysia, New
Zealand, Philippines, Singapore, South Korea and Thailand
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 12

Table 7: Asia-Pacific Historic Review for Total Advertising
by Geographic Region - Australia, China, Hong Kong, India,
Indonesia, Malaysia, New Zealand, Philippines, Singapore,
South Korea and Thailand Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 13
Total Advertising Expenditure in Latin America 14
Table 8: Latin American Recent Past, Current and Future
Analysis for Total Advertising by Geographic Region -
Argentina, Brazil, Chile, Peru and Venezuela Independently
Analyzed with Annual Expenditure in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 14

Table 9: Latin American Historic Review for Total
Advertising by Geographic Region - Argentina, Brazil, Chile,
Peru and Venezuela Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 15
Total Advertising Expenditure in Middle East & Africa 16
Table 10: Middle East & African Recent Past, Current and
Future Analysis for Total Advertising by Geographic Region -
Israel, Kuwait, South Africa, and UAE Independently Analyzed
with Annual Expenditure in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) 16

Table 11: Middle East & African Historic Review for Total
Advertising by Geographic Region - Israel, Kuwait, South
Africa, and UAE Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 17
Outdoor Advertising: A Quick Primer 17
Evolution of Outdoor Advertising 18
Market Trends & Issues 19
Recession Impact in Retrospect 19
Post Recession Outlook 20
Increase in Vehicular Traffic Bodes Well for Roadside Ads &
Ad Infrastructure 21
The “Dominion Effect” Drives Demand for Large Oversized
Billboards 21
Cost Reductions Push Up Demand for Outdoor Advertising 22
Technology Developments Sharpen Growth 22
“Smartboards” to Enhance Viewer Recall of Outdoor Ads 22
Expansion of End User Markets Perk Up Growth 23
Developing Markets More Than a Blip on the Radar 23
Airports, Retail Showcase More of 'Gesture' Adverts 23
Digital Out-Of-Home Advertising Skirts Recessionary Pressures 24
DOOH Advertising: A Key Driver of Future Growth 24
Digital Signage in the 21st Century: A Peek Into its Evolving
Landscape 25
Wireless Digital Signage Solutions on Rise 26
3D Digital Signage: The New Frontier of Digital Advertising 26
Internet-Based Dynamic Digital Signs Rake In Opportunities
for IT Companies 26
Key Statistical Findings 27
Table 12: World Market for Digital Signage Advertising
(2010): Percentage Share Breakdown of Revenues by End-Use
Sector (includes corresponding Graph/Chart) 27
LED Based Digital Building Wraps to Drive Adoption of
Digital Media Facades 27
The Rise of Augmented Reality & Nex-Gen “Glad”vertising 28
Competition from Alternative Forms of Advertising: A
Challenge to Reckon With 29
Telemarketing Remerges as a Marketing Strategy to Cope with
Economic Recession 30
Mobile Advertising Grows in Popularity 30
Threat Alert 31
Table 13: World Market for Online Advertising (2011E):
Breakdown of Revenue in US$ Million by Modes/Format
(includes corresponding Graph/Chart) 31

Table 14: World Online Advertising Market (2011):
Percentage Share Breakdown of Revenues by Geographic Region
(includes corresponding Graph/Chart) 31

Table 15: World Market for Mobile Advertising (2010):
Percentage Breakdown of Revenues by Geographic
Region/Country (includes corresponding Graph/Chart) 32
Unfavorable Regulations May Hamper Business Prospects 32
Safety Issues Being Taken to Higher Levels! 32
Competition 33
Table 16: Leading Players in the Global Outdoor Advertising
Market (2010): Percentage Breakdown of Revenues for JCDecaux,
Clear Channel Outdoor, CBS Outdoor, Lamar, Stroer, Affichage
Holding, Metrobus, News Outdoor, Air Media and Others
(includes corresponding Graph/Chart) 33

3. OUTDOOR ADVERTISING: A CONCEPTUAL OVERVIEW 34
Introduction 34
Two Major Forms - Traditional and Non-Traditional 34
Outdoor Advertising by Mode/Format 35
Billboards - The Ubiquitous Format 35
Billboard Types 35
Electronic/Digital Billboards 35
Advantages of Digital Billboards vis-à-vis Traditional
Billboards 36
6m x 4m Billboards 36
48 Sheet Billboards 36
96 Sheet Billboards 37
AD Lites 37
Consumer Ads 37
Spectacular Signs 37
Airport Advertising 37
Airport: External 37
Airport: Internal 37
PrimeMotion 38
Store Fascias 38
Super Sixes 38
Tactical Display Unit 38
Objective of Billboards 38
Text 38
Color 38
Font 39
Transit Outdoor Advertising 39
Transit’s Impact in Reaching a Wider Audience 39
Mobile Advertising 39
Bus Advertising 39
Subway and Rail Displays 40
Truckside Advertising 40
Taxi Advertising 40
Vehicle Wrapped Advertising 40
Street Furniture 40
Appeal of Street Furniture Advertising 41
Some Forms of Street Furniture 41
Bicycle Racks 41
Bus Benches 41
Bus Shelters 41
Telephone and Information Kiosks 41
In-Store Displays 41
Convenience Store Displays 42
Displays on Parking Structures 42
Shopping Mall Displays 42
Newsstand and News Rack Displays 42
Alternate forms of Outdoor Advertising 42
Nothing Airy about Hot Air Balloons 42
Alternate Outdoor Advertising Formats - A Sneak Preview 43
Airport Displays 43
Airborne Displays 43
Stadiums and Arenas 43
Commercial Restrooms 43
Dry Cleaning Hangers and Shopping Bags 43
Digital Video Screens 43

4. PRODUCT/SERVICE INTRODUCTIONS/ INNOVATIONS 44
Daktronics Introduces Digital Ad Strategies Service 44
Google India Launches Watch This Space Advertising Campaign 44
Tata Teleservices Launches Outdoor Branding Campaign for
Mobile Broadband Service 44
Optimum Exposures Launches Africa's Largest Billboard 44
Bre.ad Unveils Technology to Craft Digital Billboards 45
TRUCK ADS® Unveils The Carrier AD Kit™ 45
Astral Media Introduces Solar Advertising on Bike Stations 45
Clear Channel, NFC To Transform Billboard Advertising 46
US Adcom Launches Widest Billboard in Kolkata 46
Posterplus Introduces Inflatable Billboard 46
Astral Out-of-Home Introduces MARK 46
JCDecaux Doubles Rail and Mall Digital Presence 47
Hankook Tire Launches Outdoor Advertising in Times Square 47
Goa Introduces First Digitalized Billboards 47
Esurance Sets Foot in Outdoor Advertising 48
Blue Line Unveils Out-of home Advertising across the Nation 48
Onestop Introduces Country's First Outdoor Advertising Channel 48
Circle Graphics and Clear Channel Outdoor Announce Use of New
Eco-Flexx 2.0 Material for Billboard Production 48
KidsCo Introduces Outdoor Advertising Campaign for Programming 49
POD of Diamond Launches First Mobile Advertising Solution on
Taxi Cabs 49
Coca-Cola India Introduces Visual Identity System Logo for
Commonwealth Games 49
SPOOFEM.COM and Clear Channel Outdoor Holdings Enter into
Agreement 50
Daktronics & Westfield Introduce Digital Network of LED Video
Displays 50
CBS Outdoor Launches 3D Projection Display in New York 50
CBS Outdoor Offers New York MTA Commuter Rail and Bus Advertising 50
China New Media Launches Mega LED Screen at Dalian on New Year
Eve 51
CPA Firm Introduces Digital ‘Twitter' Billboard 51
Infosys Technologies Develops Online Portal 51
Inwindow Outdoor Introduces Three-Dimensional Advertisement 51
WePOWER Launches Windvertising™ Media Platform 52
APN Outdoor Introduces COMPASS Planning Tool 52
CBS Outdoor Introduces Giant LCD Screens 52
Nestlé Aero Introduces Out-Of-Home Lenticular Advertisement 52
Daktronics Launches Gen 6 Digital Billboard 52
J Four Source Solutions Introduces Digimag 53
Giesken Outdoor Advertising Launches Digital Billboard 53
Singposter.com Introduces Outdoor Advertising with Online Service 53
Air New Zealand Announces Plans to Launch Mobile Phone
Controlled Billboard 53
MDO Introduces DISCO 53

5. RECENT INDUSTRY ACTIVITY 54
AllOver Media Acquires FillBoard Media 54
K Out Of Home and Wall Sofia to Merge 54
China New Media and Casio Group Sign Contract 54
RTS Decaux Bags Street Furniture Contract with City of Almaty 54
CBS Obtains Advertising Contract for Westfield Stratford City
Mall 54
West Vancouver Enters into Partnership with Pattison Outdoor
to Provide New Bus Shelters 55
APN Outdoor Acquires Oggi Billboards 55
Albuquerque School District Enters Into Digital Billboard
Partnership with Clear Channel Outdoor 55
Reach Media Group Acquires Executive Media Network 56
Astral Out-Of-Home to Expand its Digital Advertising Network
in Montreal and Toronto 56
JCDecaux Bags Outdoor Advertising Contract from East Coast 56
Great Outdoor Network Enters Into Strategic Alliance with
Clean Light Green Light 57
WallDecaux Signs Exclusive Outdoor Advertising Contract with
Wiesbaden City 57
Graffiti Takes Over Impact Outdoor Advertising 57
Pattison Outdoor Advertising Acquires Onestop Media Group 57
Ram Investment Group and Free Ray Sign 3D Advertising Joint
Venture Agreement 58
JCDecaux Bags Outdoor Advertising Contracts from High Speed 1 58
CBS Outdoor Inks Advertising Agreement with Dundrum Town Centre 58
JCDecaux Secures Contract from City of Montpellier 58
JCDecaux Airport Renews Contract with Lille-Lesquin Airport 59
JCDecaux Expands Advertising Services to a New Metro Line in
Nanjing 59
JCDecaux Dicon Clinches a Second Airport Advertising Contract
from Dubai Airports 59
MidOcean Partners Acquires Controlling Stake in Olympus Media 60
Show Media Purchases OPG Media 60
MTM Assigns Contract To APN 60
Fairway Outdoor Advertising & Waitt Outdoor Exchange Assets 61
JCDecaux Enters in to Agreement With ATA 61
GoGo Cast to Acquire Assets of Digital In Motion 61
Local Investors Acquire Panamerican Outdoor Advertising 62
Cruise Media Group Acquires Mommentum Health Media 62
Aéroports de Paris to Establish Joint Venture with JCDecaux 62
ENIL Divests Times Innovative Media to BCCL 63
Ströer Out-of-Home Media Takes Over News Outdoor Poland 63
Pearl Media Unveils Hispanic Division 63
Olympus Media Takes Over Collins Outdoor Advertising 63
Federated Media Publishing Purchases Onsite Advertising Services 64
Access 360 Media Takes Over Arena Media Networks 64
China New Media Announces Purchase of Five Outdoor Billboards
from Haosheng 64
JCDecaux UK Acquires Assets of Titan Outdoor Advertising 64
ABC Imaging Acquires Burton Imaging 65
VeriFone Takes Over Clear Channel’s Taxi Media Business 65
Trackworks Group Merges with 3 Out of Home Media Companies 65
VisionChina Media Takes Over Digital Media Group 65
JCDecaux Extends Contract with Valencia 66
Qin Jin Yuan OOH Invests in CBS 66
JCDecaux Signs an Advertising Contract with Toulouse Blagnac
Airport 66
D3 LED Partners with Dubai's Digital Displays 66
JCDecaux Bags a Contract from MowasalatKarwa 66
TechMedia Advertising Acquires TechMedia Advertising Mauritius 67
Vision Media Divests TrainFX Business 67
Lamar Outdoor to Provide Advertising Services to Tallahassee
Police Department and Leon Country Sheriff’s Office 67
JCDecaux Renews Contracts with Street Furniture Companies 67
JCDecaux Wins Advertising Contract from Urban Community of
Marseille 67
Golden Cloud Inks a Contract with Primedia Outdoor 67
Clear Channel Outdoor Renews Advertising Contract 68
Fairway Outdoor Adopts Eco-Friendly Technology 68
Clear Channel Outdoor and Underwater Ballet of Liz Goldwyn
Enter into Collaboration 68
DOmedia Takes Over Buyers Guide to Outdoor Advertising 68
Daktronics Installs Advertising Display for Barry Real Estate
Group 69
Airmedia Signs Agreement with Sinopec Group 69
Media Prima Takes Over Kurnia Outdoor and Jupiter Outdoor 69
Outcast Enters Into Agreement with Adtek Media 69
TOM Outdoor Media Holdings Acquires TOM Outdoor Media Group 70
JCDecaux Takes Over Majority Share in Wall AG Holding 70
Ideation Acquisition Takes Over SearchMedia International 70
ACON Investments Takes Over Fairway Outdoor 70
Titan Outdoor Divests Roadside Billboards Suite to Primesight 70
JCDecaux and Local Authorities of France Renew Nine Regional
Advertising Street Furniture Contracts 70
Helios Investment Partners Acquires INM Outdoor 71
Dalian Vastitude Media Group Concludes Reverse Merger with
Golden Key International 71

6. FOCUS ON SELECT PLAYERS 72
Adams Outdoor Advertising (USA) 72
AdSpace Networks, Inc. (USA) 72
Affichage Holding SA (Switzerland) 72
APN Outdoor (Australia) 73
Burkhart Advertising, Inc. (USA) 73
Captivate Network (USA) 73
Clear Channel Outdoor, Inc. (USA) 73
Clear Media Limited (China) 74
CBS Corporation (USA) 74
Daktronics, Inc. (USA) 75
DDI Signs (USA) 76
EPAMEDIA (Austria) 76
EuroMedia Group S.A. (Romania) 76
Fairway Outdoor Advertising, LLC (USA) 77
JCDecaux Group (France) 77
Lamar Advertising Company (USA) 78
MarketForward (USA) 78
Primedia Outdoor Pty Ltd. (South Africa) 78
PRN Corporation (USA) 79
Stroer Out-of-Home Media AG (Germany) 79
Van Wagner Communications (USA) 79
Zoom Media, Inc. (Canada) 80

7. GLOBAL MARKET PERSPECTIVE 81
Table 17: World Recent Past, Current and Future Analysis for
Outdoor Advertising by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Expenditure in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) 81

Table 18: World Historic Review for Outdoor Advertising by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Expenditure in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 82

Table 19: World 15-Year Perspective for Outdoor Advertising by
Geographic Region - Percentage Breakdown of Dollar Expenditure
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East & Africa, and Latin America for Years 2003, 2010
and 2017 (includes corresponding Graph/Chart) 83

Table 20: World Recent Past, Current and Future Analysis for
Billboard Outdoor Advertising by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle
East & Africa, and Latin American Markets Independently
Analyzed with Annual Expenditure in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) 84

Table 21: World Historic Review for Billboard Outdoor
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 85

Table 22: World 15-Year Perspective for Billboard Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditure for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East & Africa, and Latin America for
Years 2003, 2010 and 2017 (includes corresponding Graph/Chart) 86

Table 23: World Recent Past, Current and Future Analysis for
Transit Outdoor Advertising by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East &
Africa, and Latin American Markets Independently Analyzed with
Annual Expenditure in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) 87

Table 24: World Historic Review for Transit Outdoor
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 88

Table 25: World 15-Year Perspective for Transit Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditure for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East & Africa, and Latin America for
Years 2003, 2010 and 2017 (includes corresponding Graph/Chart) 89

Table 26: World Recent Past, Current and Future Analysis for
Street Furniture Outdoor Advertising by Geographic Region -
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets Independently
Analyzed with Annual Expenditure in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) 90

Table 27: World Historic Review for Street Furniture Outdoor
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 91

Table 28: World 15-Year Perspective for Street Furniture
Outdoor Advertising by Geographic Region - Percentage
Breakdown of Dollar Expenditure for US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East & Africa, and
Latin America for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 92

Table 29: World Recent Past, Current and Future Analysis for
Alternate and Other Forms of Outdoor Advertising by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Middle East & Africa, and Latin American Markets
Independently Analyzed with Annual Expenditure in US$ Million
for Years 2009 through 2017 (includes corresponding
Graph/Chart) 93

Table 30: World Historic Review for Alternate and Other Forms
of Outdoor Advertising by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East &
Africa, and Latin American Markets Independently Analyzed with
Annual Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 94

Table 31: World 15-Year Perspective for Alternate and Other
Forms of Outdoor Advertising by Geographic Region - Percentage
Breakdown of Dollar Expenditure for US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East & Africa, and
Latin America for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 95

8. THE UNITED STATES 96
A.Market Analysis 96
Outlook 96
Market Overview 96
Regulatory Environment 96
Digital Billboards: A Revolutionary Innovation in Outdoor
Advertising 97
An Overview of the Digital Signage Market in North America 97
Factors Influencing the Market 98
Digital Signage Networks 99
Planning and Implementation of Digital Signage 100
Digital Signage Applications 100
Banking and Finance Industry 100
Issues Relating to Digital Signage 100
Market Share Statistics 101
Table 32: Advertising Spending in the US (2010): Percentage
Share Breakdown of Revenues by Media Category (includes
corresponding Graph/Chart) 101

Table 33: Outdoor Advertising Market in North America
(2010): Percentage Share Breakdown of Revenues by Company
(includes corresponding Graph/Chart) 101

Table 34: US Traditional Billboards Market (2010):
Percentage Share Breakdown of Revenues by Category
(includes corresponding Graph/Chart) 102
Product Launches 102
Strategic Corporate Developments 106
Select Players 113
B.Market Analytics 119
Table 35: US Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/ Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed with Annual Expenditure in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 119

Table 36: US Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 120

Table 37: US 15-Year Perspective for Outdoor Advertising by
Mode/Format - Percentage Breakdown of Dollar Expenditure for
Billboards, Transit, Street Furniture and Alternate & Other
Forms for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 121

9. CANADA 122
A.Market Analysis 122
Outlook 122
Market Share Statistics 122
Table 38: Advertising Spending Market in Canada (2012F):
Percentage Share Breakdown of Revenues by Media Category
(includes corresponding Graph/Chart) 122

Table 39: Canadian Market for Traditional Outdoor
Advertising (2012F): Percentage Market Share Breakdown of
Key Players (includes corresponding Graph/Chart) 122

Table 40: Canadian Market for Location-Based Outdoor
Advertising (2012F): Percentage Market Share Breakdown of
Key Players (includes corresponding Graph/Chart) 123
Product Launches 123
Strategic Corporate Developments 124
Select Players 126
B.Market Analytics 127
Table 41: Canadian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 127

Table 42: Canadian Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 128

Table 43: Canadian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 129

10. JAPAN 130
A.Market Analysis 130
Outlook 130
Market Overview 130
B.Market Analytics 131
Table 44: Japanese Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 131

Table 45: Japanese Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 132

Table 46: Japanese 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 133

11. EUROPE 134
Market Analysis 134
Table 47: European Recent Past, Current and Future Analysis
for Outdoor Advertising by Geographic Region - Austria,
Belgium, France, Germany, Greece, Hungary, Ireland, Italy,
Netherlands, Norway, Poland, Portugal, Spain, Sweden,
Switzerland, Turkey, UK, Russia and Rest of Europe
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 135

Table 48: European Historic Review for Outdoor Advertising
by Geographic Region - Austria, Belgium, France, Germany,
Greece, Hungary, Ireland, Italy, Netherlands, Norway,
Poland, Portugal, Spain, Sweden, Switzerland, Turkey, UK,
Russia and Rest of Europe Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 136

Table 49: European Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 137

Table 50: European Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 138

Table 51: European 15-Year Perspective For Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditure for Austria, Belgium, France, Germany,
Greece, Hungary, Ireland, Italy, Netherlands, Norway,
Poland, Portugal, Spain, Sweden, Switzerland, Turkey, UK,
Russia and Rest of Europe for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 139

Table 52: European 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 140

11a. AUSTRIA 141
A.Market Analysis 141
EPAMEDIA - A Key Player 141
B.Market Analytics 142
Table 53: Austrian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 142

Table 54: Austrian Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 143

Table 55: Austrian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 144

11b. BELGIUM 145
Market Analysis 145
Table 56: Belgian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 145

Table 57: Belgian Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 146

Table 58: Belgian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 147

11c. FRANCE 148
A.Market Analysis 148
Table 59: French Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 148
Product Launch 148
Strategic Corporate Developments 148
Select Players 151
B.Market Analytics 152
Table 60: French Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 152

Table 61: French Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 153

Table 62: French 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 154

11d. GERMANY 155
A.Market Analysis 155
Current and Future Analysis 155
Table 63: German Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 155
Market Overview 155
Strategic Corporate Development 156
Stroer Out-of-Home Media Ag - A Key Player 156
B.Market Analytics 157
Table 64: German Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 157

Table 65: German Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 158

Table 66: German 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 159

11e. GREECE 160
Market Analysis 160
Table 67: Greek Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/ Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed with Annual Expenditure in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 160

Table 68: Greek Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 161

Table 69: Greek 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 162

11f. HUNGARY 163
Market Analysis 163
Table 70: Hungarian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 163

Table 71: Hungarian Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 164

Table 72: Hungarian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 165

11g. IRELAND 166
A.Market Analysis 166
Table 73: Irish Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 166
Product Launch 166
B.Market Analytics 167
Table 74: Irish Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/ Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed with Annual Expenditure in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 167

Table 75: Irish Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 168

Table 76: Irish 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 169

11h. ITALY 170
A.Market Analysis 170
Table 77: Italian Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 170
B.Market Analytics 171
Table 78: Italian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 171

Table 79: Italian Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 172

Table 80: Italian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 173

11i. THE NETHERLANDS 174
Market Analysis 174
Table 81: Dutch Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/ Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed with Annual Expenditure in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 174

Table 82: Dutch Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 175

Table 83: Dutch 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 176

11j. NORWAY 177
Market Analysis 177
Table 84: Norwegian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 177

Table 85: Norwegian Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 178

Table 86: Norwegian 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 179

11k. POLAND 180
A.Market Analysis 180
Outlook 180
Table 87: Polish Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 180
Strategic Corporate Development 180
B.Market Analytics 181
Table 88: Polish Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 181

Table 89: Polish Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 182

Table 90: Polish 15-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditure
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 183

11l. PORTUGAL 184
Market Analysis 184
Table 91: Portuguese Recent Past, Current and Future
Analysis for Outdoor Advertising by Mode/Format -
Billboards, Transit, Street Furniture and Alternate & Other
Forms Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 184

Table 92: Portuguese Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 185

Table 93: Portuguese 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 186

11m. SPAIN 187
A.Market Analysis 187
CEMUSA, Inc. - A Key Player 187
B.Market Analytics 188
Table 94: Spanish Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 188

Table 95: Spanish Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 189

Table 96: Spanish 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 190

11n. SWEDEN 191
A.Market Analysis 191
Table 97: Swedish Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 191
B.Market Analytics 192
Table 98: Swedish Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 192

Table 99: Swedish Historic Review for Outdoor Advertising by
Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed with Annual
Expenditure in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 193

Table 100: Swedish 15-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditure for Billboards, Transit, Street Furniture and
Alternate & Other Forms for Years 2003, 2010 and 2017
(includes corresponding Graph/Chart) 194

11o. SWITZERLAND 195
A.Market Analysis 195
Table 101: Swiss Advertising Spending Market (2010):
Percentage Share Breakdown of Expenditure by Media Category
(includes corresponding Graph/Chart) 195
Affichage Holding SA - A Key Player 195
B.Market Analytics 196
Table 102: Swiss Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed with Annual Expenditure in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart)