World Outdoor Advertising Market

World Outdoor Advertising Market

This report analyzes the worldwide markets for Outdoor Advertising in Millions of US$. The specific Modes/Formats analyzed are 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 forecasts are provided for the period of 2001 through 2015. The report profiles 259 companies including many key and niche players worldwide such as Adams Outdoor Advertising, AdSpace Networks, Inc., Captivate Network, Clear Channel Outdoor, Clear Media Limited, CBS Corporation, CBS Outdoor, CBS Outernet, Daktronics, Inc., DDI Signs, EPAMEDIA, EuroMedia Group S.A., Fairway Outdoor Advertising, JCDecaux Group, Lamar Advertising Company, MarketForward, Primedia Outdoor Pty Ltd., PRN Corporation, Planar Systems, Titan Outdoor Limited, 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.

OUTDOOR ADVERTISING MCP-1610
A GLOBAL STRATEGIC BUSINESS REPORT


CONTENTS


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


II. EXECUTIVE SUMMARY

1. Industry Overview II-1
Overview II-1
Total Advertising Expenditure by Region - A Recent Past,
Current and Future Analysis II-2
Table 1: World Recent Past, Current and Future Analysis for
Total Advertising Expenditure by Geographic Region - USA,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Middle East & Africa Independently Analyzed by
Annual Expenditures in US$ Million for the Years 2001 through
2010 (includes corresponding Graph/Chart) II-2

Table 2: World 10-Year Perspective for Total Advertising
Expenditure by Geographic Region - Percentage Breakdown of
Dollar Expenditures for USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa for the Years 2001, 2006 and 2010 (includes
corresponding Graph/Chart) II-3

2. Trends and Issues II-4
Evolution of Outdoor Advertising II-4
Dynamic Digital Signage Comes of Age II-4
The Role of Digital Printing in Outdoor Advertising II-5

3. Segmental Overview II-6
Two Major Forms - Traditional and Non-Traditional II-6
Outdoor Advertising by Mode/Format II-7
Billboards - The Ubiquitous Format II-7
Billboard Types II-8
Electronic/Digital Billboards II-8
Advantages of Digital Billboards vis-à-vis Traditional
Billboards II-8
6m x 4m Billboards II-8
48 Sheet Billboards II-8
96 Sheet Billboards II-9
AD Lites II-9
Consumer Ads II-9
Spectacular Signs II-9
Airport Advertising II-9
Airport: External II-9
Airport: Internal II-9
PrimeMotion II-9
Store Fascias II-10
Super Sixes II-10
Tactical Display Unit II-10
Objective of Billboards II-10
Text II-10
Color II-10
Font II-10
Transit Outdoor Advertising II-11
Transit’s Impact in Reaching a Wider Audience II-11
Mobile Advertising II-11
Bus Advertising II-11
Subway and Rail Displays II-11
Truckside Advertising II-11
Taxi Advertising II-12
Vehicle Wrapped Advertising II-12
Street Furniture II-12
Appeal of Street Furniture Advertising II-12
Some Forms of Street Furniture II-12
Bicycle Racks II-12
Bus Benches II-13
Bus Shelters II-13
Telephone and Information Kiosks II-13
In-Store Displays II-13
Convenience Store Displays II-13
Displays on Parking Structures II-13
Shopping Mall Displays II-13
Newsstand and News Rack Displays II-13
Alternate Forms of Outdoor Advertising II-13
Nothing Airy about Hot Air Balloons II-14
Alternate Outdoor Advertising Formats - A Sneak Preview II-14
Airport Displays II-14
Airborne Displays II-14
Stadiums and Arenas II-14
Commercial Restrooms II-14
Dry Cleaning Hangers and Shopping Bags II-14
Digital Video Screens II-15
Competitive Analysis II-15
Table 3: Leading Players in the Global Outdoor Advertising
Market for 2004, 2005 and 2006: Percentage Breakdown of
Revenues for Clear Channel, JC Decaux, CBS Outdoor, Lamar,
Stroer DSM + DERG, Affichage Holding, Metrobus, Maiden, AWK,
News Outdoor, Cemusa, Wall, Van Wagner, Pattison and Others
(includes corresponding Graph/Chart) II-15

4. Product/Service Launches II-16
Daktronics Launches DAKTicker® Display Product II-16
Zoom Starts New Digital Billboard Network II-16
Captivate Network Introduces the Captivate Suburban Network™ II-16
Fairway Launches Digital Billboard II-16
Clear Channel Outdoor Installs Digital Billboard Across Four
US States II-16
Trans-Lux Installs Digital Billboard in Canada and the US II-17
Lamar Outdoor Launches New Digital Billboard II-17
Clear Channel Launches First Indoor Digital Billboard Network II-17
EPAMEDIA Introduces Novel Digital Advertising Format in Austria II-17
Clear Channel Launches Digital Billboard Networks in Milwaukee
and Tampa II-17
Made-U-Look Promotions Re-launches Outdoor Advertising Website II-18
Wall to Supply Street Furniture Products in Bulgaria II-18
Zoom Media Introduces Planning Tool, Zoom Recall™ II-18
CityVision Installs LED Screen in Moscow II-18
Diyar Outdoor Installs Additional Advertising Billboards in Iraq II-18
Viacom Outdoor Introduces Bluetooth Supported Posters II-19
Daktronics, Inc. Develops ProStar Displays for Clear Channel
Communications II-19

5. Recent Industry Activity II-20
Highfields Raises Stake in Clear Channel II-20
UBS Buys Stake in Clear Channel II-20
Independent News & Media to Acquire Stake in Clear Channel
Independent II-20
Times Media Group to Use Clear Channel Outdoor’s Billboards II-20
Adspace Expands Partnership with CBL II-20
Adspace Mall Network Enters Minneapolis Market II-20
Zoom to Acquire Alloy’s InSite Advertising II-21
Entravision Communications to Sell Billboard Advertising Business II-21
Neo Advertising, Traffic Merge to Form Neo-Traffic II-21
Clear Channel Installs Largest Steaming Billboard In UK II-21
EPAMEDIA Pockets Megaboard Slovakia II-21
Lightscape Technologies to Set up JV in China II-21
Jingwei to Acquire Red Flag II-22
MediaCorp Acquires Stake in Dahe Media II-22
CMG Enters MOU with Premium AG II-22
Laqshya Media Strikes Deal with GMR II-22
Ströer Media Acquires Stake in Malaysian Company II-22
Interstate Pockets Magic Media’s Outdoor Advertising Business II-23
Magic Media Acquires Nicol II-23
Magic Media Pockets Unisign Corp. II-23
UEM to Acquire Big Traffic II-23
Clear Channel to Install Digital Billboards for FBI II-23
Daktronics Renews Partnership with NACDA II-23
Daktronics Bags Orders for New Valo™ OT Digital Billboards II-23
Zoom Expands Fitness Network II-23
SignStorey Pockets Captive Audience II-24
CBS Acquires SignStorey II-24
Adspace Mall Network Forays into Detroit Market II-24
Adspace Mall Network Expands to North Carolina and Oregon II-24
Glimcher Strikes Deal with Adspace Networks II-24
Fairway Takes Over Abbott Sign II-24
Clear Channel Partners with Las Vegas Monorail II-25
Titan Acquires Advertising Rights of Academy Bus II-25
News Outdoor Russia Acquires Five Russian Companies II-25
News Outdoor Russia Acquires Stake in Youth Advertising II-25
Epamedia Acquires Multireklam II-25
Big FM Sets up Outdoor Advertising Business II-25
Aisi Realty Acquires Kiev II-25
GMT to Acquire Primesight II-26
Wo Kee Hong Acquires DOTV II-26
Xinhua Finance Media Pockets Convey Advertising II-26
Clear Channel Takes over Klass Advertising II-26
JCDecaux Creates JV in Kazakhstan II-26
CMG to Set up JV with Harbin Shengdong II-26
EPAMEDIA Acquires BillboCity II-27
EPAMEDIA Takes over Croatian Firm II-27
CBS Outdoor to Acquire Haveco II-27
Outdoor Akzent Renamed Epamedia International II-27
JCDecaux & Wall Mull over Assets Swap and JV Agreement II-27
Carroll Advertising Signs $1M Billboard Deal II-28
Blue Outdoor Secures Advertising Rights for Pyramid Malls II-28
CBS Forms New Business Division for Local Advertising II-28
Border Billboard Joins as Affiliate of SeeSaw Networks II-28
CBS/Decaux Wins Street Furniture Contract for California II-28
Pittsburgh Steelers to Install Daktronics HD-X Display at
Heinz Field II-29
EPAMEDIA Acquires Hungarian Major, Intermedia II-29
Affichage Holding to Expand Advertising Operations in Romania
and Bulgaria II-29
JCDecaux Secures Two Long-Term Contracts for Strasbourg II-29
JCDecaux, BT Payphones Ink Multi Year Agreement II-30
JCDecaux Wins Multi-Year Contract for Mulhouse and its
Suburbs, East France II-30
JCDecaux Renews Street Furniture Contracts in Ile-de-France II-30
Adshel Wins Street Furniture Contract for Canberra II-30
Focus Media Enters Internet Advertising Media Through the
Acquisition of Allyes II-30
Thomson & CGEN Join Hands for Outdoor Media Networks II-30
IN&M Bids for Australian Major, APN II-31
Media Prima to Fully Own Big Tree II-31
JCDecaux Forms JV in Middle East II-31
JCDecaux Wins Contract from Besançon II-31
Fairway Outdoor Buys Advertising Assets of Innovative Media II-31
Clear Channel Outdoor Acquires US Outdoor Advertising Firm II-32
CBS Outdoors Acquires Transtop Minnesota II-32
Planar Systems Acquires Clarity Visual Systems II-32
Thomson Pockets Convergent Media Systems II-32
Clear Channel Outdoor Mounts Digital Billboard Network in
Albuquerque II-32
Clear Channel Outdoor, NAAC Conclude Alert Tests II-33
Clear Channel Pockets Advertising Contract for Seattle II-33
Wal-Mart Stores Rolls Out In-Store Media Network II-33
SignStorey, CBS Ally for In-Store Media Content II-33
Zoom Media Forms Alliance with Smart One Media II-33
Lamar Advertising to Buyback Shares II-33
Clear Channel Communication Give its Consent for $26.7B Merger II-34
Clarity Visual Systems, AdSpace Networks Ink $3.8M Agreement II-34
AdSpace Networks Adds Seven New Markets II-34
Clear Channel Signs Bus Advertising Deal for Marin County,
California II-34
Clear Channel Outdoors Pockets Bus Advertising Franchise for
Phoenix City II-34
Fairway Outdoor Advertising Enters the Chattanooga Market II-35
Clear Channel Outdoor Wins MCTS Contract for Bus Shelter/
Transit Advertising II-35
Daktronics Expands Billboard Production Capacity II-35
NextMedia Alternative Inks Agreement with K-mart to Provide
In-Store Ad Displays II-35
JCDecaux Sets Up Billboard Division in New York County II-35
Fairway Outdoor Advertising, Clear Channel Exchange Billboards II-35
MCDecaux Secures 20-yr Contracts from Japanese Transport
Companies II-36
Clear Channel Outdoor Ties Up With Mitsui to Foray Into Japan II-36
Clear Channel Japan Secures First Contract from Kawasaki II-36
Mitsui & Co, ADK & DNP Launch Comprehensive Retail-Media
Solutions in Japan II-36
Titan Worldwide Acquires Maiden Outdoor Group in Ireland II-36
epa!-Holding Consolidates Business to Create EPAMEDIA II-37
EPAMEDIA Wins Street Furniture Contract for Moldavian Capital II-37
Alma Atermon Plans to Enter Romanian Outdoor Advertising Market II-37
Wallstreet Fasadoch Trafikreklam AB Acquires Credo II-37
JCDecaux Lietuva, BBHB Agree on Strategic Co-operation II-37
JCDecaux Renews Advertising Contract with Seven Key Portuguese
Airports II-37
JCDecaux Acquires Eastern European Major, MAG International II-37
JCDecaux Forays Into Russian and Ukrainian Outdoor Advertising
Markets II-38
News Outdoor, ST Development Ink Pact II-38
Barco, Prismaflex Sign Distribution Agreement for Out-of-home
Advertising II-38
Clear Channel Outdoor, Cemusa Win Street Furniture and
Billboard Contract II-38
Affichage Romania Acquires Romanian Billboard Network II-38
Multireklam Acquires Major Stake in Effect Media II-38
Clear Channel Outdoor, Magink Introduce Digital-Ink Billboards
in UK II-39
Viacom Outdoor Wins London Underground Advertising Contract II-39
Clear Channel Outdoor Secures Additional Contract in Rome II-39
JCDecaux Takes Over VVR-Berek from Berliner Verkehrsbetriebe II-39
JCDecaux Secures Bus and Tramway Shelters Contract II-40
Viacom Outdoor Acquires Pass Affiches SAS II-40
JCDecaux Renews and Expands Contract with Cannes City II-40
JCDecaux SA Renews Billboard Contract for Nice City, France II-40
JCDecaux Renews Contract for Street Furniture with Auvergne II-40
JCDecaux Renews Street Furniture Contracts for Six French
Municipalities II-40
JCDecaux Renews Street Furniture Agreements in France II-41
Media Prima Berhad Acquires TRC, BTO, and UPD II-41
GIIR & Clear Channel Outdoor Ink Strategic Alliance II-41
JC Decaux Secures Street Furniture Contract in China II-41
Enjoy Media Acquires Major Stake in Chinese Exterior
Advertising Firm, U&D II-41
JCDecaux Barges into Central Asian Advertising Market II-42
TOM Group Forms Strategic Partnership with SPH II-42
Clear Media Acquires Street Furniture Ad Panels in China II-42
JC Decaux Secures Advertising Contract in New Delhi II-42
BMC Enters Into Agreement with CRCM II-42
JC Decaux Renews Contract with Hong Kong International Airport II-43
Network Plans to Expand Street Furniture Business II-43
Barco Signs Contract with Emaar for LED Displays II-43
Diyar Outdoor Expands its Network to the Holy City Karbala II-43
Viacom Outdoor Latino Adopts the New Name 'CBS Outdoor Latino' II-43
Heatwave Develops 27,560 Mobile Billboards II-43
Hewlett Packard Introduces New Technologies and Method for
Outdoor Advertising II-44
Fairway Acquires Branch Office to Extend Services to Tennessee II-44
JCDecaux Acquires Allam Group II-44
Port of Oakland Signs Deals for More Ads on Bay Bridge Toll
Plaza Billboards II-44
China Media Group Selected as the Advertising Placement Agent
by Beijing Ren Ren II-45
Clear Channel Outdoor Bags Street Furniture Contract from
Cheshire County II-45
Metro Renews Contract with Clear Channel II-45
Viacom Outdoor Receives FirstGroup Contract II-46
Viacom Outdoor Bags Aircoach Advertising Contract II-46
TA Associates Partners with Circle Graphics II-46
Nielsen Monitor-Plus Improves Outdoor Measurement Services II-46
Florida Commerce Adopts Mobile Billboard Concept II-46
Craig Realty Group Acquires Billboard Video II-47
Viacom Agrees to Acquire 70% Stake in Magic Media II-47
Alliance Media Acquires Monier Outdoor Advertising II-47
Outdoor Akzent Acquires Stake in EuroMedia II-47
Lamar Advertising Company Takes over Obie Media Corporation II-48
Clear Channel Sets Up a New Division II-48
JCDecaux Opens New Division, Open@JCDecaux II-48
Zoom Media Introduces BMS.net for Outdoor Advertising II-48
OAAA Launches New Outdoor Creative Testing Software, Outdoor
Drive II-49
Mobile Media Acquires Freight Media II-49
Clear Channel Wins £250 Million Street Furniture Advertising
Contract II-49
Viacom Outdoor Introduces Digital Escalator Posters II-50
Enjoy Media Holdings Acquires 60% Stake in Tianhua II-50
Viacom Outdoor Extends the Advertising Contract of Italian
Railways II-50
Viacom Outdoor Bags the Tyne & Wear Metro Advertising Contract II-50
JSA Enters into JV Agreement with Gehua Group II-51
JSA Acquires MPIH and Texon International II-51
Bell Canada Partners With Sony & Convergent Media II-51
Clear Media Acquires 3000 Advertisement Panels in China II-51
Fairway Takes Over Eagle Outdoor Advertising II-52
Clear Channel Acquires Medallion Taxi Media II-52
Advent International Acquires AVIP GROUP II-52
Billboard Video Takes Over MultiMedia Electronic Programmable
Signs II-52
Next Media Group Takes Over the Outdoor Advertising Assets of
Myrtle Beach II-53
Clear Channel Billboards Wins Edinburgh City Council Ad Contract II-53
News Outdoor Russia Receives $65 million Credit from EBRD II-53
Adshel Wins Prudential Ad Contract II-53
Somerfield Awards Point of Sale Retail Advertising Contract to
Adshel II-53
Adshel Receives Guildford Street Furniture Advertising Contract II-54
Omnivex Software Wins Contract from Paramount Canada’s Wonderland II-54
JCDecaux Takes Over Alma Quattro II-54
Fairway Acquires Visual Outdoor II-55
Titan Outdoor Holdings Acquires New York Outdoor Advertising
Assets of PNE Media II-55
Clear Channel Acquires E. K. Straas II-55
Clear Channel Billboards Wins Contract from Earls Court and
Olympia II-55
Samsung America Signs Agreement with Billboard Video II-55
Lamar Advertising Signs an Agreement with Clear Channel Outdoor II-56
Adshel Receives Street Furniture Contract from Coventry II-56
Omnivex Corporation Enters into Agreement with Anaheim
Marriott Hotel II-56
Stroer Group Acquires Europlakat Polska II-56
Infinity Broadcasting Corporation’s Outdoor Advertising
Divisions Merge II-57

6. Focus on Select Players II-58
Adams Outdoor Advertising (USA) II-58
AdSpace Networks, Inc (USA) II-58
Captivate Network (USA) II-58
Clear Channel Outdoor Inc. (USA) II-58
Clear Media Limited (China) II-59
CBS Corporation (USA) II-59
CBS Outdoor (UK) II-59
CBS Outernet (USA) II-60
Daktronics, Inc. (USA) II-60
DDI Signs (USA) II-60
EPAMEDIA (Austria) II-61
EuroMedia Group S.A. (Romania) II-61
Fairway Outdoor Advertising (USA) II-61
JCDecaux Group (France) II-62
Lamar Advertising Company. (USA) II-62
MarketForward (USA) II-63
Primedia Outdoor Pty Ltd. (South Africa) II-63
PRN Corporation (USA) II-63
Planar Systems (USA) II-64
Titan Outdoor Limited (Ireland) II-64
Van Wagner Communications (USA) II-64
Zoom Media, Inc (Canada) II-64

7. Global Market Perspective II-66
Table 4: World Recent Past, Current and Future Analysis for
Outdoor Advertising by Geographic Region - USA, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and
Middle East & Africa Independently Analyzed by Annual
Expenditures in US$ Million for the Years 2001 through 2010
(includes corresponding Graph/Chart) II-66

Table 5: World Long-term Projections for Outdoor Advertising
by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa Markets Independently Analyzed by Annual Expenditures
in US$ Million for the Years 2011 through 2015 (includes
corresponding Graph/Chart) II-67

Table 6: World 10-Year Perspective for Outdoor Advertising by
Geographic Region - Percentage Breakdown of Dollar
Expenditures for USA, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Middle East & Africa for
the Years 2003, 2008 and 2012 (includes corresponding
Graph/Chart) II-68

Table 7: World Recent Past, Current and Future Analysis for
Billboard Outdoor Advertising by Geographic Region - USA,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Middle East & Africa Independently Analyzed by
Annual Expenditures in US$ Million for the Years 2001 through
2010 (includes corresponding Graph/Chart) II-69

Table 8: World Long-term Projections for Billboard Outdoor
Advertising by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa Markets Independently Analyzed by Annual Expenditures
in US$ Million for the Years 2011 through 2015 (includes
corresponding Graph/Chart) II-70

Table 9: World 10-Year Perspective for Billboard Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditures for USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) II-71

Table 10: World Recent Past, Current and Future Analysis for
Transit Outdoor Advertising by Geographic Region - USA,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Middle East & Africa Independently Analyzed by
Annual Expenditures in US$ Million for the Years 2001 through
2010 (includes corresponding Graph/Chart) II-72

Table 11: World Long-term Projections for Transit Outdoor
Advertising by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa Markets Independently Analyzed by Annual Expenditures
in US$ Million for the Years 2011 through 2015 (includes
corresponding Graph/Chart) II-73

Table 12: World 10-Year Perspective for Transit Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditures for USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Middle East
& Africa for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) II-74

Table 13: World Recent Past, Current and Future Analysis for
Street Furniture Outdoor Advertising by Geographic Region -
USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Middle East & Africa Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2001
through 2010 (includes corresponding Graph/Chart) II-75

Table 14: World Long-term Projections for Street Furniture
Outdoor Advertising by Geographic Region - USA, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and
Middle East & Africa Markets Independently Analyzed by Annual
Expenditures in US$ Million for the Years 2011 through 2015
(includes corresponding Graph/Chart) II-76

Table 15: World 10-Year Perspective for Street Furniture
Outdoor Advertising by Geographic Region - Percentage
Breakdown of Dollar Expenditures for USA, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and
Middle East & Africa for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) II-77

Table 16: World Recent Past, Current and Future Analysis for
Alternate and Other Forms of Outdoor Advertising by Geographic
Region - USA, Canada, Japan, Europe, Asia- Pacific (excluding
Japan), Latin America and Middle East & Africa Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includes corresponding Graph/Chart) II-78

Table 17: World Long-term Projections for Alternate and Other
Forms of Outdoor Advertising by Geographic Region - USA,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Middle East & Africa Markets Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2011 through 2015 (includes corresponding Graph/Chart) II-79

Table 18: World 10-Year Perspective for Alternate and Other
Forms of Outdoor Advertising by Geographic Region - Percentage
Breakdown of Dollar Expenditures for USA, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and
Middle East & Africa for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) II-80


III. MARKET

1. The United States III-1
A.Market Analysis III-1
Current and Future Analysis III-1
Evolution of Outdoor Advertising in the US III-1
Outdoor Advertising - Regulatory Environment III-1
US Outdoor Billboard Industry - Regulatory Constraints III-2
Digital Billboards: A Revolutionary Innovation in Outdoor
Advertising III-2
An Overview of the Digital Signage Market in North America III-3
Factors Influencing the Market III-3
Digital Signage Networks III-4
Networks Funded by the Network Operator III-4
Network Funded by the Client III-5
Planning and Implementation of Digital Signage III-5
Digital Signage Applications III-5
Banking and Finance Industry III-5
Issues Relating to Digital Signage III-6
Digital Signage Software Markets in North America III-6
Various Competitive Factors III-6
Competition Levels III-6
Competitors III-6
Noteworthy Market Launches III-7
Significant Acquisitions III-7
North American Digital Signage Displays Market III-7
Various Competitive Factors III-7
Competition Levels III-7
Competitors III-7
Noteworthy Market Introductions III-8
Significant Acquisitions and Joint Ventures III-8
Major End-Users of Digital Signage Software and Displays III-8
Advertising Network Operators in the Digital Signage
Markets of North America III-8
Various Competitive Factors III-8
Competition Levels III-8
Competitors III-8
Noteworthy Market Entries III-9
Significant Acquisitions III-9
Total Advertising Expenditure - An Overview III-9
Table 19: US Recent Past, Current and Future Analysis for
Total Advertising Expenditure Analyzed by Annual
Expenditures in US$ Million for the Years 2001 through 2010
(includes corresponding Graph/Chart) III-9
Advertising Expenditure by Media III-10
Table 20: Leading Ad Spending Categories by Media in the US
(2005 & 2006): Percentage Breakdown of Expenditure by
Television Media (Network TV, Cable TV, Spot TV,
Syndication - national, Spanish Language TV), Magazine
Media (Consumer Magazines, B2B Magazines, Sunday Magazines,
Local Magazines, Spanish Language Magazines), Newspaper
Media (Local Newspapers, National Newspapers, Spanish
Language Newspaper), Radio Media (Local Radio, National
Spot Radio, Network Radio), Internet Media, Outdoor Media,
and Others (includes corresponding Graph/Chart) III-10
Advertising Expenditure by Company III-11
Table 21: Leading Advertisers in the US (2005 & 2006):
Total Ad Spending by Company - Procter & Gamble, General
Motors, Time Warner, Verizon Communications, AT&T, Johnson
& Johnson, Daimlerchrysler, Ford Motor, Walt Disney and
News Corp (includes corresponding Graph/Chart) III-11
Advertising Expenditure by Category III-11
Table 22: Leading Advertising Categories in the US (2005 &
2006): Total Ad Spending by Category - Auto
(Domestic/Non-Domestic), Telecom, Financial Services, Misc
Retail, Local Services & Amusements, Direct Response,
Personal Care Products, Travel & Tourism and
Pharmaceuticals (includes corresponding Graph/Chart) III-12
Product/Service Launches III-12
Strategic Corporate Developments III-15
Focus on Select US Players III-29
B.Market Analytics III-34
Table 23: US Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includes corresponding Graph/Chart) III-34

Table 24: US Long-term Projections for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed by Annual
Expenditures in US$ Million for the Years 2011 through 2015
(includes corresponding Graph/Chart) III-35

Table 25: US 10-Year Historic Review for Outdoor Advertising
by Mode/Format - Billboards, Transit, Street Furniture and
Alternate & Other Forms Independently Analyzed by Annual
Expenditures in US$ Million for the Years 1991 through 2000
(includes corresponding Graph/Chart) III-35

Table 26: US 15-Year Perspective for Outdoor Advertising by
Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years1998, 2008 and 2012 (includes
corresponding Graph/Chart) III-36

2. Canada III-37
A.Market Analysis III-37
Current and Future Analysis III-37
Total Ad Expenditure in Canada - An Overview III-37
Table 27: Canadian Recent Past, Current and Future Analysis
for Total Advertising Expenditure Analyzed by Annual
Expenditures in US$ Million for the Years 2001 through 2010
(includes corresponding Graph/Chart) III-37
Product/Service Launch III-37
Strategic Corporate Developments III-38
Key Player III-38
B.Market Analytics III-39
Table 28: Canadian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-39

Table 29: Canadian Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for Years 2011 through
2015 (includes corresponding Graph/Chart) III-40

Table 30: Canadian 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-40

3. Japan III-41
A.Market Analysis III-41
Current and Future Analysis III-41
Total Japanese Ad Expenditure - An Overview III-41
Table 31: Japanese Recent Past, Current and Future Analysis
for Total Advertising Expenditure Analyzed by Annual
Expenditures in US$ Million for the Years 2001 through 2010
(includes corresponding Graph/Chart) III-41
Strategic Corporate Developments III-41
B.Market Analytics III-42
Table 32: Japanese Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-42

Table 33: Japanese Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for Years 2011 through
2015 (includes corresponding Graph/Chart) III-43

Table 34: Japanese 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-43

4. Europe III-44
A.Market Analysis III-44
Current and Future Analysis III-44
Total Advertising Expenditure in Europe - A Perspective III-44
Table 35: European Recent Past, Current and Future Analysis
for Total Advertising Expenditure by Geographic Region -
Austria, Belgium, France, Germany, Greece, Hungary,
Ireland, Italy, Netherlands, Norway, Poland, Portugal,
Spain, Sweden, Switzerland, UK, Russia and Rest of Europe
Independently Analyzed by Annual Expenditures in US$
Million for the Years 2001 through 2010 (includes
corresponding Graph/Chart) III-44

Table 36: European 10-Year Perspective for Total
Advertising Expenditure by Geographic Region - Percentage
Breakdown of Dollar Expenditures for Austria, Belgium,
France, Germany, Greece, Hungary, Ireland, Italy,
Netherlands, Norway, Poland, Portugal, Spain, Sweden,
Switzerland, UK, Russia and Rest of Europe for the Years
2001, 2006 and 2010 (includes corresponding Graph/Chart) III-45
B.Market Analytics III-46
Table 37: 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, UK, Russia and Rest of Europe Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includes corresponding Graph/Chart) III-46

Table 38: European Long-term Projections for Outdoor
Advertising by Geographic Region - Austria, Belgium,
France, Germany, Greece, Hungary, Ireland, Italy,
Netherlands, Norway, Poland, Portugal, Spain, Sweden,
Switzerland, UK, Russia and Rest of Europe Independently
Analyzed by Annual Expenditures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-47

Table 39: European Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-48

Table 40: European Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-49

Table 41: European 10-Year Perspective for Outdoor
Advertising by Geographic Region - Percentage Breakdown of
Dollar Expenditures for Austria, Belgium, France, Germany,
Greece, Hungary, Ireland, Italy, Netherlands, Norway,
Poland, Portugal, Spain, Sweden, Switzerland, UK, Russia and
Rest of Europe for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-50

Table 42: European 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-51

4a. Austria III-52
A.Market Analysis III-52
Current and Future Analysis III-52
Product Launch III-52
Strategic Corporate Developments III-52
EPAMEDIA -A Key Austrian Player III-53
B.Market Analytics III-53
Table 43: Austrian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-53

Table 44: Austrian Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-54

Table 45: Austrian 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-54

4b. Belgium III-55
A.Market Analysis III-55
Current and Future Analysis III-55
Strategic Corporate Development III-55
B.Market Analytics III-55
Table 46: Belgian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-55

Table 47: Belgian Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditure in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-56

Table 48: Belgian 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-56

4c. France III-57
A.Market Analysis III-57
Current and Future Analysis III-57
Strategic Corporate Developments III-57
JCDecaux Group - A Key French Player III-59
B.Market Analytics III-60
Table 49: French Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-60

Table 50: French Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-60

Table 51: French 10-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-61

4d. Germany III-62
A.Market Analysis III-62
Current and Future Analysis III-62
German Outdoor Advertising Market - An Overview III-62
Product Launches III-62
Strategic Corporate Development III-63
B.Market Analytics III-63
Table 52: German Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-63

Table 53: German Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-64

Table 54: German 10-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-64

4e. Greece III-65
A.Market Analysis III-65
Current and Future Analysis III-65
Strategic Corporate Development III-65
B.Market Analytics III-65
Table 55: Greek Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/ Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includescorresponding Graph/Chart) III-65

Table 56: Greek Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-66

Table 57: Greek 10-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-66

4f. Hungary III-67
A.Market Analysis III-67
Current and Future Analysis III-67
Strategic Corporate Developments III-67
B.Market Analytics III-68
Table 58: Hungarian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-68

Table 59: Hungarian Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-69

Table 60: Hungarian 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-69

4g. Ireland III-70
A.Market Analysis III-70
Current and Future Analysis III-70
Strategic Corporate Developments III-70
B.Market Analytics III-71
Table 61: Irish Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includes corresponding Graph/Chart) III-71

Table 62: Irish Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-72

Table 63: Irish 10-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-72

4h. Italy III-73
A.Market Analysis III-73
Current and Future Analysis III-73
Strategic Corporate Developments III-73
B.Market Analytics III-74
Table 64: Italian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other Forms
Independently Analyzed by Annual Expenditures in US$ Million
for the Years 2001 through 2010 (includes corresponding
Graph/Chart) III-74

Table 65: Italian Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-74

Table 66: Italian 10-Year Perspective for Outdoor
Advertising by Mode/Format - Percentage Breakdown of Dollar
Expenditures for Billboards, Transit, Street Furniture and
Alternate & Other Forms for the Years 2003, 2008 and 2012
(includes corresponding Graph/Chart) III-75

4i. The Netherlands III-76
A.Market Analysis III-76
Current and Future Analysis III-76
Strategic Corporate Development III-76
B.Market Analytics III-76
Table 67: Dutch Recent Past, Current and Future Analysis for
Outdoor Advertising by Mode/Format - Billboards, Transit,
Street Furniture and Alternate & Other Forms Independently
Analyzed by Annual Expenditures in US$ Million for the Years
2001 through 2010 (includes corresponding Graph/Chart) III-76

Table 68: Dutch Long-term Projections for Outdoor
Advertising by Mode/Format - Billboards, Transit, Street
Furniture and Alternate & Other Forms Independently Analyzed
by Annual Expenditures in US$ Million for the Years 2011
through 2015 (includes corresponding Graph/Chart) III-77

Table 69: Dutch 10-Year Perspective for Outdoor Advertising
by Mode/Format - Percentage Breakdown of Dollar Expenditures
for Billboards, Transit, Street Furniture and Alternate &
Other Forms for the Years 2003, 2008 and 2012 (includes
corresponding Graph/Chart) III-77

4j. Norway III-78
A.Market Analysis III-78
Current and Future Analysis III-78
B.Market Analytics III-78
Table 70: Norwegian Recent Past, Current and Future Analysis
for Outdoor Advertising by Mode/ Format - Billboards,
Transit, Street Furniture and Alternate & Other