Global Outdoor Advertising Market Report: 2010 Edition

Date: August 1, 2010
Pages: 46
US$ 800.00
Publisher: Koncept Analytics
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Global Outdoor Advertising Market Report: 2010 Edition
The global outdoor advertising sector consists of those advertising agencies which are involved in the promotion of various brands, products and services through the mode of billboard advertising, transit advertising, street furniture advertising, and digital signage. Outdoor advertising is far more effective than other advertising media especially in areas of high footfall as the potential audience is very high compared to indoor advertising mediums. With the increase in high-rise buildings, availability of advertising spaces have significantly increased in office as well as residential spaces, subways, bus lines and shopping malls, thereby providing more opportunities to utilize these spaces for advertising.

The outdoor advertising market has outperformed the other modes of advertising as well as the overall advertising market. Billboards account for more than half share of the outdoor advertising budgets. The revenue from outdoor advertising has shown an increasing trend till 2008 after which it declined due to global economic downturn as the advertisers trimmed their spending on advertising. In the coming years, the industry is expected to grow and capture share of advertising from television, radio and newspapers.

Increasing urbanization, mobility and the introduction of digital advertising measures are the major factors driving the industry. Increase in digitalization of out-of-home media makes it more attractive for the viewers and also helps in increasing the visual span. The report also describes the correlation of outdoor advertising’s revenue and the GDP. The outdoor advertising market is highly regulated and the regulations generally limit the size, placement, nature, density and content of out-of-home displays. The entry barriers restrict new entrants to enter the market.

The outdoor advertising market is quite fragmented, with the top 3 players being Clear Channel Outdoor, CBS Outdoor and JCDecaux. Clear Channel outdoor is leading the market, followed by JCDecaux. CBS Outdoor and Clear Channel Outdoor generate a significant share of their revenue from billboard, whereas JCDecaux is the leader in street furniture advertising.

The report analyzes the outdoor advertising patterns in the global market with focus on the US, the UK, Australia, China and Canada. It also discusses the major growth drivers and challenges for the outdoor market. The report presents the competitive structure of the industry and profiles major players with a discussion of their key business strategies.

By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the industry. We employed various significant variables that have an impact on this industry and created regression models with SPSS Base to determine the future direction of the industry. Before deploying the regression model, the relationship between several independent or predictor variables and the dependent variable was analyzed using standard SPSS output, including charts, tables and tests.

1.1 Overview
1.2 Outdoor Advertising


Global Outdoor Advertisement Spending
Market Breakdown by Region


3.1 The United States
  Outdoor Advertising Expenditure
  Outdoor Market by Segments
  Other Industry Statistics
3.2 The United Kingdom
  Outdoor Revenue Growth
  Outdoor Revenue by Segments
  Major Outdoor Advertising Categories
3.3 Australia
  Outdoor Revenue Growth
  Outdoor Revenue by Segments
  Major Outdoor Advertising Categories
3.4 China
  Outdoor Revenue Growth
  Market Share
3.5 Canada
  Outdoor Revenue Growth
  Market Share
  Major Outdoor Advertising Categories


4.1 Urbanization Trend
4.2 Increasing Mobility
4.3 Introduction of Digital Advertising Medium
4.4 Growing Disposable Income


5.1 Laws and Regulations
5.2 Seasonality of the Market
5.3 Economic Conditions
5.4 Entry Barriers


Comparison by Segments
Comparison by Regions
Financial Comparison


7.1 Clear Channel Outdoor Holdings
  Business Description
  Key Financials
  Business Strategies
  Promote Overall Outdoor Media Spending
  Focus on Cost Reduction
  Increasing Use of Digital Billboards
  Capitalize on Product & Geographic Opportunities
7.2 JCDecaux
  Business Description
  Key Financials
  Business Strategies
  Continuing Organic Growth
  Promote Acquisitions to Strengthen Position
  Maximize the Potential of Advertising Network
7.3 CBS Outdoor
  Business Description
  Key Financials
  Business Strategies
  Expansion in Selected Markets
7.4 Lamar Advertising Company
  Business Description
  Key Financials
  Business Strategies
  Reduction in Operating Expenditures
  High Quality Local Sales and Services
  Expansion of Display Inventory
  Pursuing Other Outdoor Advertising Opportunities


8.1 Market Forecast
8.2 Forecast Methodology
  8.2.1 Dependent and Independent Variables
  8.2.2 Correlation Analysis
  8.2.3 Regression Analysis


Global Advertising Industry Expenditure (2006-2012e)
Segments of Outdoor Advertising
Global Advertisement Market Breakdown by Medium (2008)
Outdoor Advertising Spending–Geographic Breakdown (2008)
Global Outdoor Advertising Expenditure (2001-2011e)
Global Outdoor Advertising Spending vs. Advertising Market (2000-2011e)
Time Spent Per Week on Advertising Media by Category (2009)
Percentage Change in Ad Spending for 100 Leading US Advertisers (2001-2008)
Change in the US Ad Spending (2001-2009e)
US Expenditure on Outdoor Advertising (2000-2009)
US Outdoor Advertising Market Segmentation (2008)
US Outdoor Advertising Market Share Vs. Television (2003-2009)
UK Outdoor Revenue by Segments (2004-2009)
UK Outdoor – CPM % Discount to TV (2000-2008)
UK Digital Outdoor Revenue’s Share in Outdoor Revenue (2003-2009)
Australia Advertising Expenditure Share by Media (2009)
Australia Outdoor Advertising Revenue (1997-2009)
Australia Outdoor Advertising Revenue by Environment (2008-2009)
Advertisement Expenditure in China (2006-2011E)
China Outdoor Advertising Expenditure and Growth Rate (2006-2011E)
China Segmental Share in Digital Outdoor Media (2009)
Outdoor Media Market Share in China (2009)
Share of Canadian Advertising Volume (2008)
Canada Outdoor Advertising Revenue and Growth (1998-2008)
Canada Out-of-Home Advertising Share of Key Players (2003-2008)
Global Urban Population (2003-2015)
Outdoor Expenditure and GDP (2002-2009)
Revenue of the World’s Leading Outdoor Media Companies (2009)
Segmental Revenue Breakup of Competitors (2008)
Revenue Breakup by Geographical Location (2008)
Clear Channel Outdoor’s Revenue (2005-20011F)
Clear Channel Revenue by Segments (2009)
JCDecaux Revenue (2005-2012F)
JCDecaux Revenue by Segments (2009)
JCDecaux Revenue by Geographic Segments (2009)
CBS Corp Revenue by Segments (2009)
CBS Outdoor Revenue (2005-2009)
CBS Outdoor Revenue by Geographical Segment (2009)
Lamar Revenue Growth (2005-2011F)
Outdoor Advertising Revenue (2003-2014F)


US Outdoor Advertising Expenditure – By Industry Category (2008 vs 2007)
UK Outdoor Revenue and Share of Advertising (2000-2009)
UK Outdoor Revenue by Quarter (2008-2009)
UK Top 20 Outdoor Advertising Categories (Jan 2009- June 2010)
Australia Top 20 Outdoor Advertising Categories (2009)
Australia Top 20 Advertisers in Outdoor Advertising (2009)
Share of Top 10 Canadian Industries in Outdoor Expenditure (2008)
Financial Position of the Key Players (2009)
Dependent & Independent Variables (2003– 2009)
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output
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