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Outdoor Advertising

Publisher First Research, Inc.
Published Jul 07, 2025
SKU # FRRS20160056

Description

Brief Excerpt from Industry Overview Chapter:

Companies in this industry create print and digital advertising material and place it on outdoor displays such as billboards, transit vehicles, and street furniture. Major US outdoor advertising agencies include Clear Channel Outdoor, Intersection Media Holdings, Lamar Advertising, and Outfront Media. Leading companies based outside the US include JCDecaux (France), Ströer (Germany), and Val Morgan (Australia).

COMPETITIVE LANDSCAPE

Demand for outdoor advertising is driven by spending on transit infrastructure, as well as business in sectors such as retail, media, health care, and banking and financial services. The profitability of individual companies depends on the ability to attract and retain creative employees and establish and maintain successful relationships with clients. Big companies have advantages in providing outdoor advertising in multiple geographic markets. Small companies can compete effectively by specializing in local markets or offering lower pricing. The US industry is concentrated: the top 50 companies account for nearly 80% of revenue.

PRODUCTS, OPERATIONS & TECHNOLOGY

Spending on outdoor advertising, also known as out-of-home (OOH) or digital-out-of-home (DOOH) advertising, typically goes to large format displays (about 90%). Other revenue sources include transit and street furniture (about 5% each).

Table of Contents

Industry Overview
Quarterly Industry Update
Business Challenges
Business Trends
Industry Opportunities
Call Preparation Questions
Financial Information
Industry Forecast
Web Links and Acronyms

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