Billboard & Outdoor Advertising in the US
Over the five years to 2018, revenue for the Billboard and Outdoor Advertising industry is expected to increase. Industry operators generate revenue through leasing of advertisement space on display faces, including billboards, public transit and street furniture. The industry experiences stiff competition from various advertising media. However, billboards remain an attractive form of advertising because of their ability to reach a mass market, a feat that is becoming more difficult as consumer markets fragment. Advertising clients are increasingly requesting the measurement of impression and exposure. This has been detrimental to the industry because this reach is easily deliverable through the various quantifiable metrics that online and social media advertisements offer. However, operators have made progress on this front through the development of interactive displays. Despite continuing growth in advertising expenditures, industry revenue is projected to decline marginally over the five years to 2023.
This industry is composed of companies that create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels as well as on or within transit vehicles, shopping malls, retail stores and other display structures or sites.
This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
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