Industry products have increasingly been used by private businesses and advertisers over the five years to 2017. Fortunately for the industry, solid growth in US advertising expenditure and private spending on nonresidential construction has enabled strong overall revenue growth. Outdoor advertising, including digital billboards and other displays, has maintained strong appeal over the past five years amid an increasingly fragmented media landscape. Online advertising channels provide more and more specific demographic targeting, but print media and television have struggled to retain readers and viewers, leaving fewer ways to effectively reach a broad-based audience. Over the five years to 2022, a more stable economic outlook will ease pressure on state and local government budgets, leading to stronger growth in spending and renewed demand for variable message signs from government customers. In addition, the digitization of billboards will continue, albeit at a slower rate as the technology matures.
This industry manufactures variable message electronic signs, which can be manufactured using LEDs or incandescent lights and display messages that can be programmed electronically. Industry products include digital billboards, scoreboards and highway signs purchased by government agencies to display traffic alerts.
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.