Mass appeal: The broad reach of industry ads will help operators thrive despite digital competition

Over the five years to 2017, IBISWorld anticipates revenue for the Billboard and Outdoor Advertising industry to increase, despite heightened volatility in consumer spending and corporate profit. Over the five years to 2022, industry revenue is expected to continue to increase. During that time, industry profit is expected to remain more.

Industry Statistics & Market Size
Annual Growth 12-17
Forecast Growth 17-22

Industry Threats & Opportunities

  • Outdoor advertising has largely escaped the decline experienced by other traditional media
  • Digital displays maximize profit by enabling operators to contract with multiple advertisers
  • As corporate profit rises, companies are anticipated to allocate more money to advertising
  • Industry Report - Industry Analysis Chapter

    Revenue for the Billboard and Outdoor Advertising industry in Canada is expected to rise at an annualized rate of 2.3% to $1.0 billion over the five years to 2017, despite some volatility in the beginning of the period. Hesitancy about the health of the overall Canadian economy early in the period caused tepid increases in advertising outlays early during the five-year period, causing clients to reluctantly withhold their marketing budgets to maintain margins amid a difficult business environment. As a result of lower demand for services, industry operators suffered lower occupancy rates on display faces early in the period. Pro...purchase to read more.

    Additional Insights for the Billboard & Outdoor Advertising Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Billboard & Outdoor Advertising Industry are

  • Ability to provide services in diverse locations
  • Ability to compete on tender
  • Displays in key markets
  • IBISWorld analysts also discuss how external factors such as Consumer spending and Corporate profit in the Billboard & Outdoor Advertising industry impact industry performance..

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    What's in this report

    What is the Billboard & Outdoor Advertising Industry?

    This industry creates and designs 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.

    Industry Products
  • Digital billboards
  • Billboards
  • Transit advertising
  • Alternative advertising
  • Street furniture
  • Industry Activities
  • Aerial advertising
  • Billboard-display advertising
  • Bus, taxicab and subway card advertising
  • Indoor-display advertising
  • Outdoor-display advertising
  • Store-display advertising
  • Transit advertising
  • Display advertising
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Consumer spending
  • Corporate profit
  • Number of businesses
  • Total advertising expenditure

  • Current Performance
  • Escaping the shift from traditional media
  • Digital growth
  • Industry structure
  • Chart: Revenue Growth

  • Industry Outlook
  • Mass market and digital appeal
  • Industry structure
  • Table: Billboard & Outdoor Advertising Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Billboard & Outdoor Advertising Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Car & Automobile Manufacturing in Canada
  • TV Broadcasting in Canada
  • Wireless Telecommunications Carriers in Canada
  • Advertising Agencies in Canada
  • Public Relations Firms in Canada

  • Key Selling Industries
  • Airport Operations in Canada
  • Billboard & Sign Manufacturing in Canada
  • Graphic Designers in Canada
  • Market Research in Canada
  • Public Transportation in Canada

  • Products & Services
  • Billboards
  • Transit advertising
  • Digital billboards
  • Alternative advertising
  • Street furniture
  • Chart: Billboard & Outdoor Advertising Industry Products and Services Segmentation

  • Demand Determinants
  • Consumer and business sentiment
  • Total media expenditure

  • Major Markets
  • Food and beverage
  • Professional services
  • Healthcare
  • Other
  • Telecommunications, media and technology
  • Automotive
  • Retail
  • Government and nonprofit
  • Chart: Major Market Segmentation for the Billboard & Outdoor Advertising Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitRent and purchasesWagesDepreciation
  • Chart: Cost Structure Benchmarking – Sector vs Billboard & Outdoor Advertising

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Billboard & Outdoor Advertising Industry

  • Industry Globalization
    Jim Pattison Group, Bell Media, Outfront Media Inc.,
  • Table: Jim Pattison Group - financial performance
  • Table: Bell Media - financial performance
  • Table: Outfront Media Inc. - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Billboard & Outdoor Advertising Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Billboard & Outdoor Advertising Industry
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Total Advertising Expenditure (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
  • The largest standardized form of outdoor advertising, usually measuring 14 feet by 48 feet.
  • Display Face
  • The surface on which an advertisement is placed.
  • Impressions
  • The number of times than an advertisement is viewed.
  • Ooh
  • "Out-of-home" advertising, which includes all forms of advertising in an outdoor setting, all of which are industry-relevant.
  • Poster
  • The standard billboard size, measuring about 12 feet by 24 feet.
  • Tendering
  • A written offer or bid to contract goods or services at a specified cost or rate.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Billboard & Outdoor Advertising market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Billboard & Outdoor Advertising:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Billboard & Outdoor Advertising market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Billboard & Outdoor Advertising, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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