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Global Outdoor Advertising Market Growing Rapidly

Product Type: Market Research Report
Published by: Koncept Analytics
Published: December 2007
Product Code: R3494-84
Description
The global outdoor advertising sector consists of advertising agencies involved in the promotion of various brands, products and services through the mode of billboard advertising, transit advertising, and street furniture advertising, and digital signage. Some of the leading market players are Clear Channel Outdoor Holdings (CCO), JCDecaux, CBS Outdoor, and Lamar Advertising.

With an estimated compounded annual growth rate of 4.1%, the market for global outdoor advertising has eventually outperformed other modes of advertising, including newspaper advertising, radio advertising, magazine advertising, and television advertising. Asia, Central Europe, and Eastern Europe are the strongest regions where outdoor advertising market is in a dynamic state particularly.

Of late, there has occurred a gradual migration of advertisement spending from traditional media like newspaper, radio, and TV to the outdoors. Growth in global air passenger traffic and changing urbanization trends are fuelling the popularity of outdoor advertising. With approximately 2.7 million potential sites for outdoor advertising, the market remains prone to the possible challenges posed by regulatory bodies and issues related to operating costs.

The current report begins with a discussion of the worldwide outdoor advertising industry and then further presents an overview of industry segments in terms of geography, key market trends, growth drivers and major challenges faced by the industry. The report also profiles the leading market players.
Table of Contents
1. Industry Definition and SIC Classification

2. Global Outdoor Advertising Market

2.1 Industry Overview

2.2 Market Trends

2.2.1 Major Growth in Outdoor Spend

2.2.2 Declining Flat Screen Prices

2.3 Growth Drivers

2.3.1 Cost Saving Opportunities

2.3.2 Global Urbanization Trends

2.3.3 Increasing Global Air Passenger Traffic

2.4 Future Opportunities

2.5 Challenges

2.5.1 Potential Regulatory Changes

2.5.2 Cost Prohibitive in Remote Zones

2.5.3 Advertising Expenditure Highly Cyclical

3. Outdoor Advertising Segments

3.1 Street Furniture

3.2 Billboard

3.3 Transport

4. Outdoor Advertising Market: Geographical Segmentation

4.1 North America

4.2 United Kingdom

4.3 Germany

4.4 France

4.5 Asia- Pacific

5. New Entrants to the Industry - Entry Barriers

6. Competitive Landscape - Major players

6.1 Clear Channel Outdoor Holdings (CCO)

6.2 JCDecaux

6.3 CBS Outdoor

6.4 Lamar Advertising




Tables

Table 1.1: SIC Classification

Table I: Top 20 Outdoor Markets by Ad Spend

Table II: Impact of New Technology on Different Media

Table III: Potential Number of Sites for Digital Display Deployment

Table 4.1: North American Ad Expenditure, by Media

Table 4.2: UK Ad Expenditure, by Media

Table 4.3: Germany Ad Expenditure, by Media

Table 4.4: France Ad Expenditure, by Media

Table 4.5: Asia-pacific Ad Expenditure, by Media

Table 5.1: Industry Characteristics that Restricts New Players




Figures

Figure 2.1: Global Outdoor Advertising Expenditure (2001-06)

Figure 2.2: Global Advertising Expenditure by Media (2006)

Figure 4.3 Ad spend by Media ¬ Percentage of Total

Figure 4.1 Mega Cities with +10 million population - Current and Forecast

Figure 4.2 Global Air Passenger Traffic (2003-06 & 2015e)

Figure 6.1: Outdoor Advertising Revenue of Major Players
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