Outdoor and Billboard Advertising Services
SIC 7312 | NAICS 541850
The following guide to industry information, research, and analysis provides sources for
statistics, financial ratios, salary surveys, and more.
the following sections listed below to view available resources by category:
industry analysis, trends, statistics, and
statements and financial ratios;
compensation and salary surveys;
and business valuation resources.
For guides to other industries, see
our index of over 400 industries.
Industry Analysis, Trends, Statistics, and Forecasts
Comprehensive industry research reports provide in-depth industry analysis and five-year forecasts,
with special focus on the underlying structure and external forces and relationships
that affect industries and their performance. Topics addressed in the reports include:
- Market size, product segments, and major markets
- Key industry trends, statistics, and financial ratios
- Operating conditions and current performance
- Competitive landscape and environment
- Major company profiles and market shares
- Five-year outlook and growth forecasts
Sample report and selected data including market size based on revenue, five-year average growth rate, number
of businesses, and total employment are available free online.
Outdoor Advertising Association of America
OOH Advertising Today
Introductory section provides a summary overview of the out-of-home (OOH) advertising industry, with topics
covered including major display categories, size and scope of the market, effectiveness and measurement,
economic impact, digital trends, public service, government regulation, and environmental responsibility.
Information available from this trade association includes:
OOH Media Formats
Media format section provides descriptions of the various types of media displays included in each of
the four major display categories: billboards (e.g., bulletins, digital, posters, junior posters, and
walls/spectaculars), street furniture (e.g., bus shelters, urban furniture), transit (e.g., buses, airports,
rail, trucks, and taxis), and alternative (e.g., cinema, stadiums, shopping malls, and place-based digital,
interior, and exterior media).
Facts & Figures - Revenue
"Facts & Figures" section includes a variety of revenue statistics for the out-of-home (OOH) advertising
business, with information provided including historical revenue trends over the past five years, quarterly
revenue for the current year, revenue by major display category, OOH media spend for major industry
categories, and top OOH media spenders by company, parent company, and major industry categories.
Comprehensive report provides in-depth analysis of the outdoor advertising market in the U.S. and other
countries, with topics covered including industry and product overview, market analysis and trends, historical
and forecast sales volume by mode/format segment (e.g., billboards, street furniture, transit, and alternate),
and leading company profiles. Summary description and detailed table of contents are available free online.
Global Outdoor Advertising Market Report
Market research report provides an analysis of the outdoor advertising services market on a global basis,
with topics covered including market size with breakdowns by medium and geographic region, market dynamics,
growth drivers, key trends, business challenges, competitive landscape, major company profiles, and market
outlook and forecast. Summary report description and a detailed table of contents are available free online.
Market analysis report provides industry statistics for a user-defined area on a national,
state, county, metro area, or zip code level, with data provided including number of
companies, market volume and sales trends, average company
sales, sales per employee, staffing and employment trends, average employee wage, and business start up
activity and failure rates. Sample report can be viewed online.
Financial Statements and Financial Ratios
Industry Financial Ratios
Outdoor Advertising Services
Search for "541850"
Five-year financial statement analysis includes income statements, balance sheets, and key financial ratios,
with data available by sales size range on a national, state, and metro area level including:
- Income and expenses in dollars and percentages
- Balance sheets in dollars and percentages
- Profitability and return on investment ratios
- Liquidity and working capital ratios
- Asset turnover and efficiency ratios
- Capital structure and debt service ratios
Sample reports are available free online.
RMA Annual Statement Studies
Search for "541850"
Annual financial statement analysis includes common-size income statements and balance sheets and key financial
ratios for companies in this service sector. Report includes five years of historical data with the most
recent year's data broken out by revenue and total assets size range. Sample report can be viewed online.
Compensation and Salary Surveys
U.S. Bureau of Labor Statistics
Occupational Employment and Wages - Paperhangers
Occupational employment and wages survey provides hourly and annual wage data for personnel in this occupational
category (which includes personnel who attach advertising posters on surfaces such as walls and billboards)
on a national, state, and metropolitan area basis, with statistical measures for national wage data including
mean, median, and upper/lower quartiles and deciles. All information is available free online.
Business Valuation Resources
The Valuation of Billboards
Stoops, Wolverton, Appraisal Institute, 2006
Billboard appraisal guide provides an overview of the outdoor advertising industry, with other topics covered
in individual chapters including physical characteristics of billboards; legal and regulatory issues which
affect their value; cost, sales comparison, and income capitalization valuation approaches; and reconciliation
of these valuation approaches in determining a conclusion of value. Table of contents is available free
Billboard Appraisal: The Valuation of Off-Premise Advertising Signs
Wright et al, American Society of Appraisers, 2001
Comprehensive text primarily focuses on billboard appraisal for eminent domain purposes but also includes
information on determining the value of billboards for sales transaction, leasing, and lending purposes,
with topics covered in the publication including industry background, legal and regulatory issues, appraisal
process, sales comparison approach, and EGIM (effective gross income multiplier) factors for individual
Private company sales transaction data for over 800 industries.
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