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Outdoor & Billboard Advertising – Industry Analysis, Statistics, Trends, and Forecasts

SIC 7312  |  NAICS 541850

The following guide to industry research and analysis provides sources for industry statistics, trends, and forecasts, financial ratios, salary surveys, and more.

See the following sections listed below to view available resources by category:

For guides to other industries, see our index of over 400 industries.

Industry Analysis, Statistics, Trends, and Forecasts

Outdoor & Billboard Advertising  (view report)
Digital Billboards & Displays  (view report)
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:
Sample industry research report and selected industry statistics including market size, 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.

GIA Research
Outdoor Advertising
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.

Koncept Analytics.
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.

Outdoor Advertising Services Market Analysis  Search for "541850" to see available reports

Market analysis reports provide 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.

More Resources
For more industry research reports and other resources, see the following resource guide.

Financial Statements and Financial Ratios

Industry Financial Ratios
Outdoor Advertising Services  Search for "541850" to see available reports
Five-year financial statement analysis reports provide income statements, balance sheets, and key industry financial ratios for companies of all sizes, with financial data available by sales size range on a national, state, and metropolitan area level including:
Sample reports on a national and metropolitan area level are available free online.

RMA Annual Statement Studies
Outdoor Advertising
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.

BV Guides and Databases

Appraisal Institute
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 online.

SignValue, Inc.
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 signs.

Private company sales transaction data for over 900 industries.

Related Industries:
Sign Companies
Advertising Agencies
Graphic Designers
Public Relations Firms


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