The following guide to industry information, research, and analysis provides sources for industry trends and
statistics, market research and analysis, financial ratios and salary surveys, and more.
Industry Analysis, Trends, Statistics, and Forecasts
Comprehensive market 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.
Report contents include:
Outdoor Advertising Association of America
OOH Advertising Today
- Market size and characteristics
- Key statistics and trends
- Current performance
- Competitive landscape
- Major firms and market share
- Key risk and success factors
- Five-year growth forecast
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.
First Research profiles cover key aspects of an industry's size, scope, and operations and include a
five-year growth forecast. Profile contents include:
- Industry overview
- Recent developments
- Critical issues and challenges
- Business trends and opportunities
- Executive insights
- Financial benchmarking data
- Five-year growth forecast
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
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.
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.
RMA Annual Statement Studies
- Income and expense detail in dollars and percentages
- Balance sheet detail in dollars and percentages
- Sources and uses of funds cash flow analysis
- Profitability and return on investment ratios
- Liquidity and working capital ratios
- Asset turnover and efficiency ratios
- Capital structure and debt service ratios
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.
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.
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.
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.