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Billboard & Outdoor 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.
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Industry Analysis, Statistics, Trends, and Forecasts


Billboard & Outdoor 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 reports and selected industry statistics including market size, five-year average growth rate, number of businesses, and total employment are available free online.

Out-of-Home (OOH) Advertising Association of America, Inc.
Media Formats
https://oaaa.org/

Media format section provides descriptions of the various types of displays included in the four major format categories: billboards (e.g., bulletins, digital display, posters, junior posters, spectaculars, wall murals), street furniture (e.g., bus shelters, urban/digital street furniture), transit (e.g., airports, buses, rails/subways, taxis/rideshares), and place-based (e.g., arenas, stadiums, cinemas, shopping malls).


GIA Research
Outdoor Advertising
https://www.strategyr.com/

Comprehensive report provides a detailed analysis of the market for this sector in the U.S. and other countries, with information provided for the U.S. including historical and forecast annual revenues by type (e.g., traditional, digital) and mode (e.g., billboard, transit, street furniture, other) and companies profiled including Clear Channel Outdoor, Inc., Lamar Advertising Company, and Outdoor Media, Inc.


The Business Research Company
Out-Of-Home Advertising
https://www.thebusinessresearchcompany.com/

BRC study analyzes the market for out-of-home advertising on a global and regional basis, with data provided in the report including historical market size and forecasts by type (e.g., billboard, transport, street furniture, transit display, other), platform (e.g., static, digital), and end-market sector (e.g., food and beverage, motor vehicle, health/medical, commercial/personal services, consumer goods, other).


Grand View Research
U.S. Digital Signage Market
https://www.grandviewresearch.com/

Market research report provides an in-depth analysis of the market for this product sector in the U.S.,  with data provided including market size and forecasts by hardware, display type, display technology, display size, software, application, location, and geographic region, and companies profiled including BrightSign, LLC, DSA Phototech, LLC, Scala, Inc., Planar Systems, Inc., and NEC Display Solutions.


BizMiner Market Analysis Reports
Outdoor Advertising Services
https://www.bizminer.com  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.



Financial Statements and Financial Ratios


BizMiner Industry Financial Ratios
Outdoor Advertising Services
https://www.bizminer.com  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 financial ratio analysis can be viewed free online.

IBISWorld Research Reports
Billboard & Outdoor Advertising / Digital Billboards & Displays
(see links for individual reports)

Financial benchmarking section of these reports provides an analysis of industry profit and expenses as a percentage of revenue for establishments that create and design advertising materials for public display, including printed, painted, or electronic displays. Operators may place displays on billboards or panels or on or within transit vehicles, shopping malls, retail stores, and other sites and structures.



Compensation and Salary Surveys


PayScale, Inc.
Outdoor Advertising
https://www.payscale.com/

Free online service provides salary, bonus, and hourly wage data for job positions in this sector such
as director of operations, account executive, sales coordinator, sales assistant, operations manager, photographer, and graphic designer, with employers for which salary or hourly wage data is provided including Lamar Advertising Company, Clear Channel Outdoor Holdings, Inc., and JCDecaux Group.


U.S. Bureau of Labor Statistics
Advertising, Public Relations, and Related Services
https://www.bls.gov/oes/

Annual wage survey provides hourly and annual wage data on a national, state, and local area basis for personnel employed by firms in this sector that create and design advertising materials for public display, including printed, painted, or electronic displays. Operators may place displays on billboards or panels or on or within transit vehicles, shopping malls, retail stores, and other sites and structures.



BV Guides and Databases


Appraisal Institute
The Valuation of Billboards
Stoops, Wolverton, Appraisal Institute, 2006
https://ai.appraisalinstitute.org/  Search "Books" for title

Billboard valuation guide provides an overview of the outdoor advertising business and its operations and includes chapters that address the physical characteristics of billboards, the legal and regulatory issues that affect their value, the cost, sales comparison, and income capitalization approaches, and
the reconciliation
and conclusion of these valuation approaches. Table of contents is available online.


SignValue, Inc.
Billboard Appraisal: The Valuation of Off-Premise Advertising Signs
Wright et al, American Society of Appraisers, 2001
https://www.amazon.com/

Comprehensive guide 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 including industry background, legal issues, the appraisal process, the sales comparison approach, and EGIM (effective gross income multiplier) factors for individual signs.


BVMarketData
www.bvresources.com
Private company sales transaction data for over 900 industries.



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

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