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

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Industry Analysis, Statistics, Trends, and Forecasts

• Market size and major product and service segments
• Key industry statistics, trends, and financial ratios
• Operating conditions and current performance
• Competitive landscape and environment
• Major company profiles and market shares
• Five-year outlook and growth forecasts

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

https://www.bizminer.com  Search for "541850" to see available reports

• 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

(see links for individual reports)  (sample spreadsheet)

Financial benchmarks section provides detailed comparative income statements and balance sheets and over twenty-five industry financial ratios, with financial benchmarks available for each of the five most recent fiscal years and on a historical average basis for three-year, five-year, and ten-year time periods. Sample spreadsheet that includes breakdowns by total asset size can be viewed free online.

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

BVMarketData
Private Company Sales Transaction Databases
https://www.bvresources.com/

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.

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