Outdoor and Billboard Advertising Services
SIC 7312 | NAICS 541850
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.
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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
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:
Information available from this trade association includes:
OOH Media Formats
Facts & Figures - Revenue
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.
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Financial Statements and Financial Ratios
Outdoor Advertising Services
https://www.bizminer.com 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
https://www.rmahq.org/ 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.
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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.
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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 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.