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Global Outdoor Advertising Market Report: 2012 Edition

Published By :

Koncept Analytics

Published Date : Nov 2012

Category :

Advertising and Marketing

No. of Pages : 47 Pages


Outdoor advertising or out of home advertising is undoubtedly one of the oldest forms of advertising. However, it is still considered as one of the most efficient ways of mass communication. Hence, the outlook of the global outdoor advertising market remains optimistic despite of the growing popularity of Internet and other advertising mediums.
Outdoor advertising market is comprised of 4 major segments namely; billboards, street furniture, transit advertising, and alternative media. In 2011, billboards generated higher revenues as compared to the other 3 segments within the market. It is expected that the growing popularity of digital billboards will add to the growth of the particular segment in the foreseeable future.

After witnessing slowdown in 2008, global outdoor advertising market has returned to its growth trajectory in the last two years and it is expected that the market will continue to witness stable growth in parallel to the overall growth of advertising industry. Asia was the largest market for outdoor advertising in 2011, followed by Europe and the US, which is attributable to the high penetration rate of outdoor advertising in Asian countries like Japan and China. Conversely, the outdoor advertising market in developed regions like the US and Europe was affected by economic downturn during 2008 and 2009 when the overall advertising industry witnessed low demand.

Urbanization and improvement in the global economy are the major growth drivers of the market and it is expected that the advent of digital displays and improvement of outdoor advertising penetration in the FMCG industry will add to the future growth of the market. However, the market will continue to face challenges related to environment and road safety.

The competitive landscape of the global outdoor advertising market was fragmented in 2011. JC Decaux led the global outdoor advertising market in 2011 closely followed by Clear Channel Outdoor, and CBS Outdoor.

The report analyzes the global outdoor advertising market with focus on countries like US, UK, Australia, Russia and Canada. The competition prevailing in the outdoor market has been discussed in the report. Factors affecting the growth and trends of this market have also been analyzed.

By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the global outdoor advertising market. We employed various significant variables that have an impact on this industry and created regression models with SPSS Base to determine the future direction of the industry. Before deploying the regression model, the relationship between several independent or predictor variables and the dependent variable was analyzed using standard SPSS output, including charts, tables and tests.
Table of Content

1. Introduction
1.1 Advertising Industry
1.2 Outdoor Advertising
1.2.1 Advantages of Outdoor Advertising

2. Market Size
2.1 Global Advertising Industry
  • Market Value
  • Segmentation by Vertical
  • Segmentation by Media
  • Geographic Breakdown
  • Growth in Ad Spend
2.2 Global Outdoor Advertising Market
  • Market Value
  • Market Segments
  • Geographic Breakdown
  • Growth in Ad Spend
2.3 Outdoor Advertising Market in the US
  • Market Value
  • Segmentation by Vertical
  • Segmentation by Media
2.4 Outdoor Advertising Market in the UK
  • Market Value
  • Segmentation by Vertical
  • Segmentation by Media
  • Digital Outdoor Advertising Market
  • Top Outdoor Advertisers
2.5 Outdoor Advertising Market in Australia
  • Market Value
  • Segmentation by Media
  • Top Outdoor Advertisers
2.6 Outdoor Advertising Market in Canada
  • Overview
  • Market Growth
2.7 Outdoor Advertising Market in Russia
  • Market Value
  • Ad Spend by Media
  • Ad Spend by Industry 

3. Growth Drivers
3.1 Increasing Urbanization
3.2 Improvement in the Worldwide Economy
3.3 Digital Out of Home Advertising

4. Key Trends
4.1 Highly Fragmented Landscape of Global Outdoor advertising market
4.2 Strong Growth Opportunity of FMCG Advertising
4.3 Improving Penetration Rate of Outdoor Advertising

5. Challenges
5.1 Traffic Safety Related Issues
5.2 Environmental Issues of Outdoor Advertising

6. Outdoor Advertising - Competitive Landscape
6.1 The US
6.2 Russia

7. Company Profile
7.1 JCDecaux
  • Business Description
  • Key Financials
  • Business Strategies
  • Driving Organic Growth
  • Consolidating Outdoor Activities
7.2 Lamar
  • Business Description
  • Key Financials
  • Business Strategies
  • Decentralized Management Structure
  • Upgrading Existing Advertising Displays
7.3 Clear Channel Outdoor Holdings, Inc.
  • Business Description
  • Key Financials
  • Business Strategies
  • Increasing Inventory of Digital Displays
  • Capitalizing Product & Geographic Opportunities
7.4 CBS Corporation
  • Business Description
  • Key Financials
  • Business Strategies
  • Retention of High Value Personnel
  • Expanding Presence in Major Markets

8. Market Outlook
8.1 Market Forecast
8.2 Forecast Methodology
8.2.1 Dependent and Independent Variables
8.2.2 Correlation Analysis
8.2.3 Regression Analysis

List of Table

Global Outdoor Advertising Expenditure, 2012 vs. 2011 (January – June) 
List of Top 20 Advertisers in Australian Out-of-Home Market, 2011
List of Top 20 Advertising Categories in Out-Of-Home, 2011
Dependent & Independent Variables, 2009–2011
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output

List of Chart

Outdoor Advertising Segments
Global Advertising Industry, 2007-2011
Major Media Expenditure, 2010A-2014E
Breakdown of Global Advertising Industry by Vertical, 2011
Breakdown of Global Advertising Industry by Medium, 2002 vs. 2011
Global Advertising Industry by Geography, 2011
Expected Growth of Global Advertising Spend, 2012E-2013E
Expected Share Media Spend, 2012-2013
Expected Growth of Global Advertising Industry by Medium, 2011A-2016E
Advertising Industry in the US, 2002-2011
Expected Growth of Advertising Spending in Europe, 2012E
Global Outdoor Advertising Market, 2007-2011
Global Outdoor Advertising Market by Geography, 2011
Revenue Breakdown of Outdoor Advertising Market, 2011
Penetration of Outdoor Advertising by Geography, 2011
Outdoor Advertising Market in the US, 2002-2010
US Advertising Spending by Medium, 2010
Time Spent per Week by Advertising Medium in the US, 2010
Sector Breakdown of US Outdoor Market, 2011
UK Outdoor Advertising Revenue, 2000-2011
Share of Outdoor Segment in the UK Advertising Industry, 2000-2011
Share of Outdoor Advertising in the UK Display Advertising, 2000-2011
Revenue of the UK Outdoor Advertising Market by Category, 2011
UK Outdoor Advertising Revenue Split by Segments, 2005-2011 
UK Digital Outdoor Advertising Market, 2003-2011
Top 10 Outdoor Advertisers in the UK, 2011
Australian Outdoor Advertising Revenue, 2002-2011
Australian Outdoor Net Revenue by Category, 2009-2011
Canadian Out of Home Advertising Growth, 2005-2010
Russian Outdoor Advertising Market, 2012E-2014F
Advertisement Spend in Russia by Media Segments, 1H11 vs. 1H12
Russian Outdoor Advertising Expenditure by Industry, 1H11
Russian Outdoor Advertising Expenditure by Industry, 1H12
Advertising Occupancy Rate in Russia, 3Q10-2Q12
Worldwide Urban Population, 2005-2012E
Worldwide Current GDP, 2005-2011
Market share of Top 7 Players vs. Others, 2002-2011
Market Shares of Major Players in the US Outdoor Advertising Market, 2011E
Market Share of Top 3 Players in Global Outdoor Advertising Market, 2002-2011
Market Share of Players in Russian Outdoor Advertising Market, 1H11 vs. 1H12
Revenue of JC Decaux by Segments, 2011
Revenue and Net Income of JC Decaux, 2007-2011
Sales of Lamar by Advertising Segments, 2011
Net Revenue and Net Income of Lamar, 2007-2011
Revenue of Clear Channel Outdoor Holding by Reportable Segments, 2011
Revenue and Net Income of Clear Channel Outdoor Holding, 2007-2011
Revenue of CBS Corporation by Reportable Segments, 2011
Revenue and Net Sales of CBS Corporation, 2007-2011
Global Outdoor Advertising Revenue, 2011A-2015F

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