Outdoor Advertising

Outdoor Advertising
Brief Excerpt from Industry Overview Chapter:

Companies in this industry create print and digital advertising material and place it on outdoor displays such as billboards, transit vehicles, and street furniture. Major US outdoor advertising agencies include Clear Channel Outdoor, Intersection Media Holdings, Lamar Advertising, and Outfront Media. Leading companies based outside the US include JCDecaux (France), Ströer (Germany), and Val Morgan (Australia).

COMPETITIVE LANDSCAPE

Demand for outdoor advertising is driven by spending on transit infrastructure, as well as business in sectors such as retail, media, health care, and banking and financial services. The profitability of individual companies depends on the ability to attract and retain creative employees and establish and maintain successful relationships with clients. Big companies have advantages in providing outdoor advertising in multiple geographic markets. Small companies can compete effectively by specializing in local markets or offering lower pricing. The US industry is concentrated: the top 50 companies account for nearly 80% of revenue.

PRODUCTS, OPERATIONS & TECHNOLOGY

Spending on outdoor advertising, also known as out-of-home (OOH) or digital-out-of-home (DOOH) advertising, typically goes toward large format media (about 87% of industry revenue), transit space (5%), and street furniture (3%). Other media space leasing account for the rest.