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Global Outdoor Advertising Market Report: 2010 Edition
Koncept Analytics, Aug 2010, Pages: 46
The global outdoor advertising sector consists of those advertising agencies which are involved in the promotion of various brands, products and services through the mode of billboard advertising, transit advertising, street furniture advertising, and digital signage. Outdoor advertising is far more effective than other advertising media especially in areas of high footfall as the potential audience is very high compared to indoor advertising mediums. With the increase in high-rise buildings, availability of advertising spaces have significantly increased in office as well as residential spaces, subways, bus lines and shopping malls, thereby providing more opportunities to utilize these spaces for advertising.
The outdoor advertising market has outperformed the other modes of advertising as well as the overall advertising market. Billboards account for more than half share of the outdoor advertising budgets. The revenue from outdoor advertising has shown an increasing trend till 2008 after which it declined due to global economic downturn as the advertisers trimmed their spending on advertising. In the coming years, the industry is expected to grow and capture share of advertising from television, radio and newspapers.
Increasing urbanization, mobility and the introduction of digital advertising measures are the major factors driving the industry. Increase in digitalization of out-of-home media makes it more attractive for the viewers and also helps in increasing the visual span. The report also describes the correlation of outdoor advertising's revenue and the GDP. The outdoor advertising market is highly regulated and the regulations generally limit the size, placement, nature, density and content of out-of-home displays. The entry barriers restrict new entrants to enter the market.
The outdoor advertising market is quite fragmented, with the top 3 players being Clear Channel Outdoor, CBS Outdoor and JCDecaux. Clear Channel outdoor is leading the market, followed by JCDecaux. CBS Outdoor and Clear Channel Outdoor generate a significant share of their revenue from billboard, whereas JCDecaux is the leader in street furniture advertising.
The report analyzes the outdoor advertising patterns in the global market with focus on the US, the UK, Australia, China and Canada. It also discusses the major growth drivers and challenges for the outdoor market. The report presents the competitive structure of the industry and profiles major players with a discussion of their key business strategies.
By combining SPSS Inc.'s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the industry. 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.
Also available
Global Outdoor Advertising Market Report: 2011 Edition
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