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Global Outdoor Advertising Market Report: 2011 Edition |
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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.
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Table of Contents : |
1. Advertising Industry
1.1 Overview
1.2 Outdoor Advertising
2. Global Outdoor Advertising Market
Global Outdoor Advertisement Spending
Market Breakdown by Region
3. Outdoor Advertising - Country Analysis
3.1 The United States
Outdoor Advertising Expenditure
Outdoor Market by Segments
Other Industry Statistics
3.2 The United Kingdom
Outdoor Revenue Growth
Outdoor Revenue by Segments
Major Outdoor Advertising Categories
3.3 Australia
Outdoor Revenue Growth
Outdoor Revenue by Segments
Major Outdoor Advertising Categories
3.4 China
Outdoor Revenue Growth
Market Share
3.5 Canada
Outdoor Revenue Growth
Market Share
Major Outdoor Advertising Categories
4. Market Drivers
4.1 Urbanization Trend
4.2 Increasing Mobility
4.3 Introduction of Digital Advertising Medium
4.4 Growing Disposable Income
5. Key Challenges
5.1 Laws and Regulations
5.2 Seasonality of the Market
5.3 Economic Conditions
5.4 Entry Barriers
6. Competitive Landscape of Outdoor Advertising Market
Comparison by Segments
Comparison by Regions
Financial Comparison
7. Company Profiles
7.1 Clear Channel Outdoor Holdings
Business Description
Key Financials
Business Strategies
Promote Overall Outdoor Media Spending
Focus on Cost Reduction
Increasing Use of Digital Billboards
Capitalize on Product & Geographic Opportunities
7.2 JCDecaux
Business Description
Key Financials
Business Strategies
Continuing Organic Growth
Promote Acquisitions to Strengthen Position
Maximize the Potential of Advertising Network
7.3 CBS Outdoor
Business Description
Key Financials
Business Strategies
Expansion in Selected Markets
7.4 Lamar Advertising Company
Business Description
Key Financials
Business Strategies
Reduction in Operating Expenditures
High Quality Local Sales and Services
Expansion of Display Inventory
Pursuing Other Outdoor Advertising Opportunities
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 Charts
Global Advertising Industry Expenditure (2006-2012e)
Segments of Outdoor Advertising
Global Advertisement Market Breakdown by Medium (2008)
Outdoor Advertising Spending–Geographic Breakdown (2008)
Global Outdoor Advertising Expenditure (2001-2011e)
Global Outdoor Advertising Spending vs. Advertising Market (2000-2011e)
Time Spent Per Week on Advertising Media by Category (2009)
Percentage Change in Ad Spending for 100 Leading US Advertisers (2001-2008)
Change in the US Ad Spending (2001-2009e)
US Expenditure on Outdoor Advertising (2000-2009)
US Outdoor Advertising Market Segmentation (2008)
US Outdoor Advertising Market Share Vs. Television (2003-2009)
UK Outdoor Revenue by Segments (2004-2009)
UK Outdoor – CPM % Discount to TV (2000-2008)
UK Digital Outdoor Revenue's Share in Outdoor Revenue (2003-2009)
Australia Advertising Expenditure Share by Media (2009)
Australia Outdoor Advertising Revenue (1997-2009)
Australia Outdoor Advertising Revenue by Environment (2008-2009)
Advertisement Expenditure in China (2006-2011E)
China Outdoor Advertising Expenditure and Growth Rate (2006-2011E)
China Segmental Share in Digital Outdoor Media (2009)
Outdoor Media Market Share in China (2009)
Share of Canadian Advertising Volume (2008)
Canada Outdoor Advertising Revenue and Growth (1998-2008)
Canada Out-of-Home Advertising Share of Key Players (2003-2008)
Global Urban Population (2003-2015)
Outdoor Expenditure and GDP (2002-2009)
Revenue of the World's Leading Outdoor Media Companies (2009)
Segmental Revenue Breakup of Competitors (2008)
Revenue Breakup by Geographical Location (2008)
Clear Channel Outdoor's Revenue (2005-20011F)
Clear Channel Revenue by Segments (2009)
JCDecaux Revenue (2005-2012F)
JCDecaux Revenue by Segments (2009)
JCDecaux Revenue by Geographic Segments (2009)
CBS Corp Revenue by Segments (2009)
CBS Outdoor Revenue (2005-2009)
CBS Outdoor Revenue by Geographical Segment (2009)
Lamar Revenue Growth (2005-2011F)
Outdoor Advertising Revenue (2003-2014F)
List of Tables
US Outdoor Advertising Expenditure – By Industry Category (2008 vs 2007)
UK Outdoor Revenue and Share of Advertising (2000-2009)
UK Outdoor Revenue by Quarter (2008-2009)
UK Top 20 Outdoor Advertising Categories (Jan 2009- June 2010)
Australia Top 20 Outdoor Advertising Categories (2009)
Australia Top 20 Advertisers in Outdoor Advertising (2009)
Share of Top 10 Canadian Industries in Outdoor Expenditure (2008)
Financial Position of the Key Players (2009)
Dependent & Independent Variables (2003– 2009)
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output |
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Published By : Koncept Analytics |
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Category
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