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Companies in this industry create 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, Lamar Advertising, and Outfront Media (formerly CBS Outdoor). Leading companies based outside the US include Hong Kong's Clear Media Limited, France's JCDecaux, and the UK's ExterionMedia.
Total global revenue from out-of-home advertising in 2014 was about $36 billion, a figure that is forecast to reach $45 billion by 2019, according to PricewaterhouseCoopers. The strongest growth is anticipated to come from Turkey, China, and Brazil, where high levels of infrastructural development are underway.
The US outdoor advertising industry includes some 2,700 establishments (single-location companies and units of multi-location companies) with combined annual revenue of more than $7 billion.
Advertising and marketing services, ad agencies, and sign manufacturing are covered in separate industry profiles.
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 ...
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