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Billboard & Outdoor Display Advertising Industry Analysis

Identify industry changes, evaluate the market size, market outlook, trends, key players, and growth opportunities.

Contents Standard Report Premium Report
Industry Overview & Outlook . .
Market Size (industry trends) . .
Market Forecast (5-year projection)   .
Products/Services Breakdown   .
Revenue per State . .
Financial Metrics . .
Salary & Compensation Benchmarks . .
Key Companies   .
Industry News & Innovators   .
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2018 Market Analysis & Industry Outlook: Billboard & Outdoor Display Advertising

Overview of the U.S. Billboard & Outdoor Display Advertising Industry

This section provides answers to key questions about the industry:
  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Billboard & Outdoor Display Advertising: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

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Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast[PREMIUM]

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Billboard & Outdoor Display Advertising industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Display Advertising Services

Leased Display Advertising Media Space, Large Format

Leased Display Advertising Media Space, Transit

Leased Display Advertising Media Space, Street Furniture And Other Urban Fixtures

Leased Display Advertising Media Space, Other

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map of Billboard & Outdoor Display Advertising by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Billboard & Outdoor Display Advertising company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Billboard & Outdoor Display Advertising industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Billboard & Outdoor Display Advertising measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 11%

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Chief Executives0%
General and Operations Managers4%
Advertising, Marketing, Promotions, Public Relations, and Sales Managers 5%
Business and Financial Operations Occupations 10%
Business Operations Specialists 8%
Arts, Design, Entertainment, Sports, and Media Occupations 23%
Art and Design Workers 11%
Designers 7%
Media and Communication Workers 10%
Public Relations Specialists 8%
Public Relations Specialists 8%
Sales and Related Occupations 25%
Sales Representatives, Services 16%
Advertising Sales Agents 13%
Advertising Sales Agents 13%
Other Sales and Related Workers 7%
Demonstrators and Product Promoters 6%
Office and Administrative Support Occupations 20%
Other Office and Administrative Support Workers 7%
Source: Bureau of Labor Statistics

Billboard & Outdoor Display Advertising Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Innovation News

  • Square One Group trademarks "GET DEBIT" - Credit card and debit card services; Debit card services; News reporting services in the field of financial news; Providing financial information - 10/03/2017
  • Purpose 1 trademarks "QUIKPICS DIGITAL MEDIA CENTER" - Digital LCD screen that is driven by a removable memory card or wireless internet access - 04/12/2016
  • School Space Media Holdings trademarks "S" - Advertising services - 05/28/2013

  • Top Innovators

    CompanyInnovation Score
    Volta Industries2
    All Vision
    Rave Media
    National In-Store Marketing

    Additional companies, details and innovation scoring in the full report.

    Latest Industry News

    • Billboard & Outdoor Advertising Market Global Insights and Trends 2017 - ... ... (12/12/2017)
    • Watchfire Advertising Plan Offers Incentives for Purchase of New Digital Billboards - Grace Outdoor, a family-owned outdoor advertising company founded 30 years ago ... based on the number and length of spots committed to Blip Billboards and the traffic count of the display, and are applied directly and immediately to a new digital ... (11/29/2017)
    • Advertising company appeals Madison denial to alter 22 billboards in the city - Although the company is already suing Madison for its refusal to allow billboard modifications, Adams Outdoor Advertising — which ... install digital advertising displays, or both. Adams is appealing the decision to the Madison Urban Design Commission. (10/04/2017)
    • Billboard & Outdoor Advertising Global Market Briefing 2017 - Technological advances in the field of outdoor advertising are replacing static billboards and posters with digital signage, wallscapes, innovative displays and wraps. Oversized digital billboards attract the attention of passerbys. Moreover, billboards ... (12/19/2016)
    • Google is bringing DoubleClick to billboard ads for the first time — which could be huge for outdoor advertising - The company is trialing a method for premium billboard ads to bought programmatically — using DoubleClick's automated processes, rather than having to manually place an order with an outdoor advertising ... told Business Insider that the trial is just ... (10/30/2015)
    • LED Billboard System optimizes outdoor advertising. - The FTX technology is available in five sizes of display signs making it perfect for indoor and outdoor advertising. FTX technology can also be retrofit into existing billboard structural framing for upgrading to a high visibility sign. 24 hour ... (03/10/2015)
    • Say goodbye to those giant billboards on EDSA - MANILA, Philippines—The Metropolitan Manila Development Authority (MMDA) and outdoor advertising organizations ... installation and display not just of billboards, but also of LED boards and other advertising signs along major and secondary roads and ... (09/20/2013)
    • Digital billboards light up outdoor-ad revival - SIOUX FALLS, S.D. — They're large, rectangular and target consumers from high above the nation's roadways, but these are not your father's billboards. Digital billboards, which resemble ballpark jumbo video displays ... of Lamar Outdoor Advertising's ... (12/13/2006)

    Government Contracts

    In 2016, the federal government spent a total of $7,181,717 on Billboard & Outdoor Display Advertising. It has awarded 272 contracts to 95 companies, with an average value of $75,597 per company.   

    Top government vendors:

    CompanyFederal ContractsTotal Award Amount

    Growth Opportunities / Competitive Threats

    Companies in other industries may also sell similar products. Since there is an overlap in the customer base, there may be an opportunity for companies in Billboard & Outdoor Display Advertising to sell additional products/services offered by these adjacent industries. Alternatively, these industries may identify further products in this industry to target. Products most at risk are those with the highest profit margins and lowest barriers to entry.

    The following industries are competing channels for sales of similar products/services.

    Advertising Agency Services
    Competing IndustrySales Relative to Billboard & Outdoor Display AdvertisingOpportunity/Threat
    Advertising Agencies
    Direct Mail Advertising Competing industry
    Public Relations Agencies Competing industry
    Media Representatives Competing industry

    Sales from other industries of Advertising Agency Services are less than those from Billboard & Outdoor Display Advertising. This may mean that other channels are a competitive risk of increasing their Advertising Agency Services sales, taking market share from this industry.
    Advertising Agency Services Product Sales Report

    Segments classified within this market research report

    This industry market research report includes companies whose primary business is any of the following:
    Billboard display advertising services, Display advertising services, Bus card advertising services, Taxicab card advertising services, Store display advertising services, Outdoor display advertising services, Transit advertising services, Advertising services, indoor or outdoor display, Subway card display advertising services, Out-of-home media (i.e., display) advertising services, Bus display advertising services, Advertising, aerial, Indoor display advertising services, etc.

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