View Report Details Global Outdoor Advertising Market ----------------------------------------------------2015
View Report Details Executive Summary Outdoor advertising also called as out-of-home advertising, includes any type of advertising that reaches the consumers when they are outside their homes. This form of advertising works all the seven days of the week and twenty-four hours a day. Outdoor advertising comprises four major segments namely; billboards, street furniture, transit advertising and alternative media. Billboards have been the largest segment in the outdoor advertising market due to the increasing popularity of digital billboards across the world. The global outdoor advertising market is growing at a steady rate and is expected to continue to do so in near future mainly due to increasing popularity of this segment among other segments of the advertising industry. The key factors which are anticipated to drive market growth include increasing urbanization, global economic development and digital outdoor advertising. Some of the noteworthy industry trends include improved audience measurement, low-cost advertising medium and commuting trends among others. However, the industry remains threatened by certain challenges which include regulatory issues at local level. The report provides a comprehensive study of outdoor advertising market globally and also provides detailed information for key regional markets. The competition in the global outdoor advertising market is intense among large players like JC Decaux, Lamar Advertising Company, Clear Channel Outdoor Holdings, Inc. and CBS Corporation. All these companies have been profiled in the present report highlighting their key financials and business strategies for growth. 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.
The outdoor advertising can be segmented into four main categories: billboards, street furniture, transit advertising, and alternative media. •
Television is attracting …% of expenditure in 2014, nearly twice that taken by desktop and mobile together, about …%. Television offers unparalleled capacity to build, reach and establish brand awareness and associations, its advertising spending is expected to grow …% in 2014, up from …% in 2013.Outdoor has …% of share in global advertising market.
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The global outdoor advertising market is worth US$...billion in 2014 showing an increase of US$...billion from the previous year. It is a structurally growing segment taking share from print and is complementary with television campaigns. The medium is growing reasonably at a rate of …% .
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The US is the largest contributor to the global market with …% of market share. China with …% of advertising spending share has been narrowing the gap with Japan’s …% share rapidly over the last few years. The UK, as of now is with …% share, and is growing much faster than Germany. In 2013, UK expanded by US$... billion, while Germany expanded by just US$... million.
Global Advertising Industry by Medium (2014E)
Television
Internet
New spapers
Magazines
Outdoor
Radio
Global Advertising Industry by Region (2013)
US$ Billion
Global Outdoor Advertising Market (2010-2014)
2010
2011
2012
2013
2014
USA UK South Korea
Japan Brazil Canada
China France Others
Germany Australia
Some of the noteworthy growth drivers of this industry include increasing use digital outdoor advertising, increasing urbanization and global economic development. •
The significant growth in outdoor advertising market is driven by structural changes in populations which are increasingly urbanized. More than half of the world's population now resides in cities and urban locations. As of 2013, the urban population increased from …billion in 2009 to …billion in 2013 recording a CAGR of …%.
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North America region, dominated by the vast US market, makes up about ..% of the outdoor advertising market share in 2014. The market in Latin America makes up only …% of the market share in 2014. Asia-Pacific is the largest outdoor advertising market globally, with …% of market share
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Television is the major entertainment source for Americans, which accounted for …% of share in 2013. Internet and newspapers were other leading segments with share of …% and …% respectively in 2013 followed by radio, magazines and outdoor which accounted for …%, …% and …% of share respectively.
Billion
Global Urban Population (2009-2013)
2009
2010
2011
2012
2013
Global Outdoor Advertising Expenditure by Region (2015E)
Asia Pacific
North America Western Europe
Central & Eastern Europe Latin America Rest of the World
US Advertising Expenditure by Medium (2013)
Middle East & North Africa
Television
Internet
Newspaper
Radio
Magzine
Outdoor
The top three US outdoor advertising operators - Clear Channel Outdoor, Lamar Advertising and CBS Outdoor
US$ M illion
Australian Digital Outdoor Advertising Market (2012-2014)
2012
2013
2014
Digital outdoor advertising in Australia, like in other countries, is driving the growth of overall advertising market. From 2013 to 2014, digital outdoor advertising market increased from US$... million (AUD… million) to US$.... million (AUD… million) showing an impressive growth of …%.
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Globally, the four largest outdoor companies by 2013 revenues are JC Decaux, Clear Channel Outdoor, CBS Outdoor and Lamar Advertising with revenue of US$... billion, US$... billion, US$... billion and US$... billion respectively.
•
In Canada, Pattison Outdoor captures the majority of …% market share in outdoor advertising. CBS Outdoor, a subsidiary of CBS Corporation, captures …% share of total market.
Canada Outdoor Advertising Market Share by Company (2014)
US$ Billion
Global Outdoor Advertising Revenue by Company (2013)
•
JC Decaux
Focus Media
Pattison Outdoor
CBS Outdoor
Quebecor Media Out-of-Home
Others
Astral Out-of-Home
The growth of outdoor advertising market is hindered by regulatory issues and billboards operators acting as permit holders. Global Outdoor Advertising Market Forecast (2014-2018F)
2018F
2017F
2016F
2015F
2014
2013
2012
2011
2010
2009
US$ Billion
US$ Million
New Zealand Outdoor Advertising Market (2009-2013)
In 2011, the outdoor advertising market of New Zealand showed maximum growth of …% by rising to US$...million in comparison to US$.... million in 2010. This growth was mainly due to the impact of Rugby World Cup (RWC) 2011. It provided a great showcase of outdoor advertising and reminded agencies and advertisers of the impact and creative potential of outdoor advertising. After the RWC hangover vanished, the market witnessed a decline in 2012 to US$... million showing a decline of …%. Despite of this, In 2013, the market showed a positive growth of …% reaching US$.... million.
The global outdoor advertising market was worth US$...billion in 2014 showing an increase of US$...billion from US$... billion in 2013.The global outdoor advertising market is forecasted to increase to US$... billion with a growth of approximately …% in 2015. The market is expected to grow at a CAGR of …% for the period spanning 2014-2018.
During the past two economic downturns, outdoor outperformed most traditional mediums and the overall advertising industry. Postrecession, the industry has been growing at roughly a …% clip. This speed is expected to accelerate over the next few years. Outdoor advertising is generally priced at a discount to most other media. Its Cost-per-thousand (CPM) is roughly a third the cost of radio and a fifth that of newspapers. The lower cost of outdoor makes the medium less prone to downward revenue pressure than other mediums. Outdoor has historically sold at a discount to other ad mediums, partly due to the lack of measurement that can provide detailed demographic data unlike TV and print media. But that changed with TAB Out-of-Home rating (initially know as Eyes On) audience measurement system, rolled out in 2011, providing more comparable measures, which could enable Outdoor to have a seat at the table with more national advertisers.
Note: Market attractiveness is inverse of penetration. Low penetration means high attractiveness and vice-versa
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