Outdoor advertising or out of home advertising is undoubtedly one of the oldest forms of advertising. However, it is still considered as one of the most efficient ways of mass communication. Hence, the outlook of the global outdoor advertising market remains optimistic despite of the growing popularity of Internet and other advertising mediums.
Outdoor advertising market is comprised of 4 major segments namely; billboards, street furniture, transit advertising, and alternative media. In 2011, billboards generated higher revenues as compared to the other 3 segments within the market. It is expected that the growing popularity of digital billboards will add to the growth of the particular segment in the foreseeable future.
After witnessing slowdown in 2008, global outdoor advertising market has returned to its growth trajectory in the last two years and it is expected that the market will continue to witness stable growth in parallel to the overall growth of advertising industry. Asia was the largest market for outdoor advertising in 2011, followed by Europe and the US, which is attributable to the high penetration rate of outdoor advertising in Asian countries like Japan and China. Conversely, the outdoor advertising market in developed regions like the US and Europe was affected by economic downturn during 2008 and 2009 when the overall advertising industry witnessed low demand.
Urbanization and improvement in the global economy are the major growth drivers of the market and it is expected that the advent of digital displays and improvement of outdoor advertising penetration in the FMCG industry will add to the future growth of the market. However, the market will continue to face challenges related to environment and road safety.
The competitive landscape of the global outdoor advertising market was fragmented in 2011. JC Decaux led the global outdoor advertising market in 2011 closely followed by Clear Channel Outdoor, and CBS Outdoor.
The report analyzes the global outdoor advertising market with focus on countries like US, UK, Australia, Russia and Canada. The competition prevailing in the outdoor market has been discussed in the report. Factors affecting the growth and trends of this market have also been analyzed.
By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the global outdoor advertising market. 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.