Billboards and outdoor advertising services have existed for a long time. Yet, for much of this time they have been in the shadow of more technologically advanced advertising media, such as television and radio, which have traditionally been more popular with both consumers and advertisers. The advent of high-speed internet and digital television has provided audiences with more avenues for entertainment. This has left advertisers with fewer mass-market media platforms, due to audience fragmentation. Advertisers have been increasingly recognising out-of-home (OOH) advertising services as an important component for delivering their message to a mass audience.
Industry operators create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels, or on or within transit vehicles, shopping malls, retail stores and other display structures or sites.
The report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecast, growth rates and an analysis of the industry key players and their market shares.