As per the report “Global Outdoor Advertising Market Report: 2015 Edition” by Koncept Analytics. For more mail: vikas@konceptanalytics.com

1. Global Outdoor Advertising Market
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2015
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2. 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.
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3. 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.
•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 …% .
•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 Region (2013)Global Outdoor Advertising Market (2010-2014)
Global Advertising Industry by Medium (2014E)
2010 2011 2012 2013 2014
US$Billion
USA Japan China Germany
UK Brazil France Australia
South Korea Canada Others
Television Internet Newspapers Magazines Outdoor Radio

4. 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 …%.
•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
• 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.
US Advertising Expenditure by Medium (2013)Global Outdoor Advertising Expenditure by Region (2015E)
Global Urban Population (2009-2013)
2009 2010 2011 2012 2013
Billion
Television Internet Newspaper Radio Magzine Outdoor
Asia Pacific North America
Western Europe Central & Eastern Europe
Latin America Middle East & North Africa
Rest of the World

5. The top three US outdoor advertising operators - Clear Channel Outdoor, Lamar Advertising and CBS
Outdoor
•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 …%.
•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)Global Outdoor Advertising Revenue by Company (2013)
Australian Digital Outdoor Advertising Market (2012-2014)
US$Billion
2012 2013 2014
US$Million
Pattison Outdoor CBS Outdoor
Astral Out-of-Home Quebecor Media Out-of-Home
Others

6. The growth of outdoor advertising market is hindered by regulatory issues and billboards operators acting
as permit holders.
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. Post-recession,
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
2009
2010
2011
2012
2013
US$Million
New Zealand Outdoor Advertising Market (2009-2013)
2014
2015F
2016F
2017F
2018F
US$Billion
Global Outdoor Advertising Market Forecast (2014-2018F)

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Vikas Gupta
BD Manager
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