Global Outdoor Advertising Market Report: 2011 Edition

Advertising has become an important part of the contemporary life in industrialized society due to the role it plays in the economy. In comparison to other media, outdoor advertising has a strong effect on consumers. The outdoor advertising can be segmented into four main categories: billboards, Street furniture, transit advertising, and alternative media. Advertisers find outdoor advertising as a lucrative medium to interact with their potential customers. Outdoor advertising market has outperformed in the areas where footfall is high and the potential audience is high in comparison to indoor mediums. Billboards dominate the outdoor market. The growth of the outdoor advertising market has been further fuelled up by benefits provided by digital outdoor advertising.

Global outdoor advertising revenue has been significantly increasing over the years and is expected to increase even further. The US has been the fastest growing economy in out-of-home advertisement market. The outdoor advertising penetration rate in most of the countries is high. With people spending more time outside their homes as a result of changing lifestyle along with increase in the number of buildings, shopping malls, bus lines, subways have provided enough opportunity to advertisers to utilize the space available for advertising.

Digital outdoor advertising also occupies significant share of the total outdoor market due to the benefits like technological improvements and increased visibility. Telecom sector has the highest return in global outdoor market. However, advertisement expenditure on television still beats the expenditure incurred on outdoor advertisement globally. Results of outdoor advertisement have shown that it increases the time taken by a person to forget the message. Increasing urbanization and digitalization are the main drivers of the market.

The report analyzes the global outdoor advertising market with focus on countries like US, Europe, UK, Australia, Russia and India. Outdoor advertising market is quite fragmented. The competition prevailing in the outdoor market has also been included in the report. JC Decaux, Stroer, Clear Channel Outdoor (CCO), and Lamar are among the largest players. Factors affecting the growth and trends of this market have also been analyzed. The report also profiles four major players with a discussion of their key strategies.

By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the digital signage 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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1. Advertising Industry

1.1 Introduction
1.2 Outdoor Advertising

2. Global Outdoor Advertising Market

Market Value
Geographical Breakdown
Key Segments
Penetration Rate
Other Statistics

3. United States Outdoor Market

Outdoor Advertising Expenditures
Major Segments
Top Brands

4. European Outdoor Market

Overview
Market Value
Penetration Rate
Other Statistics

5. UK Outdoor Market

Overview
Market Value
Other Statistics

6. Australian Outdoor Market

Market Value
Major Segments
Top Brands

7. Russian Outdoor Market

Market Overview
Major Segments

8. Indian Outdoor Market

Market Value
Major Segments

9. Outdoor Advertising - Market Dynamics

9.1 Key Trends

9.1.1 High Retention Percentage
9.1.2 Global Message Decay Rate
9.1.3 Environmental Friendly Techniques
9.1.4 Fast Growing & Changing Audience

9.2 Key Drivers

9.2.1 Increasing Urbanization
9.2.2 Increasing Global GDP
9.2.3 Digital Outdoor Advertising

10. Key Issues

10.1 Impact on Traffic Safety & Traffic Flow
10.2 Crime and Vandalism
10.3 Unstable Consumption Patterns
10.4 Impact on Tourism Resources
10.5 Contribution to Pollution
10.6 Entry Barriers

12. Company Profile

12.1 JC Decaux

Business Description
Key Financials
Business Strategies
Continue Organic Growth
Maximize Advertising Network
Optimize Human Capital

12.2 Clear Channel Outdoor Holding (CCO)

Business Description
Key Financials
Business Strategies
Diversification Strategy
Capitalize on Opportunities
Strategic Acquisitions

12.3 Stroer

Business Description
Key Financials
Business Strategies
Providing Quality in Large Format
Investments in European Markets

12.4 Lamar

Business Description
Key Financials
Business Strategies
Green Initiatives
Focus on High Quality Local Sales
Expansion of Display Inventory

13. Market Outlook

13.1 Market Forecast
13.2 Forecast Methodology
13.2.1 Dependent and Independent Variables
13.2.2 Correlation Analysis
13.2.3 Regression Analysis
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List of Charts

Major Media Advertising Expenditure- by Region (2010)
Outdoor Advertising - Segments
Global Outdoor Advertising Revenue (2001-2010E)
Global Outdoor Advertising Market (2010)
Global Outdoor Advertising Penetration (% of total ad market) - (2010E)
Digital Outdoor Advertising Market (2001-2013E)
Global Out-of-Home Advertising Revenue- by Segment (2011E)
Global Ad Spend %- by Medium (2010)
Global Return of Investment of Outdoor Advertising (2010)
Outdoor Sales ROI –by Sector (2010)
CPM Comparison of Major Media (2010)
US Advertising Revenue- by Segments (2009)
Expenditure on US Outdoor Advertisement (2001-2010)
US Expenditure on Advertisement-By Segment (2010)
Segment of US Outdoor Advertisement Revenue (2010)
Outdoor as % of Total Advertising (2010)
Out-of-Home Penetration of Top 200 Advertisers (2010)
German Outdoor Advertisement Market (2010E-2015E)
German GDP Growth v/s Outdoor Advertising Growth (2000-2012E)
UK Outdoor Revenue (2000-2010)
UK Digital Outdoor Revenue (2003-2010)
UK Digital Outdoor Revenue- By Segments (2010)
UK Outdoor Advertising Revenue Split-By Segments (2005-2010)
Total No. of UK Sites (2001-2010)
Number of Passenger Cars in UK (2001-2009)
Australian Outdoor Industry Revenue (2002-2010)
Outdoor Net Revenue- By Category (2008-2010)
Advertisement Expenditure in Russia- By Media Segments (1Q2010)
Advertisement Expenditure in Russia-By Media Segments (1Q2011)
Outdoor Advertising Expenditure- By Industry (1Q2010)
Outdoor Advertising Expenditure- By Industry (1Q2011)
Revenue of Outdoor industry (2007-2015E)
Contribution to Out-of-Home Industry- by Sectors (2010)
Segmental Revenue of Out-of-Home Industry-by Category (2010)
Retention Percentage (2010)
Global Message Decay Rate (2010)
Worldwide Increasing Urban Population (2005-2010)
Global GDP (2003-2013E)
Major Players of Outdoor Advertising (2010)
Revenue of JC Decaux (2007-2010)
Revenue of JC Decaux- By Segments (2010)
Revenue of CCO (2006-2010)
Revenue of CCO- by Geographical Segmentation (2010)
Revenue of Stroer (2005-2010)
Revenue breakdown of Stroer- by Business Segments (2010)
Net Revenue of Lamar (2006-2010)
Global Outdoor Advertising Revenue (2007-2015E)

List of Tables

Top 10 Ad Markets
Outdoor Advertising Expenditures
Outdoor Advertising Expenditure
Top 20 US Outdoor Advertising Brands (2010)
List of Top 20 Advertisers Groups/ Advertisers in Out-of-Home (2010)
List of Top 20 Advertising Categories in Out-Of-Home (2010)
Comparison of 15 Largest Outdoor Advertising Groups (2010)
Dependent & Independent Variables (2003– 2010)
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output
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