Mass appeal: A positive macroeconomic environment is projected to fuel industry expansion

Over the five years to 2019, IBISWorld anticipates revenue for the Billboard and Outdoor Advertising industry in Canada to climb due to rising consumer spending and consumer confidence, despite heightened volatility in corporate profit. Oscillations in corporate profit forced many companies to reduce costs in some years. Nonetheless, a positive macroeconomic environment after a brief recession in 2015 is projected to fuel industry expansion. Despite the prominence of digital technology, outdoor advertising has largely escaped the decline experienced by other traditional media, primarily print industries, given its ability to capture the attention of a broad market. The internet has ushered in an age in which reaching a specific demographic is easier than ever...read more.

Industry Statistics & Market Size
Revenue
$1bn
Annual Growth 14-19
4.3%
Forecast Growth 19-24
Profit
Employment
4,276
Businesses
1,689

Industry Threats & Opportunities

  • Outdoor advertising has largely escaped the decline experienced by other traditional media, primarily print industries
  • Operators generate revenue by selling advertisements on display faces
  • Traditional media will likely continue to decline
  • Industry Report - Starting a New Business Chapter

    The barriers to entry in the Billboard and Outdoor Advertising industry in Canada are high but decreasing somewhat. Due to the profound capital investment necessary to install a sizable quantity of outdoor displays, new entrants will find trouble gaining a substantial market share unless they enter through the acquisition of an existing company. In the same vein, the industry is highly capital intensive, given the need to construct and maintain numerous sites, which limits industry entrance in general. The capital involved is only increasing with the growing popularity of digital displays that increases the price of most products as they become increasingly sophisticated. Whi...purchase to read more.

    Additional Insights for the Billboard & Outdoor Advertising Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Billboard & Outdoor Advertising Industry are

  • Ability to provide services in diverse locations
  • Ability to compete on tender
  • Displays in key markets
  • IBISWorld analysts also discuss how external factors such as Consumer spending and Total advertising expenditure in the Billboard & Outdoor Advertising industry impact industry performance..

    shopping_cartPURCHASE OPTIONS

    What's in this report

    What is the Billboard & Outdoor Advertising Industry?

    This industry creates and designs advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels and on or within transit vehicles, shopping malls, retail stores and other display structures or sites.

    Industry Products
  • Digital billboards
  • Billboards
  • Transit advertising
  • Alternative advertising
  • Street furniture
  • Industry Activities
  • Aerial advertising
  • Billboard display advertising
  • Bus, taxicab and subway card advertising
  • Indoor display advertising
  • Outdoor display advertising
  • Store display advertising
  • Transit advertising
  • Display advertising
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Consumer spending
  • Total advertising expenditure
  • Corporate profit
  • Number of businesses
  • Consumer Confidence Index

  • Current Performance
  • Escaping the shift from traditional media
  • Digital growth
  • Industry structure
  • Chart: Revenue Growth

  • Industry Outlook
  • Mass market and digital appeal
  • Industry structure
  • Table: Billboard & Outdoor Advertising Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Billboard & Outdoor Advertising Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Car & Automobile Manufacturing in Canada
  • TV Broadcasting in Canada
  • Wireless Telecommunications Carriers in Canada
  • Advertising Agencies in Canada
  • Public Relations Firms in Canada

  • Key Selling Industries
  • Airport Operations in Canada
  • Billboard & Sign Manufacturing in Canada
  • Graphic Designers in Canada
  • Market Research in Canada
  • Public Transportation in Canada

  • Products & Services
  • Billboards
  • Digital billboards
  • Transit advertising
  • Alternative advertising
  • Street furniture
  • Chart: Billboard & Outdoor Advertising Industry Products and Services Segmentation

  • Demand Determinants
  • Consumer and business sentiment
  • Total media and advertising expenditure

  • Major Markets
  • Other
  • Telecommunications, media and technology
  • Food and beverage
  • Professional services
  • Retail
  • Automotive
  • Healthcare
  • Government and nonprofit
  • Chart: Major Market Segmentation for the Billboard & Outdoor Advertising Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitRent and purchasesWagesDepreciationOther
  • Chart: Cost Structure Benchmarking – Sector vs Billboard & Outdoor Advertising

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Billboard & Outdoor Advertising Industry

  • Industry Globalization
    BCE Inc., Jim Pattison Group, Outfront Media Inc., Lamar Advertising Company,
  • Table: BCE Inc. - financial performance
  • Table: Jim Pattison Group - financial performance
  • Table: Outfront Media Inc. - financial performance
  • Table: Lamar Advertising Company - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Billboard & Outdoor Advertising Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Billboard & Outdoor Advertising Industry
    Includes:
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)
  • Total Advertising Expenditure (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Bulletin
  • The largest standardized form of outdoor advertising, usually measuring 3.0 metres by 13.0 metres.
  • Display Face
  • The surface on which an advertisement is placed.
  • Impressions
  • The number of times than an advertisement is viewed.
  • Ooh
  • Out-of-home advertising, which includes all forms of advertising in an outdoor setting, all of which are industry-relevant.
  • Poster
  • The standard billboard size, measuring about 3.0 metres by 7.0 metres.
  • Tendering
  • A written offer or bid to contract goods or services at a specified cost or rate.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Billboard & Outdoor Advertising market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Billboard & Outdoor Advertising:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Billboard & Outdoor Advertising market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Billboard & Outdoor Advertising, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

    Contact Us

    Want to speak to a representative? Call us.

    clear