Global Outdoor Advertising Market Report: 2010 Edition

Global Outdoor Advertising Market Report: 2010 Editionadvertising, street furniture advertising, and digital
The global radiation therapy market has witnessed asignage. Outdoor advertising is far more effective than
double digit growth rate during the last few years. Theother advertising media especially in areas of high
industry growth was driven by technologicalfootfall as the potential audience is very high
advancements which have made radiation therapycompared to indoor advertising mediums. With the
more effective, precise and above all commerciallyincrease in high-rise buildings, availability of advertising
viable. Higher cancer incidence and favorablespaces have significantly increased in office as well as
reimbursement policy in the developed countries likeresidential spaces, subways, bus lines and shopping
U.S., U.K. further helped the industry in achieving doublemalls, thereby providing more opportunities to utilize
digit growth rate.these spaces for advertising.
The U.S. is the largest radiation therapy market withThe outdoor advertising market has outperformed the
fifty percent share of the global market. The marketother modes of advertising as well as the overall
growth has been driven by high rate of canceradvertising market. Billboards account for more than
incidence in the country, rapid acceptance of new andhalf share of the outdoor advertising budgets. The
advanced treatment methods and favorablerevenue from outdoor advertising has shown an
reimbursement policy for cancer treatment throughincreasing trend till 2008 after which it declined due to
radiation therapy. Europe is the second largest marketglobal economic downturn as the advertisers trimmed
with about one-third of the global market.their spending on advertising. In the coming years, the
Over the last few years, primary growth marketsindustry is expected to grow and capture share of
have been the developed nations. However, it isadvertising from television, radio and newspapers.
expected that in the next few years the demand fromIncreasing urbanization, mobility and the introduction of
these countries will witness a decline as they facedigital advertising measures are the major factors
economic woes like high fiscal deficit, slow recoverydriving the industry. Increase in digitalization of
and high unemployment rate. The major growth driversout-of-home media makes it more attractive for the
over the next few years will be the developing nationsviewers and also helps in increasing the visual span.
as there will be significant increase in demand forThe report also describes the correlation of outdoor
radiation therapy equipments and cancer drugs fromadvertising's revenue and the GDP. The outdoor
these countries. The demand will increase as theseadvertising market is highly regulated and the
economies are facing high incidence of cancer andregulations generally limit the size, placement, nature,
lack proper cancer treatment infrastructure. Also, thedensity and content of out-of-home displays. The entry
governments in these economies have started takingbarriers restrict new entrants to enter the market.
initiatives like increasing number of cancer treatmentThe outdoor advertising market is quite fragmented,
centers. Private hospitals are also expected to makewith the top 3 players being Clear Channel Outdoor,
huge investments in creating better cancer treatmentCBS Outdoor and JCDecaux. Clear Channel outdoor is
facilities. Thus, as demand from developed economiesleading the market, followed by JCDecaux. CBS
will decline, it will get offset by an increase in demandOutdoor and Clear Channel Outdoor generate a
from developing nations.significant share of their revenue from billboard,
The report provides an in-depth analysis of the globalwhereas JCDecaux is the leader in street furniture
radiation therapy market. The various drivers,advertising.
opportunities and the challenges faced by the marketThe report analyzes the outdoor advertising patterns in
are discussed in detail. The competitive aspect of thethe global market with focus on the US, the UK,
market is also highlighted and the key players areAustralia, China and Canada. It also discusses the
profiled with their strategies for this market.major growth drivers and challenges for the outdoor
By combining SPSS Inc.'s data integration and analysismarket. The report presents the competitive structure
capabilities with our relevant findings, we haveof the industry and profiles major players with a
predicted the future growth of the industry. Wediscussion of their key business strategies.
employed various significant variables that have anBy combining SPSS Inc.'s data integration and analysis
impact on this industry and created regression modelscapabilities with our relevant findings, we have
with SPSS Base to determine the future direction ofpredicted the future growth of the industry. We
the industry. Before deploying the regression model, theemployed various significant variables that have an
relationship between several independent or predictorimpact on this industry and created regression models
variables and the dependent variable was analyzedwith SPSS Base to determine the future direction of
using standard SPSS output, including charts, tablesthe industry. Before deploying the regression model, the
and tests.relationship between several independent or predictor
The global outdoor advertising sector consists of thosevariables and the dependent variable was analyzed
advertising agencies which are involved in theusing standard SPSS output, including charts, tables
promotion of various brands, products and servicesand tests.
through the mode of billboard advertising, transit