Big bucks in billboards, €22 billion by 2010

The global outdoor advertising market is rising, fast. The ad industry may wag about the internet and all the “potential” of ads on mobile phones but billboards, transit posters and street furniture are attracting out-of-home ad money. Industry analysts Global Industry Analysts (GIA) project outdoor adverting world-wide will take €22.3 billion (US$30.4 billion) by 2010

To underscore the trend, Clear Channel Outdoor reported second quarter net profits (Friday July 27) of US$ 68.6 million, up from US$ 48 million in the same period last year. Total revenue was reported at US$ 836.7 million, up 12%. Still, Wall Street punished the Clear Channel Outdoor stock Friday afternoon. What do they know?

Outdoor advertising pre-dates all existing media save newspapers. Unlike many of those upstarts, an increasing share of ad spending is headed their direction. GIA’s report, released July 25, shows Europe dominating the market with 31%. Fastest growing European markets for outdoor advertising are Russia, Hungary and Norway. The Russian market itself should rise by 30% by 2010.

55% of Clear Channel Outdoors’ revenue comes from outside the United States. Earlier this month it was awarded the advertising rights contract with Stockholm, Sweden public transit, which includes 100 subway stations, 800 trains, 1900 buses and all the roadside property owned by Stockholms Lokaltrafik. Both Stockolm and Oslo, Norway have recently implemented traffic congestion charges, driving people – figuratively – to take public transit.

In January the company won a similar contract in Lyon, France. Transit advertising is the fastest growing sector of outdoor advertising, according to GIA.– July 24, 2007

Keywords:outdoor advertising,Clear Channel

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