Billboard Advertising Procurement Research Report Now Available from IBISWorld

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Buyers of billboard advertising have a medium level of buying power in the market; a high level of market share concentration and significant switching costs detract from buyer power, but low price volatility and low product specialization aid buyers. To help procurement professionals make better buying decisions, business intelligence firm IBISWorld has added a report on the procurement of Billboard Advertising to its growing collection of procurement research reports.

IBISWorld industry market research
Prices are forecast to continue slowly rising in the next three years as demand from buyers continues to grow

Billboard advertising has a buyer power score of 3.8 out of 5.0. The higher the score, the more leverage a buyer has in negotiating a favorable price. This score reflects a medium level of buying power in the market. “Despite a high level of market share concentration and significant switching costs, buyers have power in the market due to low price volatility and low product specialization,” says IBISWorld procurement analyst Kayley Freshman-Caffrey.

The top four billboard advertising service providers, including CBS Corporation and Lamar Advertising Company, own a majority of the market. As a result, buyers do not have many suppliers from which they can choose, which hurts their negotiating power. In the three years to 2013, market concentration has been increasing because of market consolidation, which is reducing buyer power. Additionally, it is costly for buyers to switch between suppliers after one has been secured. “Typically, buyers are committed to contracts with specific durations, and they are penalized financially if they try to cancel their services before a contract expires,” adds Freshman-Caffrey. “These costs further decrease the leverage buyers have when negotiating pricing and contract terms.”

Slight price increases during period resulted from growth in the demand for advertising services. As consumer spending boosted revenue for major buyers of billboard advertising services, those buyers purchased more billboard advertising to improve their competitive standing against market rivals. As a result of higher demand, billboard advertising suppliers were able to boost prices, slightly lowering buyer power. During the three years to 2016, prices are expected to continue slowly rising along with consumer spending.

Generally, the price of billboard advertising is subject to low volatility, allowing buyers to effectively plan purchases in advance. Product specialization is also low, allowing buyers to solicit services from any supplier in the market. When a buyer has more options from which to choose, they have more buying power; consequently, low product specialization and relatively stable pricing keep buying power for billboard advertising at a moderate level. For more information, visit IBISWorld’s Billboard Advertising procurement research report page.

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IBISWorld Procurement Report Key Topics

This report is intended to help buyers of billboard advertising. Billboard advertising refers to the use of a large outdoor board to convey a promotional message. This definition includes bulletin billboards, digital billboards, poster billboards, wall displays and spectaculars. Suppliers of billboard advertising services vary from large-scale national media companies to small-scale, localized firms. This report does not include magazine advertising, newspaper advertising, coupon advertising or transit advertising services.

Executive Summary
Pricing Environment
Price Fundamentals
Benchmark Price
Pricing Model
Price Drivers
Recent Price Trend
Price Forecast
Product Characteristics
Product Life Cycle
Total Cost of Ownership
Product Specialization
Substitute Goods
Quality Control
Supply Chain & Vendors
Supply Chain Dynamics
Supply Chain Risk
Competitive Environment
Market Share Concentration
Vendor Financial Benchmarks
Switching Costs
Purchasing Process
Buying Basics
Buying Lead Time
Selection Process
Key RFP Elements
Negotiation Questions
Buyer Power Factors
Key Statistics

About IBISWorld Inc.
IBISWorld is one of the world's leading publishers of business intelligence, specializing in Industry research and Procurement research. Since 1971, IBISWorld has provided thoroughly researched, accurate and current business information. With an extensive online portfolio, valued for its depth and scope, IBISWorld’s procurement research reports equip clients with the insight necessary to make better purchasing decisions, faster. Headquartered in Los Angeles, IBISWorld Procurement serves a range of business, professional service and government organizations through more than 10 locations worldwide. For more information, visit or call 1-800-330-3772.

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Danielle Goodman
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