Advertisers will demand more digital products, which offer higher margins to manufacturers.
New York, NY (PRWEB) May 04, 2014
The Billboard and Sign Manufacturing industry has been recovering from the recession's negative impact. Billboard and outdoor display advertisers tightened spending on the industry's services as total advertising expenditure fell amid falling corporate profit in 2009. According to IBISWorld Industry Analyst James Crompton, “Other customers, such as retail outlets and automobile manufacturers, also spent less on displays and signage as revenue fell following the recession.” However, as economic conditions improve, industry revenue is expected to increase at an annualized rate of 1.8% to total an estimated $1.3 billion, including growth of 1.3% in 2014.
Industry revenue declined in 2009 as the effects of the financial crisis took hold, but it recovered quickly. The decline occurred when many of the industry's key buying segments slowed purchases. In addition, prior to the decline in domestic demand, industry operators suffered from reduced demand from its largest trade partner, the United States. Export revenue fell significantly in 2009 and 2010. In the five years to 2014, exports have fallen at an annualized rate of 4.4%, as demand from the United States has remained relatively low.
As demand has slowed and profit has fallen, operators in the Billboard and Sign Manufacturing industry have cut costs aggressively. IBISWorld expects that some companies exited the industry due to the poor operating environment. IBISWorld estimates that the number of companies has only grown marginally as a result. “Fortunately for operators, cost-cutting measures have resulted in slightly improved profit margins,” says Crompton.
During the next five years, revenue will grow as customers dedicate an increased portion of corporate profit toward advertising, corporate rebranding and new signage. However, customers are anticipated to demand more digital advertising as well, which will likely constrain the industry's performance. Nonetheless, the increase in total marketing expenditure is expected to cause industry revenue to rise in the five years to 2019. Additionally, advertisers will continue demanding more digital billboards and digital displays, a trend that began in the early 2000s, and these products offer higher margins. Companies with robust digital product offerings will lead the industry's recovery as buyers remain entranced by digital products' clarity and ability to target specific demographics.
Market share concentration in the Billboard and Sign Manufacturing industry is low, with the four largest companies estimated to generate less than 5.0% of industry revenue in 2014. Nevertheless, there has been a trend of consolidation and industry exit due to the recession. IBISWorld estimates that during the past five years, the number of industry operators has changed little, totaling 1,814 in 2014, up slightly from 1,777 in 2009.
For more information, visit IBISWorld’s Billboard and Sign Manufacturing in Canada industry report page.
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IBISWorld industry Report Key Topics
The Billboard and Sign Manufacturing industry manufactures billboards, scoreboards, retail store signage and transit-station advertising displays. Products may include nonelectric signs, digital billboards, video screens and neon signs. The industry does not include outdoor kiosks, phone booth advertising, bus or taxi advertising and other street furniture advertising. It also excludes any advertising or displays made from printing paper or paperboard.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Globalization & Trade
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Barriers to Entry
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