Billboards and Outdoor Advertising Services in Australia - Market Research Report (2014-2029)
Melbourne, Australia
Last Updated: August 2024
ANZSIC OD5432Revenue
$1.3bn
Past 5-Year Growth
Profit
$XXX.Xm
Employees
1,683
Businesses
65
Wages
$XXX.Xm
Billboards and Outdoor Advertising Services in Australia industry analysis
The Billboards and Outdoor Advertising Services industry was traditionally considered a small competitor compared with more technologically advanced forms of advertising media, like TV and radio. However, new digital technologies have led to greater fragmentation in advertising channels, meaning advertisers have increasingly embraced out-of-home (OOH) and digital out-of-home (DOOH) advertising services, including digital and traditional billboards, as an effective way to deliver messages to a mass audience.
OOH advertising firms have benefited from an audience metric system called the Measurement of Outdoor Visibility and Exposure (MOVE), and digital displays that allow several advertisements in one space. These innovations have contributed to the rising popularity of billboards and other forms of outdoor advertising, which has flowed into an uptick in profit margins in recent years. Even so, pandemic-induced restrictions over the two years through 2020-21 diminished OOH advertising demand. This demand recovered strongly over the subsequent years, driven by growth in total business profit and a recovery in consumer movements. Overall, industry revenue is expected to climb at an annualised 3.9% over the five years through 2024-25, to $1.3 billion. This includes an anticipated 3.3% jump in 2024-25 as demand from airport operations continues to recover.
Trends and Insights
- Billboard and outdoor advertising firms have performed strongly over the past few years. Growth in total business profit has lifted downstream clients' advertising expenditure despite an elevated interest rate environment.
- Industry products are spread broadly across the economy, ranging from billboards promoting high-end cosmetics through to government-funded promotion of health issues. Many downstream clients use industry products to reach a broad audience.
- Regions with greater road transport, retail shopping and air transit tend to host a larger number of outdoor advertising firms because of the greater number of possible advertisement locations. For this reason, Melbourne and Sydney are desirable locations.
- Billboard and outdoor advertising agencies compete with one another on their product and services mix. Agencies have increasingly offered complementary services – like campaign management services – to gain a competitive advantage.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 3.9 % over the past five years, to reach an estimated $1.3bn in 2024.
Trends and Insights
Billboard and outdoor advertising services revenue is expanding in the aftermath of the pandemic
- The COVID-19 pandemic and associated lockdowns forced many people to work and study from home, prompting a sharp downturn in demand for billboard and outdoor advertising in 2019-20 and 2020-21.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Demand for outdoor advertising services is on track to stabilise and grow moving forwards
- The industry is forecast to expand over the coming years in response to upswings in most demand drivers, including growth in commuter traffic and demand from media buying agencies.
Biggest companies in the Billboards and Outdoor Advertising Services in Australia
| Company | Market Share (%)
2025 | Revenue ($m)
2025 |
|---|---|---|
oOh!media | 543.0 | |
JCDecaux Australia | 370.0 | |
Shelley Topco | 294.3 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Billboard advertising, Transport venue advertising and Roadside advertising (excluding billboards). Billboard advertising is the largest segment of the Billboards and Outdoor Advertising Services in Australia.
Trends and Insights
Advertising firms regularly update their billboard advertising themes and designs to appeal to target demographics
- The industry owns or rents space where billboard support structures are constructed. These spaces are typically in prominent locations: along major roads, on roofs of large and mid-size commercial and industrial buildings, near shopping centres, and on and near sporting stadiums.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Online Advertising in Australia
- Residential Real Estate Advertising in Australia
- Digital Advertising Agencies in Australia
Complementors
- Electric Lighting Equipment Manufacturing in Australia
- Specialised Design Services in Australia
- Media Buying Agencies in Australia
- Printing in Australia
International industries
- Billboard & Outdoor Advertising in the US
- Advertising Agencies in the US
- Billboard & Outdoor Advertising in Canada
- Advertising and Market Research Services in New Zealand
- Advertising Agencies in the UK
Table of Contents
About this industry
Industry definition
Industry operators create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels, or on or within transit vehicles, shopping malls, retail stores and other display structures or sites.
What's included in this industry?
Billboard advertisingTransport venue advertisingRetail and other out-of-home advertising servicesRoadside advertising servicesCompanies
oOh!mediaJCDecaux AustraliaShelley TopcoPurchase this report to view all 5 major companies in this industry.
Related Terms
MEASUREMENT OF OUTDOOR VISIBILITY AND EXPOSUREOUT-OF-HOME (OOH) MEDIA STREET FURNITUREQUICK RESPONSE (QR) CODESDIGITAL OUT-OF-HOME (DOOH) MEDIAIndustry Code
ANZSIC 6940 - Billboards and Outdoor Advertising Services in Australia
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Billboard and outdoor advertising firms have performed strongly over the past few years. Growth in total business profit has lifted downstream clients' advertising expenditur...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Industry products are spread broadly across the economy, ranging from billboards promoting high-end cosmetics through to government-funded promotion of health issues. Many do...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Regions with greater road transport, retail shopping and air transit tend to host a larger number of outdoor advertising firms because of the greater number of possible advert...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Asia Pacific, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Billboard and outdoor advertising agencies compete with one another on their product and services mix. Agencies have increasingly offered complementary services – like campai...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
oOh!media Limited’s strong reputation and scale help it win large, lucrative contracts. This has helped it remain the dominant presence in the industry.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of oOh!media's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of JCDecaux Australia's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Shelley Topco's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for oOh!media, and factors influencing its performance in the industry
- Description and key data for JCDecaux Australia, and factors influencing its performance in the industry
- Description and key data for Shelley Topco, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Participants in the Billboards and Outdoor Advertising Services industry must comply with two kinds of regulatory controls, including planning regulations and industry-based s...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The industry's cost structure represents the average of all firms operating in the industry. With the industry's high concentration, the major players greatly influence the i...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Australia include:
- Australian Bureau of Statistics
- Australian Taxation Office
- Australian Securities & Investments Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Billboards and Outdoor Advertising Services industry in Australia in 2024?
The market size of the Billboards and Outdoor Advertising Services industry in Australia is $1.3bn in 2024.
How many businesses are there in the Billboards and Outdoor Advertising Services in Australia industry in 2024?
There are 65 businesses in the Billboards and Outdoor Advertising Services industry in Australia, which has grown at a CAGR of 9.1 % between 2019 and 2024.
Has the Billboards and Outdoor Advertising Services industry in Australia grown or declined over the past 5 years?
The market size of the Billboards and Outdoor Advertising Services industry in Australia has been growing at a CAGR of 3.9 % between 2019 and 2024.
What is the forecast growth of the Billboards and Outdoor Advertising Services industry in Australia over the next 5 years?
Over the next five years, the Billboards and Outdoor Advertising Services industry in Australia is expected to grow.
What are the biggest companies in the Billboards and Outdoor Advertising Services market in Australia?
The biggest companies operating in the Billboards and Outdoor Advertising Services market in Australia are oOh!media, JCDecaux Australia and Shelley Topco
What does the Billboards and Outdoor Advertising Services in Australia include?
Billboard advertising and Transport venue advertising are part of the Billboards and Outdoor Advertising Services industry.
Which companies have the highest market share in the Billboards and Outdoor Advertising Services in Australia?
The company holding the most market share in Australia is oOh!media.
How competitive is the Billboards and Outdoor Advertising Services industry in Australia?
The level of competition is high and increasing in the Billboards and Outdoor Advertising Services industry in Australia.
