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Procurement Market Intelligence Report

Billboard Advertising
Sourcing Guide & Market Trends

Comprehensive intelligence for making smart purchasing decisions

Learn about actual and potential costs

How much should I pay for Billboard Advertising?

What is the average price of Billboard Advertising?

This procurement report includes pricing information to help you purchase Billboard Advertising. Our analysts provide a benchmark price and a price range based on key pricing factors to help you understand what you should be paying for this specific product or service. To see the average price for this and hundreds of other products and services, subscribe to ProcurementIQ.

Has the price of Billboard Advertising been rising or falling?

Analysts look at market data from the previous three years to determine an overall price trend. You can use the recent price trends to help you understand price volatility and plan your budget.

I’m not ready to purchase Billboard Advertising yet. Will I pay more if I wait too long?

We forecast the next three years of price movements by looking at factors likely to affect the market's supply chain, such as inputs, demand and competition. You can then use the price forecast to figure out the best time to purchase.

What other costs are associated with purchasing Billboard Advertising?

Our analysts calculate the total cost of ownership and assign a level of low, moderate or high, depending on things like customization, integration and installation. Use this information to budget for Billboard Advertising with a reduced risk of unexpected costs.

See how we display average pricing information, trends and market data.

Find the vendor to meet your needs

Where can I purchase ?

Among the estimated 785 providers of billboard advertising services, the top four operators account for more than 50.0% of total market revenue, signaling a high level of concentration. High concentration derives from significant capital intensity, whereby vendors must purchase or lease commercial buildings or land in order to host billboards,... Subscribe to learn more.

Questions to ask potential suppliers

How can I gain leverage during negotiations?

Experience and Expertise

How long have you provided these products to your longest-tenured client?

What qualifications does your staff have and what measures do you take to keep those qualifications up to date?

What industry do you most commonly supply this product for?

To what extent will ordering multiple products from your firm allow me to save on costs?

What is your repeat business rate for businesses in my industry and how does that compare to your overall rates?

Supply Chain Risk

Over the past three years, what percentage of your revenue has been dedicated to raw input materials? How has that changed?

Has the availability of raw materials tightened due to the coronavirus outbreak?

Over the past three years, what percentage of your revenue has been dedicated to labor?

How have fluctuations in input prices affected the prices of your products during the past three years?

How do you mitigate sudden price increases in raw materials?

When input prices rise, how much of the cost is absorbed by you and how much is passed onto buyers?

How, if at all, has your supply chain been affected by import tariffs levied in 2018?


How do you manage regulatory change? Do you have regulation advisers or methods to track regulation?

How have changing regulations influenced your pricing now and how will the changes affect prices over the life our proposed agreement?

What ongoing training procedures do you provide for your staff?

Have you ever been found to be noncompliant with regulatory frameworks?

Amid widespread health concerns during the COVID-19 pandemic, what contingency plans are in place to mitigate risk to your clients and employees? Do you offer clients any flexible exceptions, such as contract suspensions?

Industry Experience

How long has your company been involved with billboard advertising?

How many clients does your company currently serve? Which are your top customers?

How does Geopath rate your billboards?

Does your company offer other out-of-home advertising media in addition to billboards?


Do you source materials with high exposure to market disruptions resulting from the coronavirus? How are you coping with these disruptions?

How diversified is your supplier base for inputs? Do you source from multiple suppliers in different global regions?

Amidst widespread health concerns, what contingency plans are in place to mitigate risk to your clients and employees?

Do you offer clients any flexible exceptions, such as contract suspensions?

Are you experiencing fluctuations in demand as a result of the coronavirus pandemic? What measures are you taking to handle increased/reduced demand?

Geographic Coverage

What are your main markets for billboard advertising?

Which of your DMAs are rated highest by Nielsen?

Do you own billboards in other countries?

Does your company manage nationwide campaigns or only local campaigns?

Billboard Options

Do you currently offer digital billboards? If not, do you plan to in the future?

Aside from bulletins, what types of billboards does your company offer?

Are your billboards all printed vinyl, or are other formats available?

Do you allow billboard advertisements to be made in nonstandard sizes?


Can you arrange for a billboard advertisement to be put up during a certain time period?

How long does it take for your company to put up a billboard?

How far in advance do you need to receive advertising materials?

Have you ever had difficulty in putting up a billboard in time? How did you react?

Regulatory Compliance

Are your billboards currently insured?

Have you ever been required to take down one of your billboards? For what reason?

What system do you have in place to ensure billboards are well maintained and in compliance with safety regulations?

Do you foresee any new regulations affecting the operations of your business?


What discounts do you offer for long-term contracts?

What discounts do you offer for purchasing multiple billboards at once?

Do you charge extra for the setup and maintenance of the billboard, or are those costs included in the purchase price?

How does your company respond to increases in taxes on billboards? Do you raise your prices?

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Key elements for every RFP

What should my RFP include?

Project Budget

Buyers should give a maximum appropriation for the billboard campaign.

Buyers should list any other costs (e.g. maintenance) for which vendors are responsible.

Selection Criteria

Buyers should evaluate the extent to which the billboard meets their needs.

Buyers should evaluate vendors based on their costs.

Buyers should evaluate references from vendors' previous clients.

For other selection criteria requirements, buyers should reference the Buying-Decision Scorecard section of this report.

Project Schedule

Buyers should include the date when proposals are due and any other relevant dates (e.g. interviews) prior to the contract award.

Buyers should include the date of the beginning of services, as well as any options for renewal of services.

Evaluate major factors to mitigate risk

How risky is the supply chain?

The supply chain for billboard advertising exhibits a medium level of risk in 2021. Key upstream suppliers include billboard manufacturers, graphic designers and market research firms. These upstream markets are all subject to high levels of competition, which can lead to declining revenue and lower profit margins for these upstream... Subscribe to learn more.