Pan European Outdoor Campaigns Are The Future, But Markets Remain Diverse

The countries of Europe may be moving towards a state of unification, but the needs of outdoor markets across the continent continue to be diverse, according to a new survey. A study was conducted among leading figures in European Advertising by the Henley Centre on behalf of Clear Channel. It found that while pan-European advertising is expected to take off, there are still “fundamental differences from one market to the next.”

In less developed markets such as Poland and Italy consistent quality was the problem. “Too many contractors are offering too much diversity in the way of quality.” said Adriana Esposito, general manager of Carat Outdoor, Italy. The survey also found conflicting views about how the medium can be used.

The more developed markets in Europe did not experience the same problem with quality, but innovation was still desired. “Technology could be a way to raise the game, turning a medium which is very manual into something quite futuristic,” said Adam Swan, director of European marketing, Kelloggs. “People will over-remember a particularly innovative site.”

Herre Brossard, president of DDB France, sounded a warning about losing the local touch in pan-European campaigns. “Posters have to be sensitive to people’s taste and cultures. It would kill posters if they were used as a brute, unrefined mass medium. You need to adapt to the local taste.” he said.

Robert Thurner, group marketing manager at Clear Channel thinks that the study shows the future path for the outdoor medium: “This study confirms that advertisers perceive outdoor as a medium with tremendous potential, but are are not fully aware how to exploit its strengths.” he says. “We now know where we must focus our efforts in the coming months to meet the particular needs of advertisers in each market.”

Robert Thurner at Clear Channel: 020 7478 2242