Feature: Size Matters In Outdoor

In 1998, 96-sheet was as big as it got for most advertisers, with only 5 outsize outdoor sites in existence, according to Outdoor Connection, which by 1999 had grown to 41 and during 2000 doubled again. The medium’s continued growth to around 110 national banner opportunities currently available and a growing number of other, London-based giant formats, according to Bladetracker, appears to have been a matter of timing, appearing as stand-out became increasingly difficult in cities with increased levels of advertising clutter.

The exact size of the market is hard to guage. Many of the largest sized opportunities are time limited, taking advantage, for example, of building work on well-placed and large-sized buildings. Mega Profile is one company to have capitalised on these opportunities, including creating the largest outdoor advert ever in December last year, by wrapping a poster round scaffolding on the Fort Dunlop building on the M6 into Birmingham, creating a site equivalent to 1.5 acres.

In terms of fixed sites, Van Wagner last year established four 85-ft long back illuminated light boxes in four locations where traffic entered London’s financial square mile. With high earners thus targeted, Van Wagner went on to establish a site on London’s Brompton Road, targeting high spenders visiting Harvey Nichols and Harrods, and continues to expand its portfolio.

Another major name in this sector is BlowUp media, which this year built what it said was, at 1,100 square metres, London’s largest outdoor site, on the A40 Westway into the capital. Another of BlowUp’s superlatives was the UK’s tallest poster, constructed in Leeds earlier this year. The company has also signed a deal with NCP to build sites on the exteriors of its carparks and further expand its portfolio of giant sites.

In his analysis of the market last year, David Payne, director of Outdoor Connection, described these giant sized posters posters as having “sexy status and headline-grabbing appeal” for brands. This must go some way to offset costs, which tend to be comparatively high.

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