Adshel Introduces Share Trading To Outdoor

Adshel has launched new campaigns for 2002 which include an initiative whereby advertisers will be offered lower costs in proportion to the share of outdoor campaigns booked on Adshel sites. This approach is a first for the outdoor sector, but reflects the way the rest of the advertising industry operates.

Julie France, Adshel’s managing director, explained: “An advertiser who gives us 100% of their outdoor budget for a campaign could pay as little as £3,000 for 45% coverage of all adults, equivalent to 21 million people.”

Despite concerns that the new approach will have an opposite effect, Adshel claims that its new campaigns will make the 6-sheet market more accessible at entry level in terms of cost, as well as maximising cover and giving increased flexibility.

Adam Butterworth, sales director of Adshel, spelled out how the company was trying to discourage advertisers from splitting budgets between contractors. “We can deliver the highest level of cover so there is no longer any nned to combine our campaigns with any other contractor.” he claimed, continuing, “We can prove that buying our National Cover A campaign on its own will save an advertiser 30% of their budget and achieve almost identical cover levels as combining Adshel with rival contractors. We say you don’t need to spend an extra 35% of your campaign cost to increase your cover by 45%.”

Adshel: 020 7287 6100 www.adshel.co.uk

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