Adshel Checks Out Point Of Sale Deal With Somerfield

Clear Channel-owned outdoor specialist Adshel has signed an exclusive deal with supermarket giant Somerfield to provide point-of-sale advertising space across its 332 UK stores.

The deal will see the company partner with Somerfield for the next five years, managing six-sheet panels and preparing for a multi-million pound upgrade of the supermarket chain’s stores. The deal will also help Adshel to strengthen its position within the FMCG retail sector.

Commenting on the deal, Patrick Chaundy, Adshel’s business development director, said: “External PoS is very imposing and provides powerful reinforcement of brands at that crucial time when the consumer enters the shop and has been one of the fastest growth sectors of outdoor advertising for the past few years. We’re delighted to be working with Somerfield to maximise the huge potential that their sites offer.”

Marcus Leyden, Somerfield’s concession manager, added: “With nine out of ten of our stores being situated in high street or town centre locations they provide and excellent opportunity for suppliers and brands to market their products. This partnership will deliver sales for us both in store and by utilising this valuable ad space.”

Supermarket advertising has been an area of massive growth recently, due mainly to investment in new technologies and in-store advertising techniques. Tesco’s recently launched Tesco TV has been the most high-profile development so far, with JCDecaux handling ad sales for the new system and creating a dedicated team to concentrate on the project (see JCDecaux Creates Dedicated Tesco TV Sales Team).

Outdoor advertising as a whole is currently performing well, with the latest figures revealing positive results for the first quarter of 2004. According to the OAA, outdoor advertising continued its recent growth spurt with revenue increasing by a solid 9.1% year on year to more than £184.5 million (see Outdoor Advertising Continues To See Revenue Rise).

Clear Channel: 0207 478 2928 www.clearchannel.co.uk

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