ISBA Conference: Inflated Fragmentation 2

Dominic Owens, Advertising and Design Manager with Prudential, followed on from Mr Haselhurst’s speech and examined the need for advertisers to look at mediums other than TV on which to run their campaigns.

He said that press and posters could theoretically reach more people than a TV ad at a fraction of the cost. He also made the point that ads on posters and in newspapers are not as cluttered as TV advertising, where viewers are often bombarded with 15×30″ ads every hour. It is undeniable that more advertisers are looking at alternative mediums, especially radio, so advertisers should ask themselves what is holding them to TV.

ISBA groups have been campaigning for newspaper sections to be covered by NRS and eleven major sections are currently being added. ISBA is also calling for a Press Advertising Bureau and more research is being carried out into the effectiveness of outdoor ads with Oscar II.