Admedia Cleans Up With Yates’s Poster Deal
Admedia has clinched a multimillion pound poster contract for Yates’s Wine Lodges and Ha Ha Bar & Canteens in a move that significantly extends its national portfolio of bar sites.
The three-year deal will see Admedia install around 2,000 washroom posters in Yates’s network of 155 bars and cafes across the UK, targeting a core clientele of 18 to 25 year-old professionals, shoppers and students.
The posters, including a range of talking panels, will be positioned for greatest impact and longest possible dwell time above dryers and urinals in men’s washrooms and by mirrors and on the back of cubicle doors in female toilets.
Commenting on the deal. Philip Vecht, Admedia’s joint chief executive said: “The Yates’s contract adds yet another dimension and further strength to our national bar network. Our media offering is growing ever larger and diverse, giving greater flexibility and choice for our clients in terms of the audiences they need to target.”
Jonathan Naggar, Admedia’s other joint chief executive, Jonathan Naggar, added: “Our washroom posters are unique in that they reach an exclusively male or female audience, ensuring specific targeting and no wastage for the advertiser. We are continuously working on improving and adding value to the washroom poster offering.”
Admedia recently secured a high-profile deal with Luminar to install 5,000 washroom posters across its nation-wide network of 350 bars and venues including the Chicago Rock Café, Liquid, Jumpin Jaks and Ignite chains. The company also offers additional branding opportunities, such as washroom mirror and door stickers, branded glasses, ashtrays and sampling opportunities in bar areas.
Outdoor advertising has been performing well recently and the latest figures from the Advertising Association suggest the medium will enjoy a bumper year in 2005 with adspend expected to rise by a solid 6.9% as online retail, property and household brands continue to invest heavily in the sector (see UK Adspend Expected To Grow By 4.4% Next Year).
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