Outdoor Awareness Campaign Hailed A Success
A recent advertising blitz by the Outdoor Advertising Association designed to attract more attention to the medium has returned impressive results, with over 80% of agencies approving of the campaign.
The Proving Outdoor Works initiative used a series of pop art explosions to promote the benefits of outdoor as a powerful marketing medium. The OAA has since commissioned research into the campaign’s effectiveness, returning a number positive comments.
The research shows that 83% of agencies approved of the campaign’s promotion of outdoor advertising, whilst 80% of adult members of the public agreed that posters ‘make brands really stand out’.
Commenting on the campaign, Jim Marshall, chairman of Starcom MediaVest said: “I saw lots of it around London. I think it’s a good start and showed, for the first time, that the outdoor media owners can get their act together to promote the medium.”
Outdoor advertising had a good year in 2003 with revenue growing by 10.4% year on year to more than £774 million, as advertisers continued to realise its potential as a cost effective, versatile marketing medium (see Outdoor Advertising Set To Claim Record Market Share).
Alan James, chief executive of the OAA, said: “It’s the scope and the breadth of the offer that outdoor now has that means it’s no longer just a 48-sheet medium. Now you can have ads on shopping trolleys, outside supermarkets and even inside gyms and healthclubs. It’s a very flexible, creative and innovative medium.”
Earlier this week Outdoor Connection published research showing that the prospect of an increase in the cost of airtime advertising following the recent ITV merger may give a boost to outdoor revenue, further helping the medium increase its market share (see Research Shows ITV Merger May Fuel Outdoor Profits).
Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk
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