Outdoor Contractors Standardise Campaign Posting Times
Three out of the four major outdoor media owners have agreed to standardise their campaign positing times and copy delivery dates in an attempt to make it easier for advertisers to invest money in the medium.
From next year, JCDecaux, Clear Channel and Maiden Outdoor will post across 26 campaign periods providing 14 days of display. This will bring roadside campaigns in line with the six-sheet products currently sold and should allow advertisers and their agencies to buy large outdoor format campaigns with greater efficiency.
The three media owners have been working to make it easier for planners and buyers to book complimentary campaigns for some time. Viacom Outdoor is the only major outdoor contractor not yet to have signed up to the initiative, which has been warmly welcomed by advertisers.
ISBA’s director of media and advertising, Bob Wootton, who said: “Alongside the development of an industry wide posting calendar, significant moves towards verification and accountability measures and the successful recent industry conference, this move reflects the seriousness of outdoor’s commitment to meeting its customers’ needs and addressing their concerns.”
The move the make life easier for agencies and advertisers marks an attempt by the outdoor industry to boost revenue and break through the 10% share barrier. The sector has been performing well recently and the Advertising Association is predicting growth of 6.9% for coming year (see UK Adspend Expected To Grow By 4.4% Next Year).
Bill Wilson, operations director at the Outdoor Advertising Association, said: “I think there is confidence in the sector. It is more consolidated and more co-ordinated. I think the product on the street is much better and the research and data behind the industry from things like POSTAR make a big difference.”
ISBA: 020 7499 7502 www.isba.org.uk
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