Outdoor Expected To Boost Share In Tough Ad Conditions
Outdoor advertising is set to increase its share of UK advertising over the next twelve months or so, according to 85% of the top 50 media agencies surveyed last year by Vivid Research.
The research indicates how the cheaper, more flexible media, such as outdoor and radio, can benefit in a recessionary period. Outdoor is typically fast out of a downturn due to its low cost and wide range of packages. Recent forecasts from Initiative Media put outdoor growth at 5.4% this year (see UK Advertising Forecasts From Initiative Media).
Vivid also asked the agencies when they thought the current downturn would truly end. Over half (55%) of respondents thought that this would be within the year; 27% reckoned 18 months.
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