Primesight Rolls Out Premier Backlights
Primesight, SMG’s outdoor advertising arm, has launched a new range of premium backlit 48-sheet posters.
The Premier Backlights roll-out this month and can be manipulated to display ads either in a landscape or portrait format. They are targeted at upmarket advertisers looking for standout and premium sheetage across the capital.
The 10 new backlights will be positioned across London on major A roads including Elephant and Castle, Wandsworth Road, Finchley Road, Lower Mortlake Road and the North Circular.
Primesight’s managing director, Naren Patel, said: “We have talked to our customers and they welcome Premier Backlights as it offers advertisers a highly targeted, premium and static product, available as stand-alone, or as part of a cross media promotional platform.”
Christine Costello, chief executive of SMG’s Out of Home division, added: “Since acquiring the business in 1999, SMG has invested more than £15m in extending Primesight’s inventory of 6-sheet and 48-sheet sites and upgrading its existing panels. The launch of Premier Backlights in London is the next major step in the organic growth of our outdoor advertising business.”
Late last year SMG extended its outdoor interests with the acquisition of Town & District Posters Limited. The acquisition was made by Primesight for an initial consideration of £350,000 with a further £250,000 becoming payable in SMG shares depending on the future performance of the company (see SMG Extends Outdoor Interests).
Recent figures from the Outdoor Advertising Association show that revenue for the second quarter of 2002 declined by 1.9% year on year to £173.6m. However, this represents a steady improvement from the 10.9% year on year drop in first quarter of 2002 and Alan James, chief executive of OAA, expects to see signs of improvement over the next six months (see Outdoor Advertising Association Sees Signs Of Recovery).
Primesight: 020 7882 1200 www.primesight.co.uk
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