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A persuasive endorsement of the effectiveness of Outdoor comes from the continued growth in advertising revenue.
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In 1998, 83% of the UK’s Top 100 Advertisers used Outdoor and by 2006 this had increased to 95%.
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Since 1998, Outdoor's revenue has grown by 66%.
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In 2006 revenue reached £932.5m.
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Outdoor is the fastest growing traditional medium in the UK.
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Importantly, for the first time, in Q3 and Q4 2006 Outdoor's share of display advertising revenue just topped the 10% level.
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Share for the whole of 2006 was 9.7%.
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Everyone who leaves the house is exposed to Outdoor advertising.
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Unlike any other medium, you don't have to "turn it on", "tune in", "dial it up" or "turn over the page" to see it.
It's just there. . . and it's free.
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It sits easily with what consumers are doing when they're out and about.
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Outdoor is engaging and impactful, whilst other media can be unwarranted and unwanted.
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Research from the Advertising Standards Authority (ASA) shows the public has a very positive attitude towards Outdoor. It is seen as colourful and informative and a vehicle for introducing humour and fun to our lives. However the report shows that the public is not as receptive to other media. It highlights the fact that if consumers are hostile to how certain advertising intrudes on their life then the final result can be very negative.
Click here for full ASA report on how the public perceives advertising and the media.
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People are out and about more, especially the younger more affluent groups.
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More people are seeing Outdoor advertisements.
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Roadside and the London Underground are measured by POSTAR, one of the world's leading audience measurement tools. Click on POSTAR to access more information.
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The range of available opportunities is vast - from huge high impact banners, special builds and large format roadside billboards right through to advertising opportunities at stations, in trains, bus shelters, on taxis, buses, in leisure centres, on plasma screens and postcards, and in shopping malls and supermarkets.
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Consumers can be reached as soon as they step out of their home right to the very point of purchase.
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Constantly investing to improve the quality of the plant.
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Raising the overall standard (e.g. illumination) increases the audience delivery.
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As a flexible communication tool it is without equal.
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With television audiences continuing to fragment under the onslaught of the new digital services, advertisers are increasingly using Outdoor to reach mass audiences quickly.
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Equally so, it can be used very effectively to target specific audience groups in discreet geographic locations.
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The Outdoor industry is constantly introducing fresh ideas. In addition to introducing new formats it is eager to involve itself with new technology. Be it digital, SMS, LED, sound or even intriguing smells - if it helps our customers talk to their customers in new and exciting ways then we'll be there.
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