Trolley ad revenues climb sharply

By JONAH BLOOM, campaignlive.co.uk, Monday, 08 November 1999 12:00AM

Trolley advertising revenues have rocketed from pounds 400,000 in 1996 to pounds 4.5 million this year, according to a report from poster specialist Outdoor Connection.

Trolley advertising revenues have rocketed from pounds 400,000 in

1996 to pounds 4.5 million this year, according to a report from poster

specialist Outdoor Connection.



Considered by some to be an unprofessional ’cottage industry’ until

recently, the total number of trolley sites has climbed dramatically,

rising from 471,336 in 1997 to 1.4 million in 1999. Outdoor Connection

predicts the rise will continue and that trolley ad revenues will hit

the pounds 7 million mark in 2000.



This upturn has been driven mainly by The Media Vehicle, which has

invested heavily in smartening up the medium. It also persuaded Tesco

and Safeway to start using trolley advertising - something which neither

supermarket had done prior to 1998. Tesco is only trialling ads on

trolleys at half of its stores, but it is considering a national

roll-out.



Jessica Hatfield, founder and chairman of The Media Vehicle, said:

’Trolley advertising was always very badly run - Happy Christmas

messages in June on peeling sites. We think we have elevated the

medium.



’We have 250 fully trained fitters and use high-quality inks. We don’t

stick one ad on top of another and we actually police the trolleys to

ensure that doesn’t happen. The result of our professionalism is that

national advertisers and big brands want to get involved, and that makes

it attractive for the retailers.’



Seven of the top ten trolley advertisers come from the UK’s top 30 ad

spenders, according to Outdoor Connection’s report. And Hatfield said it

was not now out of the question that one advertiser could spend as much

as pounds 1.5 million on the medium.



Kellogg’s, Mars, Nestle, Van Den Bergh Foods and Walls Birds Eye spend

pounds 3.2 million between them, accounting for 71 per cent of trolley

adspend.



Drinks advertisers take second place, spending pounds 900,000, while

cosmetics and toiletry advertisers account for another 7 per cent of

adspend.



The report is also bullish about the medium’s future, pointing out that

tests show trolley ads deliver as much as 20 per cent sales uplift. The

Media Vehicle is so confident that it offers advertisers money-back

guarantees.



The Media Vehicle is hatching plans to expand its trolley advertising

scheme onto the Continent. Although other contractors now want to muscle

in, Hatfield pointed out that she has signed up the retailers on

long-term contracts. ’We are never complacent,’ she said.



’We constantly look for ways to improve our service. But I am confident

those contracts will keep rolling over.’



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs