Rising traffic levels to aid outdoor business

By PAUL DONOVAN, campaignlive.co.uk, Monday, 27 September 1999 12:00AM

New Government figures which predict a 40 per cent increase in traffic levels over the next 30 years will be a useful tool for sellers of outdoor advertising.

New Government figures which predict a 40 per cent increase in

traffic levels over the next 30 years will be a useful tool for sellers

of outdoor advertising.



A report from the Department for the Environment, Transport and the

Regions states that road travel will increase from the present level of

630 billion kilometres a year to 932 billion kilometres a year over the

next 30 years, providing a growing captive audience for outdoor ads.



Concord, the outdoor advertising specialist, believes the extra 300

billion kilometres projected to be travelled by motorists each year by

2030 will provide ’a huge impact on roadside outdoor.’



It apportions this projected rise in traffic to the continued growth of

the UK population, a rise in car ownership per capita and a continuous

increase in the number of entertainment-led journeys and shopping

trips.



Louise Goulborn, director of Concord, said: ’People are more mobile and

there are more panels being built. Rising audiences will mean

advertisers will receive even better value for money. Over time this

will have a huge impact on roadside outdoor.’



Goulborn does not believe that increased travel necessarily means more

roads, but that the possible gridlock effect could be good news for

advertisers.



’An overall increase in exposure to posters and, therefore, increased

frequency, will have an affect on planning, and slower traffic will

result in longer exposures to posters, potentially impacting on the

creative side,’ said Goulbourn.



Outdoor advertising industry commentators also believe that if traffic

slows, the amount of copy captured on outdoor panels could increase,

which, in turn, would bring more papers into the outdoor market.


At present the rate of growth for large-panel sites remains static while

six-sheet panels are on the increase.



Beyond road travel there could be further potential for advertising

growth, particularly in public transport.



This article was first published on campaignlive.co.uk

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