Concord discloses 100 per cent rise in ambient media use

Ambient media - the non-traditional form of outdoor advertising - has grown by more than 100 per cent in the past two years, according to new figures from the poster specialist, Concord.

Ambient media - the non-traditional form of outdoor advertising -

has grown by more than 100 per cent in the past two years, according to

new figures from the poster specialist, Concord.



In the first six months of 1997, spending on ambient media is set to

rise to pounds 10.5 million from pounds 7.5 million in 1996 and pounds 5

million in 1995.



The trend for big outdoor events such as concerts has fuelled the use of

ambient media. Last year’s Euro 96 tournament helped boost spend in this

category, with advertisers such as Mars creating innovative ambient

media opportunities for its Snickers brand.



Current examples of the media include a campaign for Baby Bel cheese

which uses the hub caps of buses, and one for Ericsson, featuring

aerials on six-sheets showing a mobile phone. Both campaigns have been

planned and bought by Concord.



Keith Roberts, a board director at Concord, said: ’Ambient media has

really come of age. It’s gone from being considered a fringe medium and

can give certain campaigns a real lift.’



Estimates for the year suggest an increase in outdoor advertising

revenue as a whole, following a record year in 1996. Last year’s revenue

topped pounds 420 million, up 14 per cent year on year.



The growth in mobility has boosted the rise of ambient media. According

to Postar, the outdoor measurement system, traffic has increased by more

than 40 per cent in the last decade.



According to poster industry sources, the figures suggest that the

increased spend on ambient media is not coming from the outdoor

advertising pot, but from below-the-line budgets.



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