Contractors must invest in outdoor, Madrid talks state

The outdoor medium has a real chance of doubling its share of advertisers’ spend, but only if the contractors invest in the medium over the next few years, delegates at this week’s StreetTalk conference in Madrid will be told.

The outdoor medium has a real chance of doubling its share of

advertisers’ spend, but only if the contractors invest in the medium

over the next few years, delegates at this week’s StreetTalk conference

in Madrid will be told.



According to More Group’s chief executive, Roger Parry, poster

contractors will have to plough around pounds 400 million into their

product and its marketing in order to see significant returns.



However, Parry will tell delegates at the outdoor conference that with

such levels of investment, posters can become an 8 per cent medium.



Outdoor accounts for less than 4 per cent of total adspend, but Parry

believes that by improving its stock, investing in research and

marketing and by recruiting stronger managers, the industry could reach

pounds 1 billion turnover and profit margins of 20 per cent.



The call came as more than 400 advertisers, agencies and media owners

gathered in Madrid to evaluate the progress of the outdoor medium.



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