The financial services industry is snapping up poster sites at an
A report from Poster Publicity revealed that expenditure by financial
advertisers has increased 82 per cent in the past two years, and the
outdoor specialist anticipates a rise of 23 per cent this year. If this
prophecy proves accurate, financial companies’ poster spend will have
risen from pounds 25.8 million in 1997 to more than pounds 58 million in
Although no-one has calculated these companies’ spend on taxi, airport
and ambient advertising, Poster Publicity estimated this could add
another 30 per cent to the figure.
’With the end of the financial year only a month away, the outdoor
market is dominated by financial companies using posters to try to
squeeze more funds out of private investors,’ said the report.
HSBC was the largest outdoor advertiser last year, with a spend of
pounds 3.2 million. It was followed by Direct Line (pounds 3 million),
NatWest (pounds 2.8 million), Switch (pounds 2.6 million) and Barclays
(pounds 2.3 million).
As well as the big high street names, the report also pointed to the
increasing use of posters by less well known City institutions such as
Gartmore Investment Management, Jupiter Unit Trust Managers and Invesco
David Sherring, joint managing director of Poster Publicity, said: ’All
types of outdoor formats are being used, both for tactical short-term
purposes, as in the ISA advertising we see up now, but also for generic
Outdoor can deliver a receptive, upmarket audience
As the number of financial products continues to multiply and generate
interest from a greater number private investors, the boom for outdoor
is expected to continue, the report concluded.