Between the Lines: More outdoor consolidation

The outdoor market has been a whirlwind of activity this year, not least in the specialist outdoor buying sector, which has seen breakneck consolidation.

First, the merger of Poster Publicity and Portland Outdoor creates WPP's buying operation Kinetic and then the Aegis rival Posterscope snaps up Alban, the owner of Concord.

Kinetic and Posterscope's battle for market share was renewed this week with news that PHD's outdoor buying is to switch from the Kinetic/PHD joint venture, Outdoor Connection, to Posterscope (page 1). This win is vital for Posterscope, which is set to lose MediaCom's outdoor billings in the other direction, following WPP's acquisition of MediaCom.

But will all this activity benefit advertisers? Probably. The specialists argue that scale helps them deliver better value and, with many multinationals running standalone outdoor pitches, there is pressure on specialists to demonstrate this scale.

The keen rivalry between WPP and Aegis in this sector should ensure competition remains fierce.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).