NEWS: Retailers fail to use outdoor medium to full, Maiden warns

Retailers are not getting maximum value from their ad budgets by failing to exploit the commercial opportunities offered by the outdoor medium, a leading poster contractor warned this week.

Retailers are not getting maximum value from their ad budgets by failing

to exploit the commercial opportunities offered by the outdoor medium, a

leading poster contractor warned this week.



A new report from Maiden Outdoor claims that retailers are missing a

chance to improve their branding and tactical commercial messaging.



Francis Goodwin, the managing director of the Maiden subsidiary, Maiden

Roadside, believes that for many retailers, ‘outdoor is still being used

predominantly as a directional signage medium, rather than for its

ability to brand or deliver rapidly changing messages’.



Goodwin has singled out the grocery retail sector because it spends less

on the outdoor medium than almost any other product category.



Figures from Media Monitoring Services show that no grocery retailer

spent more than pounds 1 million on posters last year, and retailers

spent just 3 per cent of their media budgets on the medium.



Tesco was the top retailer investor in outdoor in 1995, spending pounds

850,000, which represented 2.5 per cent of its total adspend, followed

by Safeway and Asda, which spent pounds 477,500 and pounds 336,000

respectively.



Goodwin claims that outdoor can provide a significant opportunity for

retailers, who currently face pressure on gross margins, increased

competition and the threat of home-shopping technology.



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).