Outdoor adspend continues to grow

The outdoor advertising market has continued its pattern of growth with its 20th successive quarter of year-on-year increase.

Spend on outdoor in the second quarter of 2007 rose by 8.5 per cent on the same period in 2006 to reach £242.3 million, according to figures from the Outdoor Advertising Association. This compares favourably with other traditional media sectors.

The increase was driven by a 41.6 per cent growth in digital-screen revenue, car launches, increased government spending and confidence in the financial services sector.

Entertainment and media remains the top-spending category, while the top-spending advertiser was InBev. It spent £5 million on its Stella Artois outdoor campaign. Procter & Gamble has moved into the top ten with spend behind its Bold, Ariel and Lenor brands.

Steve Bond, the chairman of IPA Outdoor and the managing director of Posterscope, said: "Increasing flexibility, breadth and depth that the medium now offers continues to attract a greater diversity of advertisers."

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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).

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