Advertisers are spending more money on ambient media than ever,
with an 18.4 per cent increase in ambient advertising in the first
quarter of 1999.
According to figures from the outdoor specialist, Concord, advertisers
spent pounds 10.3 million on ambient advertising in the first three
months of this year, compared with pounds 8.7 million for the same
period a year ago.
The medium, which embraces everything from advertising in golf holes and
parking meters to urinals and supermarket trolleys, has become the
fastest growing media sector, with growth of more than 400 per cent
since Concord began measuring ambient spend in 1995.
Kellogg was the largest spender in ambient media in the first quarter of
1999, investing pounds 532,000 at ratecard cost on a combination of
trolley ads, phone box posters, floor ads and posters in newsagent
The second-biggest spender was Unilever, which clocked up pounds 480,000
on a range of washroom posters and trolley ads, then Novartis Consumer
Health, which had the biggest single ambient campaign. Novartis used
2,400 posters located in chemists’ windows over a three-month period
through the media owner, Pharmasite.
The top-spending product category in the ambient sector was food,
accounting for almost 27 per cent of all expenditure. As well as
Kellogg, Young’s, Van Den Bergh, Bird’s Eye, Walkers and Cadbury were
Cosmetics and toiletries was the second-highest category, taking an 11.9
per cent share of the total spend, followed by entertainment and media
with 11 per cent.
Nigel Mansell, the managing director of Concord, said the involvement of
Tesco and Sainsbury’s in the trolley market, the launch of telephone box
sites last year and a high level of repeat business were all
contributing to growth.
’More than 50 per cent of ads are repeat. Now contractors have more
money, they are able to invest in more sheetage and clients have to buy