The outdoor industry has failed dramatically in attempts to
increase its share of advertisers’ business, and contractors must now
invest half a per cent of their revenues in improving the medium,
Jean-Francois Decaux, founder of one of the leading street furniture
companies in Europe, urged StreetTalk delegates last week.
Decaux argued that, despite ploughing millions of pounds into investment
and research, outdoor has failed to increase its market share and
accounts for just 5 per cent of total adspend. ’We have failed
dramatically, we must be doing something wrong,’ he declared.
According to Decaux, the UK has the best research system in the world in
Postar, but this is still not enough. ’Clients want a currency to
compare effectiveness of outdoor against other media,’ he told
He challenged the industry to increase its share of ad expenditure by 1
per cent over the next four years and urged contractors to apportion
half a per cent of their revenue for research and marketing. ’Decaux is
prepared to do that from tomorrow,’ he added.
Decaux calculates that this level of investment would generate pounds
2.5 million, allowing the industry to double its spend on research.
’It’s time for action,’ he said.
Decaux is bidding to take over the rival street furniture company, More
Group, but is encountering some resistance from its target. More’s chief
executive, Roger Parry, told delegates that if the bid went through ’we
will be priding ourselves on being the world’s best public toilet’.
Editor’s comment, p55.