The outdoor medium is in danger of pricing itself off some
advertisers’ schedules unless media owners can rein in the escalating
cost of poster advertising, the Incorporated Society of British
Advertisers’ director of media services, Bob Wootton, warned last
Speaking at the outdoor industry’s StreetTalk conference in Madrid,
Wootton told delegates that outdoor inflation makes TV price rises seem
steady in comparison.
While Wootton acknowledged that outdoor’s adult cost per thousand is
still competitive, he said that, when it comes to targeting sub-groups,
outdoor is losing its edge.
’The sheer cost of entry is now, in one major specialist’s words, ’very
serious TV money’,’ Wootton warned. ’The medium is now in some danger of
pricing itself off many advertisers’ schedules.’
The issue of transparency, which continues to dog the medium,
exacerbates the situation. Wootton said that if the poster industry
wanted to stand alongside other major media ’it will have to go to great
lengths to ensure that it really is squeaky clean and whiter than white
in order to dispel suspicion’.
The industry’s research system, Postar, also came under scrutiny.
According to Wootton, Postar has lost credibility in the eyes of
advertisers. ’Many customers who were led to expect something
wonderful ... are at best confused and at worst quite bemused by
Although he praised recent developments in the industry, Wootton warned
that the differing terms of business offered by individual contractors,
the scarce availability of sites during certain times of the year and
the way in which poster sites are packaged could put advertisers
Wootton also sounded a note of caution about the upkeep of some of the
industry’s newer sites, and questioned whether these sites should
command the price premium that they do, even when they are working
He added: ’I sense that the medium still finds anything out of the
ordinary something of a struggle - unless, of course, it can charge well
over the odds for it.’