After a slump during the first six months of 1999, outdoor
advertising is back on track, with the latest estimates reflecting a
boom in the industry.
Optimedia’s latest report predicts an 8 per cent growth during 2000 -
double the rate in 1999 and 3 per cent higher than that predicted for
total ad revenue.
There are a number of reasons for an about-turn in the industry. First,
the influx of dotcom ads, which increased revenue across the board last
year. At the same time, the major agencies have introduced a number of
Last week, More Group announced plans to introduce two outdoor formats,
one of which -scrolling 48-sheets - will bring daypart advertising to
the UK, allowing clients to choose the time of day their ad is
TDI recently introduced a division solely for non-standard ads. Such
diversity will be complemented by improved production technology,
lowering the medium’s entry costs.
Diversity has been a major factor in the increased growth of the
As agencies exploit the richness of the outdoor market, new formats are
attracting new categories of advertiser. In 1977 just two product
categories - tobacco and drinks manufacturers - comprised 68 per cent of
the outdoor market. In 1999, a total of ten categories made up 75 per
cent of revenue, according to figures from MMS Outdoor.
Taking all these factors into account, Optimedia expects the outdoor
market to flourish over the coming months. Ambient media and six-sheets
will continue their expansion and outdoor is expected to take pounds 605
million during 2000.
However, Optimedia believes the boom may be short-lived, predicting that
after dramatic growth during 2000, demand for the medium will begin to
level off. A plateau in the growth of outdoor will be reached as the
six-sheet and ambient markets reach saturation point and traffic begins
to wane with the growth of home shopping.
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