Retailers are not getting maximum value from their ad budgets by failing
to exploit the commercial opportunities offered by the outdoor medium, a
leading poster contractor warned this week.
A new report from Maiden Outdoor claims that retailers are missing a
chance to improve their branding and tactical commercial messaging.
Francis Goodwin, the managing director of the Maiden subsidiary, Maiden
Roadside, believes that for many retailers, ‘outdoor is still being used
predominantly as a directional signage medium, rather than for its
ability to brand or deliver rapidly changing messages’.
Goodwin has singled out the grocery retail sector because it spends less
on the outdoor medium than almost any other product category.
Figures from Media Monitoring Services show that no grocery retailer
spent more than pounds 1 million on posters last year, and retailers
spent just 3 per cent of their media budgets on the medium.
Tesco was the top retailer investor in outdoor in 1995, spending pounds
850,000, which represented 2.5 per cent of its total adspend, followed
by Safeway and Asda, which spent pounds 477,500 and pounds 336,000
Goodwin claims that outdoor can provide a significant opportunity for
retailers, who currently face pressure on gross margins, increased
competition and the threat of home-shopping technology.