- The outdoor medium has a real chance of doubling its share of advertisers' spend, but only if the poster media owners invest in the medium over the next few years, delegates at this week's StreetTalk conference in Madrid will be told.
According to More Group's chief executive, Roger Parry, poster contractors will have to plough around £400 million into their product and its marketing in order to see significant returns.
However, Parry will tell delegates at the outdoor industry's conference that with such levels of investment, posters can become an 8 per cent medium.
Outdoor currently accounts for less than 4 per cent of total ad spend, but Parry believes that by improving its stock, investing in research and marketing and by recruiting stronger managers, the industry could reach £1 billion turnover and profit margins of 20 per cent.
The call to action came as over 400 advertisers, agencies and media owners gathered in Madrid to evaluate the progress of the outdoor medium, the issues of regulation and the effectiveness of posters as part of an advertiser's communications strategy.
As well as sessions on the Postar research system and its impact on the medium, technological developments and pre-vetting of poster campaigns, the conference also looks at the creative issues surrounding the medium, with Daivd Bernstein and Trevor Beattie on the hallmarks of the medium's greatest creative achievements.