New Government figures which predict a 40 per cent increase in
traffic levels over the next 30 years will be a useful tool for sellers
of outdoor advertising.
A report from the Department for the Environment, Transport and the
Regions states that road travel will increase from the present level of
630 billion kilometres a year to 932 billion kilometres a year over the
next 30 years, providing a growing captive audience for outdoor ads.
Concord, the outdoor advertising specialist, believes the extra 300
billion kilometres projected to be travelled by motorists each year by
2030 will provide ’a huge impact on roadside outdoor.’
It apportions this projected rise in traffic to the continued growth of
the UK population, a rise in car ownership per capita and a continuous
increase in the number of entertainment-led journeys and shopping
Louise Goulborn, director of Concord, said: ’People are more mobile and
there are more panels being built. Rising audiences will mean
advertisers will receive even better value for money. Over time this
will have a huge impact on roadside outdoor.’
Goulborn does not believe that increased travel necessarily means more
roads, but that the possible gridlock effect could be good news for
’An overall increase in exposure to posters and, therefore, increased
frequency, will have an affect on planning, and slower traffic will
result in longer exposures to posters, potentially impacting on the
creative side,’ said Goulbourn.
Outdoor advertising industry commentators also believe that if traffic
slows, the amount of copy captured on outdoor panels could increase,
which, in turn, would bring more papers into the outdoor market.
At present the rate of growth for large-panel sites remains static while
six-sheet panels are on the increase.
Beyond road travel there could be further potential for advertising
growth, particularly in public transport.