Advertisers are still reluctant to use the outdoor medium for
pan-European campaigns due to concerns about quality and consistency,
according to a survey commissioned by Clear Channel.
In less developed markets such as Italy and Poland, the physical quality
of billboards continues to be a problem and sites are not always
According to Robert Thurner, Clear Channel’s group marketing manager, it
will spend dollars 10 million this year on developing new products and
market research in an attempt to tackle these problems.
Outdoor is perceived as the last mass medium throughout Europe, as TV
and press become increasingly fragmented with the launch of more
channels and publications, according to the survey.
But at the same time, advertisers and agencies are concerned about
surrendering regional autonomy and local expertise in outdoor in the
face of the increasing trend towards global campaigns.
The Henley Centre interviewed 40 leading advertisers and agencies, both
users and non-users of the outdoor medium, throughout Europe to produce
the report for Clear Channel.