Survey reveals deep reservations about the use of outdoor

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.

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

posted.



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.



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