Outdoor

The Out of Home market has seen consolidation in late 2009 with JC Decaux, Clear Channel, and Primesight the leading contractors for roadside formats.

Titan having sold its roadside portfolio to Primesight are now focusing on destination products, most notably Rail and Shopping Malls with the roll out of both HD and Digital formats.

CBS Outdoor continues to handle the bulk of Bus transport media in the UK alongside the London Underground network and Westfield Shopping Centre, a continued investment into digital platforms and Bluetooth networks across their portfolios continues.

By the 4th quarter of 2009, estimated share of total display advertising revenue for Outdoor stood at 8.5%. Notable investments in late 2009 from Drink, Retail, Pharmaceutical and Clothing sectors would suggest a recovery in media spends.

Early 2010 will see a new wave of Outdoor audience research from POSTAR, encompassing 10,000 respondents and 90,000 days worth of GPS travel data, in addition this will also include the London Underground, Bus, Mall and Digital formats. From an advertiser’s perspective this is welcomed and should lead to greater robust analysis coupled with integration from other research planning sources such as TGI and Touch points.

In alignment with our Out of Home specialist team we understand how to communicate with our client’s target audience when they’re on the move by ensuring we research, plan and buy the correct formats to ensure optimum reach through impact and accountability.