OUTDOOR ADSPEND CONTINUES TO CLIMB

Following the positive interim results recently released by parent company Primedia Limited, Pete Piccione, MD of Primedia Outdoor, says the company has benefited from the strong growth shown recently in Outdoor advertising spend.

“As reflected by AC Nielsen’s December 2003 ADEX report, outdoor adspend grew by 21.7% over the 12 months to January 2004,” he says. “This is ahead of all other main media types, with print posting the second best performance at 17.7%, and TV and radio at 15.6% and 15.7% respectively.”

Although off a relatively small base, many industry pundits predict a positive outlook for the future of outdoor. “Major growth drivers, including innovation and a proliferation of quality sites in high traffic and high demand areas, present an ongoing range of opportunities for users of the medium.”

“A significant increase in current levels of outdoor adspend, as recently enjoyed by the UK market, could occur if you couple this with the prospect of improved outdoor measurement techniques that are presently under development by AC Nielsen.”

He says 2004 began on a positive note for Primedia Outdoor, prompted partly by activity associated with the build up towards the April elections. “This has been accentuated by increased activity from consistent investors in outdoor media, as well as the successful procurement of a number of new clients such as Love Life.”

As a major player in this highly competitive industry, Primedia Outdoor remains positive about the future of both the medium as well as its ability to deliver superior return on our clients investment,” concludes Piccione.