Olympics will boost outdoor advertising
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The outdoor advertising industry is poised to benefit from the 2012 London Olympic Games because of the visibility of outdoor advertising.
Mike Baker the new CEO of the Outdoor Advertising Association expects the sector to gain at least 1% market share because of advertising surrounding the London Olympics.
He says: “Visitors to the UK won’t be watching TV, reading UK newspapers or listening to radio but outdoor will be visible throughout the Games and in the run up.”
Earlier this month, LOCOG appointed CBS Outdoor to handle the traditional and digital outdoor media account for the London 2012 Olympic Games.
Baker also believes the outdoor advertising industry will escape the worst effects of government spending cuts because “structurally the industry is in a good place. Only six of the Top 100 advertisers don’t use outdoor media.”
He says that while the outdoor sector will inevitably be hurt by cuts to COI advertising budgets, it will not be as severely affected as other media.
According to Nielsen figures the COI accounts for just 2.7% (£10m) of the outdoor industry’s total revenue (£365m) from the Top 100 advertisers.
The COI accounts for 25.8% (£56m) of the total radio spend of £215m so a cut in COI spending will have a more marked effect on Radio than it will on outdoor.
Because any fall in advertising from the COI will affect other media sectors more harshly, Baker suggests it might be a good opportunity for outdoor to grow share.
For an in-depth look at how the COI spending cuts might affect the radio industry read Marketing Week’s analysis here.
Readers' comments (3)
J.R. Howard of A2aMEDIA | Tue, 20 Jul 2010 8:39 pm
It’s exciting to see continued interest in outdoor advertising from the sporting world—the sector seems to often be at the epicenter of emerging advertising trends. An example of this is their continued adoption of digital signage. One recent report actually predicted that digital out-of-home in the UK will grow by 20 percent in 2010, in part due to the London Summer Olympics. Regardless of the numbers, the event will provide some great insight into emerging advertising trends like digital signs. For further discussion of digital signage, advertising and related topics follow us @A2aMEDIA.
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Anonymous | Thu, 5 Aug 2010 8:04 am
During my visit to Dubai, I have seen numerous billboards parked on various streets and highways offering visibility to over thousands of people a day. http://www.mobilebillboards.ae Mobile billboards advertising achieve 85% reach and 20X frequency. It offers 90% coverage for all age-groups and target audiences.
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Anonymous | Wed, 30 Mar 2011 10:12 pm
I actually enjoy seeing good forms of outdoor advertising. It's kind of new and is often entertaining to look at.
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