For the first time in history, outdoor’s adspend has cracked the R1 billion mark. Primedia Outdoor’s sales and marketing director Mark MacDonnell believes it is a result of improved supply of desirable, quality sites and advertisers recognising the power of the medium.
“Outdoor has experienced real growth in the past five years,” comments MacDonnell. “We believe that it is coming into its own, with advertisers recognising the opportunities, diversity, measurability and flexibility outdoor has to offer.”
“Another factor influencing growth is that through digital printing, costs of production are reduced, allowing the industry a higher degree of creative flexibility,” adds MacDonnell. “Billboard rotation and quick turn-around times keep campaigns fresh and offer the advertiser greater geographic reach and brand exposure.”
The past year has seen various innovations in outdoor advertising, with creative designers thinking out of the box and embracing opportunities.
Comments Harry Herber, group MD of The MediaShop, “Client demand is driving the outdoor industry growth, leading The MediaShop to create a dedicated outdoor division.” He believes outdoor media will continue to grow exponentially for years to come.
“Worldwide, the popularity of outdoor is sky-rocketing, becoming an attractive and highly sought-after medium,” concludes Primedia Outdoor MD S’khumbuzo Nkosi. “The increase in adspend is what we, as an industry, have been striving to achieve.”
