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MG OMD Media Marketplace. Outdoor Overview

MG OMD Media Marketplace. Outdoor Overview

Manning Gottlieb OMD’s latest expert industry insight

2007 was officially a great year for Out of Home.

The Outdoor Advertising Association has announced that total gross revenue for 2007 was £975,760,147 which was a 4.6% increase on 2006 and is the sixth consecutive year that Out of Home revenue has grown.

Entertainment / Media and Telecomms remain the top two Advertiser Category slots with Motor moving into the number three position pushing retail down.

One of the driving forces behind this growth has been the continued increase in digital screen revenue.

There was a 56.1% increase in Q4, with the year driving an impressive 42.5% increase. Outdoor’s revenue slowed down near the end of the year, mirroring overall advertising trends.

Clear Channel has repackaged its portfolio to place the consumer at the heart of all

Through harnessing the latest advances in planning such as strada and Personicx Geo and sophisticated mapping they are now able to deliver different consumer groups with more accuracy than ever, targeting socio- demographic groups, ethnic audiences and ‘tribes’ such as gym junkies and yummy mummies!

Also, Titan has undertaken an extensive rail audience research project during 2007 in order to indentify how rail travellers engage with advertising.

Rail is viewed in an increasingly positive way as environmental issues come to the fore and stations provide a great canvas upon which to communicate with time poor/cash rich commuters.

The results of the research place rail as a great medium through which to communicate with people whilst they are in a receptive mindset.


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