Tuesday 16 January 2018

Out-of-home ads still struggling

THE advertising market has taken a battering over the past few years -- we all know that -- and the out-of-home market continues to decline.

The latest survey by PML Group shows the market declined by some €2m during the first half of the year compared with the same period in 2010.

Based on the display rate card, the out-of-home market was worth about €94.3m during that time.

In real terms, PML estimates the market to be down about 5pc on 2010.

"It has been a difficult period for all concerned, but we are encouraged by the fact the medium is not standing still in terms of product development and that our formats continue to be supported by many of the top advertisers," the group said.

Both the traditional and modern elements of the medium are in constant development and good examples of this were clear in the first half of 2011. JCDecaux introduced HD posting on 48 Sheets, thus improving the quality of the traditional large billboard.


CBS Outdoor invested heavily in the digital DPods in Dundrum, which were launched this spring.

"What we are seeing develop in the digital area is an established network of opportunities that make the digital option a more viable one for advertisers.

"With this in mind, at PML Group we have established the Digital Out of Home Centre, a division dedicated to the management of this growing strand of our industry," said the firm.

CBS Outdoor managing director Colin Leahy said: "The first quarter of the year was much better than forecast with retail delivering well for advertisers. Traditional formats performed better year on year in the second quarter and the launch of our second digital network in Dundrum Town Centre continues to attract investment."

Traditional large formats, such as 48 Sheets, Golden Squares and 6 Sheets, account for some two-thirds of the market, with the remaining third mostly taken up by the various transport, ambient and digital displays.

The 48 Sheets alone account for 23pc of market value, followed by Adshel 6 Sheets at 20pc.

The survey also shows that Unilever was the top advertiser during the first half of the year, with a €5.3m spend -- up 41pc year on year.

Diageo has said it is pulling back on its Irish promotions and this is reflected in the 29pc drop in its spend year on year.

Six of the top 10 advertisers are involved in the food and beverage industry, while all three major mobile phone networks feature. The 10th spot is taken up by Sky TV, which increased its spend by 338pc to €1.7m.

"For me the highlight of 2011 so far was the 'Jobless Paddy' campaign and the clear demonstration of how effective and targeted out-of-home advertising can be. Clever creativity and a great location led to mass coverage of this unique campaign all over the globe," said Pat Mannion, JCDecaux Ireland's commercial director.

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