Outdoor digital revenues are up 30 per cent for the last quarter. That’s according to Nielsen, which suggests 96 of the top 100 UK advertisers find a place for outdoor in their brand communications. It’s estimated outdoor media owners have spent £5 million per year for the past five years on improvements and innovations to inventory, helping to expand outdoor advertising and provide new equipment.
The outdoor advertising industry has realised it’s all about quality and not quantity. In 2000 there were around 35,000 roadside billboards, nowadays there are less than 20,000, with the focus on creating iconic structures and placing unmissable signage in key locations.
Focusing in on Manchester now, MediaCo are launching a brand new digital location – a new digital screen on Market Street in Manchester city centre, which shall be in use from early October. It will be situated on the side of the Food Court, at the bottom of the busiest retail street in the city, delivering over 2.6 million pedestrian and shopper impressions each week. The screen will be the most central digital screen in Manchester and will be able to carry fully animated ads.
JCDecaux have also been at work in Manchester, updating their iconic Trafford Arch and Trafford Tower backlit frames to digital, giving maximum roadside impact.
MEC says
An increase in outdoor advertising options provides us with the ability to suggest new and exciting ideas for clients and it’s great to see media owners increasing digital inventory in the regions. The reshaping of OOH is down to the digital technology that is now available on sites and media owners further filling the gaps with new roadside developments planned for Manchester, Bristol and Leeds.