Outdoor advertising has seen a marked increase in adspend as reflected by AC Nielsen's December 2003 ADEX report, growing by 21% over the 12 months to December 2003.
Yet, residents question the advertising industry's actions, asking if advertisers are going too far - placing their customer loyalty at risk? Pete Piccione, Primedia Outdoor MD, says the outdoor advertising industry has seen marked improvements, having moved away from the initial image of being a 'beer and cigarette' medium.
"Advances in innovation, flexibility, lower production costs, greater capital investment into quality inventory, improved campaign planning and evaluation techniques, have all contributed to greater media accountability and therefore growth for the medium. FMCG spend on outdoor has increased, particularly at the top end, whilst more and more luxury goods, fragrance, fashion and automotive advertisers are opting for the power of outdoor, thereby increasing demand for effective sites.
"The erection of billboards in areas historically regarded as residential suburbs is bound to evoke frustration from members of the public. But we need to recognise that the Central Business District has effectively migrated from Johannesburg to Sandton. Sandton has evolved into the new CBD, complete with numerous offices, banks and even the JSE. Commercial activity like office parks, shopping centres, showrooms and even informal trading is now commonplace along both William Nicol Drive and Rivonia Road, once the domain of Eloff Street and Central Johannesburg."
Added to the de facto relocation of the CBD and the resultant workforce migration, says Piccione, is the natural movement of people to these areas of commercial activity. "Outdoor, like all advertising, is about exposure to relevant target audiences, therefore outdoor inventory will logically follow audience migration."
Intent on reaching this economically active, mobile audience, outdoor media owners seek sites on the busiest highways and main arterial roads, and it is a natural progression that as business growth and migration continues, so will the advent of new outdoor advertising options, he says.
"But having said that, the outdoor media owners will no doubt collectively attest to the difficulties that go with obtaining permission to erect any form of advertising display. Strict by-laws exist to ensure that outdoor advertising applications meet Council approval."
Development and progress are inevitable, as is the evolution of outdoor advertising.
Piccione concludes: "As a leader in this highly competitive industry, we are positive about the future of outdoor as well as Primedia Outdoor's ability to deliver meaningful returns on our clients' investments. This is made even more beneficial to the broader commercial and public community if the advertising vehicle provides access to much needed public amenities, at no cost."
Owlhurst Communications for Primedia Outdoor
