Members of the Outdoor Advertising Association of Nigeria (OAAN) convened in Madrid, Spain to attend the 52nd Annual FEPE International Congress. FEPE International is an association under the Swiss Law Pursuant to the provision of Act 60-70 of the Swiss Code of Civil Law. Membership of FEPE is open to all persons, legal entities, companies and federations active in any way in the field of outdoor advertising.
The Outdoor Advertising Association of America reports that educational institutions have increased their outdoor advertising budgets by 21% to $59 million dollars the first quarter in 2011. Other industries are following suite and choosing to increase their spending on out of home advertising, Media advertising grew 26% to $139 million, financial went up 29% to $114 million and communications increased 4.2% to $103 million. During the winter months, outdoor advertising is usually slow, however the association reports that advertising revenue increased 4.2 percent from $1.32 billion to $1.37 billion. Chief Marketing Officer of the OAAA is stated as saying “colleges and universities have ramped up out of home spending as the economy recovers,” he believes, “outdoor advertising is providing to be effective for positive attention.”
For four consecutive quarters, the out of home advertising results have shown growth. After the downward spiral of 2008 and 2009, the outdoor industry say a change in positive spending around the second quarter of 2010. Digital billboards and the next generation of out of home displays, with the ability to display multiple and changing ads with video are a sure indication of the industry’s growth.
As new technology emerges and companies find more and more ways to connect with the internet savvy youth, but are they leaving out a large portion of the consumer market?
An article written in the New York Times expresses that if companies do not make an advertising push towards the over 50-consumer market they could risk a huge fall in sales. With the recent state of the economy it would benefit advertisers to promote to those less affected by unemployment; the baby boomers. They are buying into the technology age and other markets that have been dominated by the 18 to 25 age group, and companies not recognizing this recent change will eventually affect not only profits but also the brand name as a whole. Continue reading »
It is hard to believe but this past Sunday May 8 marked The Coca-Cola Company’s one hundred and twenty-fifth year satisfying consumers worldwide. Coke made its debut back in 1886 in Atlanta, Georiga and has since grown to over two hundred counties spanning the globe.
Coke will have its home office in Atlanta, illuminated with light panels on each of the 4sides that will display the product as it developed throughout the years. The brand will promote the nostalgic quality as well as one-hundrend and twenty-five years of loyal, satisfied customers.
To thank them for their continualy loyality Coke revieled that customers who upload photos on to social media platforms such as Facebook and Twitter could be seen on the panels as well, the campaign is set to run every Thursday, Friday and Saturday of May.
Outdoor advertising is one of the oldest mediums to date and new technologies make this platform one of the most cost-effective, high-impact platforms available, which opens the door for all advertisers — small or large. Outdoor Advertising provides broad coverage to everyone who goes outside of the home to work, school, shop, or play.
The growth of outdoor advertising includes the use of non-traditional advertising formats, including; public transit vehicles such as; buses and cabs, bus shelters, kiosks, airports and large billboards increasing exposure to consumers. The key to advertising effectively is to identify the amount of exposure ads will receive by its target market. Consumers areexposed to large amounts of advertising 24 hours a dayand must decide which advertisements to screen out and which to process. Outdoor advertising cannot be avoided or shut off which is a serious issue faced by both broadcast and print media, resulting in less money wasted on consumers outside the target audience. Outdooradvertisements are seen in a setting where there is less competition for people’s attention, increasing their ability to be noticed over the competition producing quicker results. Millions of dollars are spent creating colorful eye-catching ads that are seen around the clockinfluencing the message retention with the consumer. Continue reading »
Metro Manila Development Authority (MMDA) removed 46 billboard advertisements during the first week in May along Epifanio de los Santos Avenue (EDSA) that were potential threats to commuters and motorists. Headed by Francis Tolentino “Operation Roll Down, Baby” will continue to inspect and remove those billboards in risk of collapsing during bad weather.
MMDA has given advertisement owners 24-hours to take down their ads voluntarily, yet the response has been less than enthusiastic. Additionally billboard operators have been given 15 days to bring the structures up to code or be dismantled entirely.
MMDA was granted authority over EDSA in a signed agreement by the Department of Public Works and Highways back in November allowing MMDA to implement the rules and regulations set forth by DPWH in accordance with the National Building Code.
Tolentino stated, “Our primary concern here is public safety, especially during earthquakes. Now is the proper time to make a significant step to control the proliferation of non-compliant billboards which are hazardous to lives and property.” Continue reading »
Lamar Advertising Co. has reduced its losses in the first quarter despite weak local ad spending a large revenue source for the firm. WJS.com reported Wednesday the outdoor advertising company indicated a loss of $ 13.3 million or 14 cents per share, a significant increase from the first quarter loss of $ 24.9 million, or 27 cents per share, the company reported last year.
While the Louisiana based advertising firm shares slid nearly 10 percent to $28.82 in afternoon trading they showed a profit gain of 4.5% bringing last years $244.1 million recorded revenue to $255.2 showing some promise.
Lamar said it expects second quarter revenue to total approximately $ 296 million, a 3 percent increase from the previous year yet still falling short of the $302.4 million Wall Street called for. Continue reading »
Outdoor advertising firm Clear Channel Outdoor Holdings, Inc. reported a net loss of $9.54 million; $0.03 per share in its first quarter reports for 2011. The $10 million loss was an improvement from the $47.78 million loss reported in 2010, and smaller than the $0.09 loss per share expected by many analysts.
The firms revenue increased to $650.21 a 7 percent increase from the reported $608.77 million of 2010.
Tom Casey, executive vice president and chief financial officer stated, “We continue to see positive trends and remain on track in executing our plan to grow market share and further improve the performance of our outdoor platform.