Best Practice - Outdoor Advertising: solus or support?

In this ‘Best Practice’ article, Roderick White explains how this developing medium is being used. With the usual profusion of references the article briefly covers the characteristics of outdoor, current research methods, and how campaigns can be planned, created and evaluated.

Outdoor Advertising: Solus or Support?

Roderick White

Among traditional media, outdoor advertising (posters, billboards, transport advertising – the range is almost endless, and growing steadily: see (13), for example) has undergone a period of particularly dramatic development in the past 15 years. Consolidation of the industry, product development and greatly improved audience research have all led to substantial growth in ad revenues and market share in many markets.

However, in spite of the high level of penetration of major multinational operators – Clear Channel, JCDecaux, Viacom – the character of national markets remains fairly distinct. Though (for example) JCDecaux's success...

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