24 May 2002
	A MORE ACCESSIBLE OPTION By Trevor Bisseker

Primedia Outdoor MD Pete Piccione gives six main reasons for the growth of outdoor advertising: Outdoor provides a single, strong option for reaching large audiences cost-effectively, while most of the other media have become fragmented; More outdoor sites are available, increasing the potential for more comprehensive coverage in previously less accessible areas; New categories of advertisers are using outdoor sites for everything from high-impact launches to tactical campaigns and long-term branding campaigns. This has been made more cost-effective by the reduction in digital print costs over time; Global outdoor brand strategies are being implemented locally; Outdoor's image is improving as a cost-effective high-reach medium; and There's now more scientific measurement of the effectiveness of the medium. It is important to add that this growth has happened despite the fact that tobacco advertising spend, which was a significant contributor to outdoor media spend in total, came to a halt in April 2001 as a result of the new tobacco advertising legislation introduced by government. "Last year we introduced the scrolling billboard concept, which has been very successful in Europe, to SA," says Piccione. "After a slowish start, advertisers are starting to view it with growing excitement and interest for their brands. We are expecting it to become an important part of our media mix during the course of this year as we erect more and more scrolling billboard sites in major urban areas. "The growth we have seen is an indication that advertisers and their agencies are prepared to consider strong alternatives to the more traditional media. Outdoor as a medium has made consistent improvements to its offerings, making it a more accessible option." See main story: In your face ads