Outdoor to post revenue rise
It is important that advertisers are not confused by recent predictions of large increases in outdoor revenues this year.
Revenue rises do not equate to rate rises. Revenue growth results from a combination of rate rises, panel growth and higher occupancy levels, which is itself a function of supply-and-demand.
For example, our revenue growth of 25 per cent last year consisted of 15 per cent rates increases, five per cent higher occupancy and five per cent growth of stock.
Any media inflation in outdoor is a reflection on the attraction of the medium to a steady stream of new advertisers and the excellent value that committed advertisers continue to receive.
Alexandra Ward
Sales director
Maiden Outdoor Advertising
