Maiden Outdoor is launching a package of 48-sheet posters at junctions, traffic lights and alongside stretches of congested road where drivers must stop or slow down. It is designed for advertisers with more complicated messages.
The new package, called Duration and billed as the first of its kind, consists of 500 panels with about 40 per cent illumination.
According to Maiden, Duration is designed for advertisers such as mobile phone companies or financial brands with more complex information to communicate.
It is one of three new packages launched this year. Two others, called Cover A and Cover B, will also be sold to agencies and advertisers. They have 1,000 panels each, giving a claimed 35 per cent cover of the national audience, and can be split into two separate campaigns of 500 posters.
The packages follow Maiden’s decision to launch a pool of 2,000 panels – or 20 per cent of Maiden’s 48-sheet holding – called Dynamic Solutions, that advertisers can use to supplement core campaigns.
In addition, Maiden has disbanded its Family and Checkout packages, and put some of these 48-sheets into the package.
Francis Goodwin, marketing director of Maiden Outdoor, says: “Every couple of years we revamp our portfolio. We have to listen to what our customers tell us they want.”