Beeb is right to back outdoor

The news that the BBC is cherry-picking advertising sites (MW February 21) is a refreshing change to the &£6bn waste industry currently in existence in the UK each year – using Viscount Leverhulme’s adage: “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half.”

Focusing on clearly defined market channels, advertisers can pinpoint audiences and provide effective advertising solutions. Research from UMS about a COI Communications anti-drink-drive campaign that ran over Christmas, for example, found recall among the target 16to 24-year-olds was 26 per cent greater for washroom posters than for TV.

With this effectiveness provided at a fraction of the price of traditional ubiquitous campaigns, it’s small wonder advertisers like the BBC aren’t afraid to commit half their budgets – they no longer need the other half.

Richard Weir

Director

Hi-Tech Solutions

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now