Posters are relatively cheap, and the larger-sized panels, in particular, offer strong visual impact. They may be used close to a point of sale, and can be geographically directed. Some posters reach certain population groups better than others, which differentiate posters from some other media; the particular groups for which better audience reach was claimed through posters were 'males', the 'ABC1' socio-economic group, and '15 to 44 year olds'.
Traditionally the poster industry has regarded smaller-sized posters (particularly 4-sheet) as suitable for a pedestrian audience close to point of sale, and larger roadside hoardings as targeting motorists and passengers, and depending on location pedestrians. The larger sizes were regarded as having greater impact and appeal for high image products (e.g. car launches) and the cheaper smaller sizes for local sales support (e.g. for car dealerships with local representation overprinted). This traditional view has, however, been called into question by the growth of the 6-sheet Superlite which is a smaller panel size though visible to motorists. Its market position has developed not only because of its size as such but also because of the characteristic way in which it has been employed: at bus shelters with back illumination. These features ensure that motorists can see it and that it stands out at night.
Posters are used both indoors and outdoors.
Indoor poster advertisements may be displayed in shopping centre malls, on underground transport systems and stations, over-ground rail and coach stations, in pubs and clubs etc.
Outdoor poster advertisements are by definition displayed to the person out and about. Whilst these include the usual static posters mentioned below, but it also encompasses bus and taxi sides, fly posting and other similar ways to get the message across by using posters. The use of poster advertising is now regulated and organised; the “Outdoor Advertising Association” or “OAA” exists to represent members’ interests and promote the use of the media that their members offer to advertisers. Similarly, the “Poster Audience Research” organisation or “POSTAR” provide visibility ratings for poster sites, and assemble statistics in respect of poster advertising based on “opportunity to see” an advertising message.
This note focuses more on outdoor static poster advertising, but it is important to recognise that there are other non-static and innovative outdoor advertisements in use. It is a field subject to constant development.
Several parties are involved in the buying and selling of poster advertising services and there are a number of ways the transaction can be arranged. Typically an advertiser uses an advertising agency to research, create and design an appropriate campaign. When posters are to be used the advertising agency (acting on the advertiser's behalf) generally uses an outdoor specialist to plan and book the campaign with poster contractors.
Advertising campaigns are organised in regions based on the traditional commercial television franchises, and outdoor advertising display “bundling” is similarly organised. This allows for co-ordinated campaigns on TV, radio and posters as appropriate. It remains to be seen whether this traditional manner of operating continues in the face of the change to digital formats and satellite & cable TV, all of which may have an impact of the current commercial TV boundaries.
Poster contractors own the panels on which the posters are displayed; these contractors have rights to use the sites on which posters are placed. The contractor generally does not own the site, and the site owner receives a rent from the contractor. The poster contractors vary in size, capability and the extent of the functions they directly undertake; subcontractors can erect panels, distribute and warehouse the posters and attach the posters to the panels. The advertiser pays the poster contractor for the use of the panels and also pays the production costs of his poster. The advertising agency and the outdoor specialist receive their remuneration by way of a commission from the poster contractor.
London alone accounts for about 30 per cent of roadside poster panels while the South-East, being the television regions to the south east of a line from Norfolk, through Buckinghamshire to Wiltshire (and which some in the poster industry term 'the Golden Triangle'), accounts for about 40 per cent. The 96-sheets, bespoke formats and “spectaculars” are mostly sited in the large cities, with the majority in London; the Midlands and the North-West between them accounting for about 25 per cent.
From the introduction of commercial television in the 1950s until the advent of the Internet, poster advertising’s share of all advertising media has been relatively constant, fluctuating at or around 5 per cent of the total.
The late 1980s marked a strong expansionary period for the poster industry. Advertising Association estimates suggest that outdoor advertising revenue grew in real terms by about a third between 1985 and 1989. In 1990 poster advertising declined by almost 5 per cent in real terms, with the roadside sector declining by almost 8 per cent but transport posters growing slightly. The number of supersite panels owned by members of the Outdoor Advertising Association (OAA) trebled between 1987 and 1990.
The decline in demand for poster advertising in 1990 and 1991 was only partially reflected in the decline in the number of panels, being mostly reflected in increased numbers of panels left vacant at that time. Contractors then indicated that their profitability fell, with some incurring trading loses in the short run.
By spring 1991 the number of supersites declined reflecting weaker demand for this 'luxury' size of panel than for posters generally during the 1990s recession. The number of 48-sheet panels owned by OAA members remained between about 19,000 and 30,000 between 1986 and 1989. In 1990 it grew by 10 per cent but declined by 5 per cent by spring 1991. The 4-sheet poster size is declining. In spring 1991 OAA members owned 47,000 roadside 4-sheet panels compared with 70,000 in 1986 (many former 4-sheet panels having been converted to 6-sheet).
Despite the recessionary period in the early 1990s, overall spend increased steadily through the 1990’s; from 1992 to 2001, the overall spend increased by 90% (around 50% in real terms) and whilst the percentage spend on all sectors remaining broadly constant over that period, notable exceptions being an increase in cinema and radio advertising spend at the expense of television advertising.
From 1997 to 2006, total spend on advertising continued to increase steadily, amounting to a 40% increase in actual terms (around 25% in real terms) over that period. Additionally, from around 2001, the Internet started to become an advertising force to be reckoned with. By 2006, the Internet accounted for 11% of the total advertising spend, representing twice as much as outdoor advertising spend. Whilst the total spend on advertising, and the share spent on outdoor remained around the same over this period, the main impact of the Internet was felt by reduced spending on the advertising media of newspapers & magazines, TV and direct mail.
Over the same period, for roadside posters the major growth area has been the 6-sheet panel. Another major growth area has been “supersites”, particularly 96-sheet panels, spectacular displays and bespoke formats.
Advertising is an innovative environment, not only in the way that campaigns are orchestrated, but also the variety and types of media available to advertisers to get their message across. Of particular note is the development and increasing use of digital advertising displays. Although predominantly indoors (such as shopping centres, the underground and covered precincts) it is only a matter of time before the technological problems of competing with sunlight are overcome, and they will become more common in the outdoor arena.
To some extent this is already happening; moving image displays have already replaced the “fluorescent strip lights” at Piccadilly Circus in London. Similar moving image displays can also be seen from some arterial highways and motorways in major cities.
At the “small-display” end of the spectrum, street level advertising continues to proliferate, with roundabouts, lampposts and litter bins all being used to advertise in a co-ordinated manner, often orchestrated by local authorities.
In petrol filling stations, superstores and other areas where people “dwell” for a few moments, displays via video screens and poster displays are increasingly being used.
Posters used for outdoor advertisements come in various sizes with a variety of characteristics. The poster is typically attached to a structure termed a 'panel', and this is placed, possibly with other panels, on a poster 'site'. Panels are traditionally measured in terms of 30" x 20" sheets.
Where indicated below, the total numbers of poster display panels exclude those used wholly within the transport sector (e.g. London Underground), but include all display faces (in other words a 3x 6-sheet scroller will count as 3 posters) and includes Northern Ireland and Scotland. [The numbers are correct as at February 2008 and based on POSTAR* statistics.]
4-sheet: The smaller (1.02m x 1.52m, portrait) panels whose visual impact is suited to pedestrians; a declining format still found in certain thoroughfares and pedestrianised areas. Although there were once over 70,000 of these in Great Britain, there are now fewer than 1,000 remaining.
6-sheet: (1.8m x 1.2m, portrait). Alternatively called 'Superlites' or ‘super-sixes’ to reflect More O'Ferrall PLC's (MOF's) registered trade name of 'Adshel Superlite'. Sited on bus shelters or freestanding, they are often backlit, to improve nighttime impact, and are usually sited to catch motorists' vision as well as pedestrians'. There are currently over 76,000 6-sheet panels in Great Britain.
12-sheet: (3.05m x 1.52m, landscape). Since mid-1991 this size of panel has been little used for roadside posters. There are fewer than 1,000 remaining.
16-sheet: (2.03m x 3.05m, portrait). A declining format. There were once over 11,000 such panels in Great Britain, but fewer than 600 remain.
32-sheet: (4.06m x 3.05m, landscape). Now a little used format. There were once over 2,000 of these, but statistics are no longer compiled.
48-sheet: (6.1m x 3.05m, landscape). Although slowly in decline, this is still the predominant large poster size, of strong impact to both passing motorists and pedestrians. There were once more than 40,000 48-sheet poster panels in Great Britain, but this has now reduced to around 25,000.
64-sheet: (8.12m x 3.05m, landscape). A format rarely used; there are now so few no statistics are now available.
96-sheet: (12.2m x 3.05m, landscape). Once referred to as supersites, this format is steadily increasing in prevalence. There were about 2,500 such panels in Great Britain 10 years ago, and this has steadily increased to over 3,000.
192 Sheet: (24.4m x 3.05m, landscape). Found on arterial routes where the site is suitable for such a large format. No statistics on levels of use currently available.
As technological advances continue, more bespoke types and sizes of posters formats are being used.
Over recent years, once “cutting edge” externally illuminated “Ultravisions” (rotating vertical triangular bars with different posters mounted on each of the three sides so that rotation of the panels enables three posters to be shown sequentially) have been replaced by backlit “scrollers”. In turn, scrollers may well be superseded by digital moving image displays.
Not only are the types of format becoming more varied and flexible, but also the numbers of non-traditional poster display sizes are increasing. Some companies have developed their own particular sizes that break the link with the “sheet” sizes mentioned in 4.1 above. An example of this is the “golden square”, which is a large square format seen on some arterial roads. This trend is set to continue as companies consolidate and benefit from economies of scale, allowing them to develop more bespoke formats and offer them in packages to advertisers.