SINGAPORE: Capital City Posters Adshel (CCP) has beaten JC Decaux
to Singapore's largest outdoor contract, a 15-year deal to sell
advertising space on its public transport shelters.
CCP Adshel secured the rights to 3,120 bus and 80 taxi shelters - 70 per
cent of which will have outdoor ad panels. It expects to generate
Sdollars 480 million (USdollars 259 million) in sales over the contract
period beginning June 16. However, CCP Adshel will spend Sdollars 100
million in the first three-and-a-half years to upgrade the shelters and
install illuminated ad panels.
JC Decaux still has the rights to around 800 bus shelters under a
separate contract.
CCP Adshel has forecast a boom in outdoor adspend in the coming years,
driven by greater competition among advertisers and the emergence of new
retail districts.
Its managing director Peter Kemeny said outdoor expenditure has grown 13
per cent annually over the past 10 years, boosted by deregulation of
Singapore's telecommunications and finance sectors. "There's also a
decentralisation.
Before, the major outdoor advertisers wanted to just be in the major
shopping strip, Orchard Road, but with retail districts spread across
the island, they are buying more outdoor inventory."
CCP has appointed David Pullinger, previously state sales director for
Adshel in Australia, as ad sales director for CCP Adshel business and
its other outdoor inventory.
CCP also handles ad sales for Union Works' two radio stations and plans
to cross-sell media. "There's an opportunity with certain
demographics.
For example, 18 to 34-year-olds are light TV viewers. They are out and
about, making outdoor and radio good media to reach them with."
