CCP Adshel beats Decaux in Sdollars 480m deal

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."

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