CCP Adshel beats Decaux in Sdollars 480m deal

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