Led by Donkeys and Brexit Express: Why campaigners are using the humble billboard
The market for billboards is showing"continued steady growth" said Martin Corke, of Clear Channel UK - part of one of the world's largest outdoor advertising firms. Globally, it sells space on hundreds of thousands of billboards.
With 12,000 in the UK, national reach -"they are kind of everywhere" - is a big draw. But also, they are a"safe place"."Brands don't have to worry about appearing next to inappropriate content. You are in the public domain, it's a very open environment."An obvious perk for advertisers is that"the public can't miss them". Another is they represent good value, with rent for a two-week billboard starting from hundreds of pounds.
Meanwhile, Simon Boon, director of billboard advertising company Airoutdoor - one of several which sold space to the group Led By Donkeys - said traditional billboard advertising"works beautifully" with online.Mr Boon said the company is apolitical, but believes in freedom of speech. "We said we will do this as long as there's no politics and swearing," he said."No obscenities, nothing which can be any way illegal or immoral. As long as it meets that criteria, we are happy to put it up."
The Advertising Standards Authority said billboard ads must not be misleading, harmful or offensive. However, it said it does not regulate political ads, so when campaign groups buy billboard space it is likely to be considered political and falls out of its remit.
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