The audience of outdoor advertising continues to grow. According to a UN Study published in 2001, 60% of the world’s people will be living in cities by 2060 compared to just 50% in 2007. The trend is particularly strong in the developing world, where people are migrating in growing numbers towards large urban centres. At the same time in a recent article by Financial Times it is anticipated that more than 60% will live in cities by the year 2030.

Moreover, as evidenced by the Cyprus cars registration numbers, these have increased by almost 59% between 2003 and 2007 and Cypriots are becoming extremely mobile and are spending more time out-of-home.

As in many other countries of the EU, in Cyprus outdoor advertising displays are rapidly developing in city centres and along the main arteries of highly travelled avenues and streets. In the EU, based on a study performed by the Royal Automobile Association Club in the UK, it is shown that it takes drivers on average 37 minutes to commute from their homes to work. This is an increase of more than 200% between 1994 and 2004.

All the above findings – along with the growing fragmentation of the traditional media – point towards the direction of a bright future for outdoor advertising.

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Source: Ad Board Dynamic Research Unit