The Thomas Partnership: Agency
For new or existing sites which are subject to expiring agreements.
As all clients have unique management objectives, so each site is unique and requires individual analysis. So too the Outdoor contractors, who will require sites to compliment their existing portfolio ‘spread’ and geographical weighting for specific Hoarding Types. It is a misconception that all sites have necessarily the same value to all contractors and are broadly comparable.
The initial analysis needs to focus on the site characteristics as relevant to Outdoor media. For example, is there visibility from a motorway or an A road - essential for the higher value large format lightboxes, whereas even a B or some unclassified roads can be suitable for the ubiquitous ‘paper and paste’ product. Other material factors include, the distance over which it can be viewed, is it splayed towards the on-coming traffic to enable clearer viewing, is it illuminated, are there any major obstructions etc. etc. Town Planning is usually the greatest hurdle to overcome in developing new sites and the planning history may be critical in maximising the potential of any existing site.
It is also relevant to consider the practicalities of accessing the site, for example is access over an adjacent landowners property required. If it is then a wayleave payment may be due which will need to be deducted from the gross value. On the other hand, is anyone accessing a panel over your land and are you receiving a wayleave payment. If not, you probably should be. Even Health and Safety considerations will influence the viability of a site if expensive posting platforms or decking is required.