The Thomas Partnership: Banners & Building Wraps
'Big is Best’ in the world of advertising and the recent phenomenon of building wraps and banner advertising is likely to consolidate into the mainstream of Outdoor in the very near future. Until recently this media format has been the exclusive domain of small niche contractors with many, if not the majority, of advertisements displayed unlawfully. However, recent developments have seen major forces in Outdoor, such as Clear Channel and Maiden Outdoor, enter the market and this will enable them to offer advertisers multi format opportunities and reduce the risk of void periods.
For a landowner the advantages of this type of advertising is that big adverts can equal big revenue but at this time the market is too fragmented and undermined by a large quantity of unlawful or inferior quality sites. The UK market can probably best sustain a high quality package of some 10-12 ‘key’ sites nationally with a second tier of another 10-12 ‘add-on’ sites to mop up demand in exceptionally high demand periods or cater for local targeted audiences.
As with standard advertising hoardings it is particularly important to assess the full implications of any advertising agreement and certainly many of the agreements relating to building wraps/banners sites that are being presented to landowners are either misunderstood in their consequences or the landowners fail to recognise the need for an on-going media audit to ensure revue/profit shares are correctly calculated.
The Thomas Partnership is already very experienced with all facets of this market having acquired Fort Dunlop - The World's Largest Advertising Billboard (Guinness World of Records) - and with the securing of express consent for prime banner displays in Manchester and London. In addition, our development team have secured express consent for the UK’s first free-standing banner structure on the North Circular Road (A406).