Outdoor market will require €20-30 mln

Representatives of the outdoor advertising industry believe that it is very important in the development of this area that City Halls be more involved in the evolution of outdoor advertising. Also, by changing street furniture, outdoor advertising can become more esthetic and targeted, according to market players.

“At this point, outdoor advertising in European countries means more than unesthetic and common billboards all around the cities, making them ugly,” Palaz said. He added that street furniture is another level for outdoor advertising. The involvement of Bucharest City Hall is necessary, which can help the projects become more fluid through the organization of auctions. Outdoor companies would have the chance of complying with European standards.

Palaz believes that the optimum number of billboards for Bucharest is 10,000, but the number is much higher. One of the concepts still unknown in Romania is Cyclocity, bicycle parking.

The outdoor market leader is due to change in the coming days, following the acquisition of three companies from Multireklam group by Affichage Romania, part of Affichage Holding. Lucian Palaz did not confirm this transaction. Affichage Romania is the local representative of DJDecaux, world leader in street furniture. News Outdoor and Klass Advertising are the other two players on the market.