Romania has too much outdoor advertising, and the market needsto be regulated in order to bring bigger revenues both toadvertisers and to local budgets, says William Eccleshare, chairmanand CEO of American group Clear Channel International, one of theworld's leading players in outdoor advertising.
In Romania the group ranks fourth, with a 10% market share,after Epamedia (Austria), Affichage (Switzerland), and News Outdoor(USA). "Romania has got quite a strong outdoor market. Outdooradvertising accounts for a significant share of the media mix, over10%, which is quite high compared with European markets, where itusually amounts to 5-10%. But this market needs regulation, order,and control. There are too many billboards that do not benefit theauthorities or advertisers in any way," William Eccleshare told ZFin an exclusive interview. He gave the example of the large numberof billboards he saw on his way from the Otopeni airport toBucharest.
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