Edge cleans up by scooping rival’s contracts

Washroom advertising specialists Edge Marketing has taken monopoly control of the UAE’s toilet ad market after buying out the contracts from rival firm Alternative Media Line.

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By  Tim Burrowes Published  June 19, 2005

Washroom advertising specialists Edge Marketing has taken monopoly control of the UAE’s toilet ad market after buying out the contracts from rival firm Alternative Media Line. Edge Marketing claims it is bringing in more than US$ 61,000 a month in ad revenue from its over 800 sites located at shopping centres, universities and bars throughout the UAE. The company, which bought the Alternative Media Line contracts last month, plans to consolidate the business in the short term before looking to expand in the UAE and other Gulf states. Stefan Cudby, partner and managing director at Edge Marketing, said he expected to see the business grow by 25% in the next year as more advertisers look to washroom advertising to sell their products. “It makes sense from a business point of view. The washroom ad market in the UAE is still small and one company can benefit from economies of scale,” he said. “You need volumes in order to make money. The cost of each unit is low and if you only have a few sites, it is not worth doing.” Advertisers pay upwards of US$100 per board per month to advertise in washrooms, making it a “cost-effective” form of advertising, Cudby said. Edge Marketing has secured sites at locations such as the JW Marriott hotel, Sharjah Mega Mall and the American University. Its clients include African & Eastern, EA Sports, Showtime and Chevrolet. The company, based at Dubai’s Media City, is looking to develop new forms of washroom advertising and is planning a move into advertising on beer mats.

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