The so-called “Godfathers of Effectiveness” Les Binet and Peter Field are credited as the original scholars of brand building with their “The Long and The Short of it” paper of 2013. And while few will argue with the rationale and reasoning in the publication, the practicalities of trying to manage both long-term brand building while balancing short-term activation campaigns (within ever tightening budgets) is unfortunately something no-one has all the answers to.
For many the budgets required for that “always-on” brand-building activity are prohibitive, particularly when it comes to OOH. As a result, many viewed the medium as one to deploy in tactical 2-week campaign bursts – as that was the way the platform was traditionally sold. The advent of digital OOH has opened almost infinite possibilities in how the medium can be bought tactically, with activations based on weather/temperature, daypart, pollen counts, traffic density and many, many more. However, OOH is the original broadcast medium. If a brand wants to be established in the mind of the consumer surely OOH is a fantastic way to present your company in a brand-safe, highly creative environment?
What if there was a way to buy a long-term presence across a wide array of DOOH screens, in multiple environments, reaching mass audiences, flexibly and at the sort of rate that makes you go “Wow!”?
Well, now there is.
We have no ties to any media buying point nor agency network, we have no share guarantees with suppliers and are not bound by any rebate-structured deals. Simply we buy inventory from site owners, bundle it up and resell those packages to our clients. Our clients get the benefit of phenomenal discounts and a simple way to buy their branding campaigns.
If that sounds interesting drop me a line firstname.lastname@example.org