The webinar, sponsored by NEC Display Solutions, featured NEC’s recent staff addition, Graeme Spicer, formerly of ADCENTRICITY, and Steven Keith Platt of the Platt Retail Institute.
Spicer obviously brings with him a wealth of experience in that sector from his days with ADCENTRICITY, and Platt, with his background in marketing research, brought a wealth of interesting information about agency — and agency client — perspectives on DOOH advertising.
I know it’s a bit contradictory to say I was both surprised and not surprised by something, but that little factoid was one of those things that, when you first hear it, you’re surprised about, but then upon further reflection seems to make perfect sense.
In the newspaper website world, the race is on to tap into what’s being called the “hyper-local” market, or running news that appeals to a smaller geographic area and drawing interest — and revenue — from local advertisers who are looking for ways to advertise economically to just their local area, but in a broad and far-reaching manner.
So while I tend to think first that it’s the national brands that have the most money to spend on national campaigns and who might most want to drill down to specific niche audiences in ways for which DOOH is particularly well-suited … it makes sense upon further reflection that it might be the local advertisers and local “brands” that really will spend to reach local audiences on local DOOH networks.
And of course more small payments can quickly add up to be more than a smaller number of large payments — so maybe it behooves the DOOH advertising market to embrace the idea of thinking globally (or nationally) but acting locally.