by Nick Coston
Every so often I like to have a look see at websites of OOH media owners, especially all the expanding digital place based networks. They all have shiny bright screens with major brands or local events running, clean site lines and on occasion even some full motion action.
It’s all really nice stuff as we say.
Their collateral material all have nice colors, touting their incredible audience numbers and market coverage.
All good, all outstanding selling points.
Except one thing, one constant theme that runs through most of these networks.
They love to use the term “premium”. Regardless of the actual location, in or out of a retailer, it’s all described as “premium inventory”.
Back of a store? Premium. Facing a sidewalk on an overly quiet side street? Premium. Bathroom screens? Premium.
At the side of bar, below big screen TV, premium. Screens as you stand in line outside at the movie theater?
You guessed it premium.
Which begs the question, is there any “non-premium”?
I tested this theory a few weeks ago when evaluating a few networks for a DOOH media plan. I asked the rep “since your inventory is premium, and your rates seem to reflect that, might you have any “non-premium” inventory at lower rates? Maybe I’ll recommend those.
Crickets. After a bit of awkward silence he carefully stated that ALL of their inventory was premium.
Good answer.
While what is or isn’t premium is purely an opinion, not based on anything factual, I thanked the rep and made my notes.
As fanatical cheerleader for all things OOH, when selling the industry as a whole, it’s all premium. I’ll sell that all day, everyday. Everything, from a digital transit shelter on 5th Ave in NYC to a digital 55″ screen all by its lonesome in a mall parking lot, it’s all premium.
We are a premium product, never mind where is located or how many people are looking at it.
I believe the more we realize that all of our assets are premium, our value as an industry rises as should our rates, and subsequently our revenues.
You’re all premium, babeees!
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