Fleischer Says Blip Democraticizes Out of Home Buying

Daniel Fleischer, General Manager, Blip Canada

Last week Blip appointed Daniel Fleischer as General Manager Blip Canada and VP of International Publisher Marketing.  Insider talked with Fleischer about automated out of home buying.

How did you get involved with the out of home business

I was introduced to it by the folks at Broadsign 10 years ago.  I was doing North American Sales there.  Then I was the first commercial hire at Ayuda.  I did the sales thing, then general business development and added the marketing hat.

What attracted you to Blip?
I had been following Blip for about two years.  I was turned onto them by Yesco…I remember telling my colleagues that this company Blip probably has the most interesting and effective approach to local demand generation I’ve ever seen…I followed them…It was a natural fit…

What will you do for Blip?

I’m wearing three hats.  (1) As a general manager of Blip Canada I’m going to be driving the success of that business.  (2) I will have a general marketing role bringing Blip to the world. I come from a family of educators so this is important to me. (3) I will work with the leadership team to help to set up other international offices.
 
On Out of home in Canada

It’s much more consolidated.  It’s dominated by the top 3-4 players, as well as excellent independents that together give us amazing national coverage across Canada. If you can bring a solution to the top 10-20 players, then Blip will have unlocked the power of small and medium sized business demand to the Canadian OOH community at scale.

You’ve said that Blip does not cannibalize out of home revenues.

Everybody talks about new technologies.  But with the emergence of new technologies that improve accessibility what ends of happening is that existing channels start overlapping, and that’s just taking from the same pot of money …What struck me about Blip is virtually all of the demand that they’ve generated over the past two years is exclusively from small businesses.  It’s not worth the time of the out of home sales person to go after a dry cleaning business that’s only going to spend a couple hundred bucks a month.  There’s this minimum threshold which the out of home industry does not sell to.  Blip brings in that segment.

On how Blip democraticizes out of home buying.

The democratization of the space to me means ensuring equal access to all buyers, whether you’re a specialist, whether you’re a digital buyer, whether you’re a small and medium sized business buyer, whether you’re a consumer buyer.  That’s how you drive the value of the asset up.
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