{"id":11380,"date":"2018-09-24T17:10:42","date_gmt":"2018-09-24T16:10:42","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&p=11380"},"modified":"2020-08-24T16:40:03","modified_gmt":"2020-08-24T15:40:03","slug":"is-it-big-enough-to-be-small-enough","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2018\/sep\/is-it-big-enough-to-be-small-enough","title":{"rendered":"IS IT BIG ENOUGH TO BE SMALL ENOUGH?"},"content":{"rendered":"
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\r\n Raw awareness. Once upon a time, you could buy it by the bucketload, like tripe in a Lancastrian mill town. <\/blockquote>\r\n \r\n \t\t\t <\/div>\r\n \r\n
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The challenge wasn’t so much reach, it was precision. Now the funnel is inverted. We can be as precise as a Pyrenean truffle hound (and, if we over-retarget, can begin to resemble one), but mass coverage \u2013 well, that’s a more elusive beast.\u00a0

In a way, it is ironic that the programmatic sniper’s rifle has become more of a commodity than the broadcast blunderbuss. However, to portray the media choices now facing brands as polarised between ‘mass’ and ‘micro’ would be a gross oversimplification. That’s because the ‘old’ media formats have become nearly as fragmented as the new alternatives.<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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Take posters.<\/h4>\n <\/div>\n<\/section><\/div>\n\n
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Twenty-five years ago, a heavyweight poster campaign consisted largely of paper-and-paste 48 sheets, local 4 sheets and, perhaps, a smattering of 16 sheets if you were selling super-strength lager. Technology has changed all that. A heavyweight poster campaign now resembles a minestrone of formats, including digital out-of-home D6s, DEPs, landscape large format DOOH, extreme landscape large format DOOH, mega 6s, supersides, DX3, Transvisions, Superlites, main station motions, digiwalls, AdGates, staion takeovers, bus wraps etc, etc, etc.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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This is before we mention all the super-sites, such as Piccadilly Lights, Imax, The Eye Holborn, The Birmingham Media Eyes, the Liverpool Media Wall et al. After all this, there can sometimes be insufficient budget left for a critical mass of old-school 6, 48 and 96 sheets. Television is not dissimilar, with a sprawl of diffusion brands and their +1 back-ups. And print ushered in the dissolution of the media with the supplementisation of its product way back in the 1980s.<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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