Regional or national – that is the question…?

Digital signage in cinemas offers companies the opportunity to get their message across to a wide audience, and can provide an additional boost to their pre- or post-screen advertising spot.

A key decision is the choice between regional and national reach. Both strategies have advantages and disadvantages that need to be carefully weighed up depending on the target audience, budget and campaign objective.

 

Regional reach: local and targeted A regional DOOH campaign is particularly suitable for companies that want to advertise in specific cities or regions. This can be beneficial for retailers, local service providers or events. The benefits:

Targeted approach: Regional advertising reaches the exact local target audience.
Lower costs: Advertising space at a regional level is often cheaper than national campaigns.
Flexibility: Content can be adapted to regional characteristics or seasonal events.

 

National reach: National DOOH campaigns are ideal for companies with a supra-regional or national presence. They are particularly suitable for brands with a broad target audience or product launches. Benefits:

Maximum visibility: Advertising messages reach a large number of people in different cities and regions.

Brand awareness: A national presence strengthens the image and ensures high brand recognition.
Standardised campaign: Consistent messages across multiple locations build trust.

 

Making the right choice The decision between regional and national reach depends on a number of factors:

Target audience: Is the target audience local or national?
Budget: How much is available for the campaign?
Objectives: Is the aim to strengthen the brand or to reach a specific target group?

In many cases, a combination of the two can make sense. For example, national campaigns can be reinforced with regional additions.

With digital control, digital signage offers the flexibility to dynamically adapt campaigns, whether they are regional or national. Ultimately, the right choice depends on individual business objectives and the desired advertising impact.