Vendor selection is the most critical factor to the resulting value and success of a wildposting / wheatpasting campaign.
How to Buy Wildposting / Wheatpasting Media.
1. Get the sales spiel from the vendors that appear experienced and reputable.
2. Be sure to ask which of the three package-types is being quoted (see below).
3. Then contact OMC Outdoor for objective planning analysis and vendor recommendations.
Wildposting is packaged in three very different program types:
Guaranteed Visibility – The vendor is obligated to maintain visible posters on the number of sites purchased around the clock throughout the entire flight, similar to traditional outdoor signs and billboards. This is the only program type that ensures value, success, and accountability.
Daily Maintenance – The vendor is obligated to perform site inspections at least five days per week. This does not guarantee visibility around the clock, but at at least ensures visibility at sunrise each day.
One-Time “Refresh” Postings – The vendor is only obligated to post a specific number of sites (or number of posters) one-time. Executions are usually completed within three to eight hours. Once the POP pic is taken the vendor bears no further obligation with regard to visibility, maintenance, or even picking up posters that fall onto the sidewalk after a rain shower. Some vendors include a specific number of “refreshes” with standard price quotes, while others charge full price for each refresh. Most vendors avoid the subject entirely because they prefer the buyer not be aware of this important level of detail.
Don’t Ever Buy the “One-Time-Post Refresh” Wildposting Program in New York.
In this example the unsuspecting media buyer for the furniture brand, ORIOR, purchased a one-time-post wildposting campaign in NYC from a typical wildposting vendor. On or near Friday, May 19, 2023, the buyer received a POP Report showing the ORIOR poster plastered all over the six poster sites on 2nd Ave below 14th St, and the buyer was likely thrilled with the vendor’s performance.
Site #1 (2nd Ave & St Marks Pl)
Unfortunately, the buyer did not expect the other five sites looked like this only two days later, Sunday, May 21, 2023.
Site #2 (2nd Ave & E 12th St)
Site #3 (2nd Ave & 9th St)
Site #4 (2nd Ave s/o St Marks)
Site #5 (2nd Ave & 7th St)
Site #6 (2nd Ave & 2nd St)
Nor did the vendor warn the buyer that one-time postings do not include removing fallen posters that turn into urban blight and damage the brand’s image.
Grand & Wooster (ORIOR’s retail store neighborhood)
Buying Wildposting in New York and Los Angeles
Never purchase One-Time postings (periodic refreshes) when buying wildposting in NY or LA. Wildposting vendors cover over each other’s posters three times per day on the most popular sites. in order to have a 50/50 chance of your poster being visible around the clock for even a single day you would have to purchase (2) one-time postings for that single day.
Wildposting Markets Other Than NY and LA
One-Time postings have a better chance of delivering value in markets other than NY and LA. Markets such as San Francisco, Seattle, Portland, Houston, Dallas, Chicago, Philadelphia, and Boston, usually deliver reasonably good value with only 2 reposts per week. Smaller markets usually deliver good value with only 1 repost per week.