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In the ever-evolving landscape of advertising, place-based media is a great opportunity to connect with audiences in a more authentic and meaningful manner.  Rooted in the very essence of location and surroundings, place-based media harnesses the environment to convey messages, evoke emotions, and create lasting impressions.

Place-based posters allow you to reach your target customers where they live, work, play, and pray.  Honing in on Moderne's large network of venues nationwide, we can execute these interior poster placements in a variety of venue types such as:

  • Barbershops
  • Convenience Stores
  • Supermarkets
  • Nail Salons
  • Hair Salons
  • + so many more

Place-based media campaigns have a unique capacity to engage consumers on a profound level.  Here's why this approach matters:

Contextual Relevance: Place-based media ensures that advertisements are contextually relevant to their surroundings.  When an ad resonates with the environment it's in, it becomes less intrusive and more seamlessly integrated into the viewer's experience.

Enhanced Engagement: By utilizing familiar surroundings, place-based media can capture attention and foster deeper engagement.  It's like striking up a conversation in a familiar setting rather than an unfamiliar one; the comfort of the environment can make all the difference.  Adding a QR code can further engage your desired demographic and add multiple touchpoints to your campaign.  A QR code can lead users to a website, app, microsite, or social channel allowing you to create a measurable call to action.

Targeted Reach: Place-based media allows for precise targeting.  Ads can be tailored to specific locations, ensuring that the message reaches the right audience at the right time. This precision can be especially advantageous for brands that want to reach hyper-targeted audiences or underserved communities.  By leveraging the physical environments and locations where your potential consumers frequent, campaigns can deliver tailored messages and experiences that resonate on a deeply contextual level. 

Place-based media ensures that messages are seen by the right people in the right place and time. This precision is particularly valuable when reaching under-served communities, as it allows brands and organizations to address local issues, promote relevant resources, and build meaningful connections within these often-overlooked demographics.  In doing so, place-based media not only serves the unique needs and interests of these communities but also fosters a sense of inclusion and engagement that traditional, mass-market advertising often struggles to achieve.

One notable example of a place-based media campaign is the Los Angeles County Small Business Economic Grant Program.

Campaign Overview:

In partnership with Lendistry, Moderne Communications executed a place-based poster campaign promoting LA County's Economic Opportunity Grant Program across five (5) Districts in LA County. 

Key Elements of the Campaign:

The goal of this campaign is to reach local small business owners and drive grant applications to support grant access for businesses impacted by COVID-19.  Moderne’s team installed one (1) poster at 247 total community venues. Venue types include convenience stores, coffee shops, restaurants, barbershops, hair salons, and nail salons.


Promote the LA County Opportunity Grant Program and create a pathway to economic success and empowerment for small business owners throughout the region who were negatively financially impacted during the COVID-19 Pandemic.

Impact and Results:

The campaign resulted in 6,384,950 total impressions, over 247 unique media placements, over $54 million dispersed across 6,800 grants to LA businesses.

In a world where advertisers constantly seek innovative ways to capture our attention, the concept of place-based media can make a big impact on your marketing strategy.  Our OOH experts will help you plan, buy, and activate your targeted grassroots advertising programs.  Reach out to us today for a complimentary consultation.

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Post by Moderne Communications
Nov 1, 2023 12:33:00 PM