Distressed inventory is one of the best-kept secrets in Outdoor advertising. These are quality Billboard Advertising and digital screens that haven’t yet been sold for a specific period. Rather than leave them empty, media owners often release them at heavily discounted rates—sometimes days or weeks before the campaign start.
For flexible advertisers, this creates a huge opportunity. If you can move quickly with ready to go artwork and a clear geographic brief, Discount Advertising can often place you on sites that would normally sit far outside your budget. You enjoy the same audience reach as full rate advertisers but pay significantly less.
The key is preparation. Have generic, evergreen creative that can run any time of year—brand awareness, core services, or “always on” offers. When a distressed opportunity appears, we simply plug in your artwork and switch on.
This strategy is particularly powerful for categories that don’t rely on fixed dates: professional services, education, healthcare, recruitment and brand campaigns. By building distressed inventory into your media plan, you gain extra reach and frequency without increasing your base budget.