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Four industries that all buy the same thing badly.
A school, a builder, a mall and a hospital each sell to a catchment measured in kilometres — and each is usually sold advertising priced for a city. These pages set out how the category is bought today, what actually drives the bill, and what we do instead.
Schools & Colleges
Enquiries for a school or college arrive in a narrow window, from a catchment that is measured in kilometres, not cities. Most education advertising spends against the whole city and hopes the right parents are in it.
Read the breakdown →For builders & brokersReal Estate
A buyer who books a flat almost always already knows the area. Real-estate advertising still gets sold as city-wide reach, which pays to be seen by people who will never drive to the site.
Read the breakdown →For malls & retailShopping Malls
A mall's catchment is a ring, not a city. Most mall advertising is bought as brand presence on big formats, when the job is getting a family a few kilometres away to choose this weekend.
Read the breakdown →For hospitals & clinicsHospitals
Most hospital demand is local and routine — a consultation, a scan, a delivery. It is decided within a few kilometres, and it is decided before the emergency. City-wide brand advertising rarely reaches that moment.
Read the breakdown →For restaurants, cafes & QSRsRestaurants & cafes
Most covers walk in from nearby — the offices at lunch, the apartments at dinner, the traffic that passes twice a day. That is a small, specific catchment, and it is the one thing city-wide advertising cannot buy.
Read the breakdown →Not one of these four?
The method is the same for any business with a catchment. Tell us the area, the dates and the budget.
