Pool for reach. Location Domination for precision.
Every FACES campaign is planned one of two ways — or both at once. Here's what each model does, when to choose which, and how they combine. From 2027, both plan by week.
Pool campaign planning
Buy the audience.
Pool planning is automated. You set the region, the number of locations, and the timing — the system builds the placement that maximises reach and impressions across that region. You choose how much of a region to own. We optimise which frames deliver it.
Choose Pool when
- The goal is awareness — you need the most people to see the campaign, not specific people in specific places.
- The brief names a region — "everyone in the North", "island-wide", "the commuter belt".
- Reach per euro matters most — automated placement is the most cost-efficient route to frequency.
A typical Pool brief
"A four-week awareness push across Central North — as much reach as the budget buys."
Location Domination
Buy the ground.
Location Domination is precise. You hand-pick the frames for a specific area, audience or demographic — and those exact frames are yours for the campaign. Target gardens, schools, beaches, businesses — down to the frame beside the grocery store.
Choose Location Domination when
- You know where your audience is — parents at school gates, tourists on the seafront, shoppers at a retail park.
- Place is the message — presence outside your own store, your competitor's, or "300 m ahead on the left".
- A catchment is the market — a locality, a route, a neighbourhood you need to own outright.
A typical Location Domination brief
"Every frame within walking distance of our three outlets, plus the school run routes around them."
| Pool | Location Domination | |
|---|---|---|
| Who picks the frames | The system — optimised for maximum reach and impressions | You — exact frames, exact places |
| What you're buying | An audience across a region | Presence at the places that matter |
| Best for | Broad awareness, launches, always-on brand presence | Local relevance, catchment marketing, targeted demographics |
| The brief sounds like | "Everyone in the North" | "Parents at these five schools" |
| Planning unit | By week (2027) | By week (2027) |
| Pricing | Structured — frequency, season, network tier | Structured — hand-picked frames carry a premium |
A Pool base for reach. A Location Domination overlay where it matters most.
The two models are built to work together. An island-wide Pool campaign carries the awareness; a Location Domination overlay dominates the ground around your stores, your season, your audience. One campaign, one report — reach where you need everyone, precision where you need someone.
Want everyone in a region to see you?
→ Pool. Set the region and the weeks; the system does the rest.
Know exactly where your audience is?
→ Location Domination. Pick the frames; they're yours.
Big campaign, both needs at once?
→ Combine. Pool for the base, Location Domination on top.
Brief more complicated than either?
→ Tailor-made. Send us the brief — we build the plan around it.
Send the brief
Format(s) · region or audience · objective · timing · budget or frame count · artwork status · planning model — or just say "recommend" and we'll pick with you. Build it here in 2 minutes →
Get the number
A line-by-line quote within 2 business hours — 1 business day for complex multi-network briefs — with every discount layer shown. Same brief, same number, whoever asks.
Approve, and it's handled
We print, install, maintain for the life of the campaign, and remove at the end. No production charges — the quote is the price.
Ready when you are.
Full 2027 detail — including weekly planning across the whole network — arrives with the September Media Pack.
Planning something bolder? The €20,000 Creative Competition runs September to March.