We talked to Casey Binkley of Movia about its unique combination of truck advertising, analytics and retargeting abilities and he had the following to say.
First of all, how are you and your family doing in these COVID-19 times?
Casey Binkley: Things are good. We are trying to stay healthy and help others in need during these times. We are fortunate to be in a position to be able to help people that have been affected negatively due to COVID.
Tell us about you, your career, how you founded Movia.
Casey Binkley: I’ve been a serial entrepreneur since I was a teenager. I had some positive success and experiences as well as some negative ones. Entrepreneurship can test a person’s tenacity, but my motto has also been to be consistent and persistent, which is paying off.
Founding Movia, I was looking for my next endeavor to embark on. My previous company FastBrewing.com was humming along, and I was looking for the next challenge and opportunity. That’s when I stumbled into this space, and I love it. Nothing ventured = nothing learned.
How does Movia innovate?
Casey Binkley: We go the distance. By that, I mean our mobile ads are able to reach the right people at exactly the right time and place. We go where traditional OOH media can’t, whether that be suburban neighborhoods, rural roads, or dense city centers. And we get there by using our mobile retargeting technology to reach chosen demographics, at calculated times of the day, on specific roads.
Movia continues to evolve, just like the OOH advertising world that it inhabits, through the seamlessness of our advertising. Instead of being seen as just an ad, we become an extension of a brand, making people feel as though they’ve stumbled upon something great all by themselves.
How the coronavirus pandemic affects your business, and how are you coping?
Casey Binkley: The economy has been drastically affected by the pandemic, including the advertising world. Unfortunately, all mediums of advertising have lost funding, but OOH advertising specifically has been able to pull through in these tough times. Luckily, OOH is predicted to be one of the fastest advertising areas to recover over the next year. As government restrictions begin to ease, truck-side ads and other forms of OOH advertisements are being viewed more. Especially since outdoor experiences have once again been approved by the government, like visiting patios and parks, it has become much easier for us to display our marketing campaigns in areas where they will be easily viewed. Since consumer shopping habits have shifted so much over the course of the pandemic, we definitely have to take that into account when targeting specific locations with our trucks in order to get the most impressions. However, this process doesn’t come as a huge burden to us since we are used to changing who, where, and when we target consumers.
Did you have to make difficult choices, and what are the lessons learned?
Casey Binkley: I think everyone has had to make hard decisions during this time. For us, we are always trying to do what is best for our customers. We were off to a record start for the year, but that quickly changed with COVID. We needed to make decisions to help decrease our monthly burn so we could have the cash to weather the storm until advertising started to pick up again. Ensuring we act with the best intentions of our clients has helped us shine through in the long run.
How do you deal with stress and anxiety? How do you project yourself and Movia in the future?
Casey Binkley: Physical activity and meditation are my two main things for dealing with stress. I’ve always been active but started doing daily meditation about 2 years ago, and it’s been a game-changer for my entire life.
Who are your competitors? And how do you plan to stay in the game?
Casey Binkley: Companies like Truck Advertising, TSN Advertising, and Big Rig Wraps definitely keep us on our toes. However, I think that our unique combination of analytics and retargeting abilities put us ahead of our competitors. What makes us stand out is our targeting capabilities, strategic route selections, and low costs. But above all else, it’s our ability to think differently that keeps us competitive. Back in October, we created a customized dumpster truck in collaboration with Knix that encouraged women
to “stop trashing their periods,” and that toured around iconic landmarks in New York City. I can confidently say that inventive solutions like the Knix campaign are what keep us on top of our game.
Your final thoughts?
Casey Binkley: Hope everyone is doing well during these odd times, and make sure you try and help someone less fortunate daily.