For many UK businesses, traditional out-of-home (OOH) advertising remains out of reach. High costs, long-term commitments, and limited access to advertising inventory often leave smaller businesses relying heavily on digital marketing and social media to promote their products and services. There’s no doubt that digital marketing can be highly effective. The sector continues to grow rapidly, offering businesses powerful tools to reach and engage customers online. However, OOH advertising still plays a vital role in the marketing mix, delivering real-world visibility, brand credibility, and local audience engagement that digital channels alone cannot always achieve. At Advercado, we’re working to change how businesses access OOH advertising. Our mission is to build a marketplace of independently owned advertising spaces, creating affordable opportunities for businesses of all sizes. By providing tools for anyone to sell advertising space – whether it’s a shop window, community noticeboard, billboard, vehicle billboard, banner location, or something entirely unique – we’re helping unlock advertising opportunities that have traditionally been unavailable to smaller advertisers. Of course, many of these advertising opportunities require high-quality printed materials to bring campaigns to life. From posters and banners to signage, flyers, and promotional displays, print remains a crucial part of the OOH ecosystem. Advercado was set up in 2020 by Joe Reid and Will Booth as a way for small businesses to find affordable advertising. Six years later the company is reaching out to printers to help local businesses utilise PSPs. In this article, Reid tells about the thinking behind this venture Creating New Opportunities for Local Printers That’s why we’re reaching out to printers across the UK. As Advercado grows, we want to create new opportunities for independent print businesses to connect with advertisers and advertising space owners alike. By becoming a vendor on Advercado, printers can showcase their services to businesses actively planning advertising campaigns, opening the door to new enquiries, new customers, and long-term growth opportunities. But there is a bigger opportunity here than simply generating new enquiries. The print industry itself is changing, and businesses increasingly expect the convenience of ecommerce when purchasing printed products. That’s where many independent printers face a challenge – and where Advercado can help. 35 www.printmonthly.co.uk Issue 361 - July | August 2026 CLOSER LOOK | JOE REID, ADVERCADO If an advertiser wants to run a campaign in a specific area, they should be able to find and book local designers, printers, and installers just as easily as they would with a national provider
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