Why has Intersection's Link kiosk advertising revenue dropped 15% month-over-month in the New York market?

Introduction

The recent 15% month-over-month drop in Link kiosk advertising revenue in the New York market for Intersection is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications for the business.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this drop coincided with any particular season or event in New York?

Why it matters: Seasonal fluctuations could explain the revenue drop and inform our solution approach. Expected answer: Information about any seasonal patterns or events. Impact on approach: If seasonal, we'd focus on strategies to mitigate seasonal impacts.

• Considering the specificity of the New York market, I'm curious about localized factors. Have there been any recent changes in local advertising regulations or policies?

Why it matters: Local policy changes could directly impact advertising capabilities and revenue. Expected answer: Information about recent policy changes, if any. Impact on approach: If policy-related, we'd need to adapt our advertising strategy to comply with new regulations.

• Given the focus on advertising revenue, I'm wondering about our advertiser mix. Has there been any significant change in our top advertisers or their spending patterns?

Why it matters: Changes in key advertiser behavior could dramatically affect overall revenue. Expected answer: Information about any shifts in advertiser composition or spending. Impact on approach: If advertiser-related, we'd need to focus on client retention and acquisition strategies.

• Thinking about the kiosk network itself, I'm curious about any recent changes. Have there been any modifications to the number, location, or functionality of the Link kiosks?

Why it matters: Changes in the kiosk network could directly impact advertising reach and effectiveness. Expected answer: Information about any recent changes to the kiosk network. Impact on approach: If network-related, we'd need to optimize kiosk placement and functionality.