Thought OOH was just for B2C? Think again, says Adam Kahansky of Broadsign: B2B brands can benefit from all the medium has to offer.
‘When it comes to real estate, it’s all about location, which applies to OOH too,’ explains Kahansky
It’s easy to become immune to the digital advertising deluge today, whether leisurely scrolling through Instagram or checking email on the job. To cut through the noise and capture consumer attention, B2C advertisers regularly tap into the physical world, understanding the true value of out-of-home (OOH) advertising. While the medium may seem like an obvious play for B2C brands, B2B marketers also benefit from it.
Not only can OOH capture the attention of target audiences at specific times and locations that business decision-makers frequent. It can also improve brand recall, with the medium 5.9 times more likely to deliver above the attention memory threshold than other ad channels. Digital OOH (DOOH) ads have also been proven to increase the odds that customers will research the brand on a phone, website, or social media sites, with an OAAA study revealing that 76% of participants acted after DOOH ad exposure.
In the case of B2B marketing, buying inventory around a convention center where a relevant event is being held, on a popular commuting route, or at transit hubs on the way to major business districts or industry events can be a smart tactic. OOH is actually one of the most powerful tools in a B2B marketer’s playbook, but capitalizing on it requires more than just slapping digital creative onto a billboard. Careful thought to location, dynamic creative, and data-driven targeting can mean the difference between an OOH ad that sticks with business decision-makers and one that falls flat.
When it comes to real estate, it’s all about location, which applies to OOH too. Thankfully, there are ample opportunities to reach B2B audiences with OOH throughout the day. Just like consumers, many business decision-makers frequent predictable spots, be it their commute paths, picking up groceries, filling up or charging their cars, or even waiting at the airport.
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There are also locations to consider near or at their place of work. Office building lobbies and elevators, convention centers, event halls, parking garages, and even local coffee and lunch spots are all potential B2B OOH touchpoints. When planning a campaign, identify the locations your core audience is most likely to visit and survey the best inventory in those areas to get your message across.
Take your location strategy one step further by using the geography of the screens you’ve chosen to make your ads feel more contextual, as 54% of adults are more likely to notice OOH ads when tailored to the location they’re in. Though more consumer-focused, LinkedIn’s ‘#DareToDiscover’ OOH campaign is a great example of what’s possible, using messaging such as “I want to be outstanding in a field. No, literally, I want to be out standing in a field,” on OOH inventory near Bryant Park.
Location is important, but catchy ad creative is equally imperative, which remains a challenge for many B2B marketers. One study showed 77% of B2B ads scored low for creative effectiveness, while another found that more than 60% of business decision-makers thought B2B ads lacked emotional appeal. OOH provides unique creative opportunities to reverse that perspective.
Its large, vibrant, and diverse canvas gives B2B marketers an opportunity to capture their audience’s attention in ways no other digital channel can. Payhawk, Ramp, Hiscox, and American Express are just a few businesses that have illustrated the power of smart, playful OOH B2B creative in the last few years. Using dynamic creative optimization (DCO), B2B marketers can also deliver more contextually relevant creative. Customizing bold creative based on real-time data triggers, or even tailoring it to the location of screens, can make for a bigger impact.
With the continued advancement of DOOH platforms, data is becoming easier to activate, unlocking new ways to enhance B2B OOH campaign targeting and performance, and ensuring a more connected omnichannel experience. Today, many DSPs let you activate data such as postal codes or CRM data cross-referenced with geo-location data to create high-intent audience segments.
Layered targeting is highly effective. For instance, you might use first-party data, then add third-party data based on foot traffic patterns or purchase intent. Using real-world data triggers like traffic flow or time of day can result in more impactful, relevant ads. There are myriad ways to employ data-driven targeting in OOH; all it often takes is a sync with your DSP provider to explore the opportunities.
With 2026 on the horizon, the ways business decision-makers consider purchases are still evolving. Making an impression requires a full-funnel approach that goes beyond mere search, display, native, and email ads. While these tools can be powerful, they’re best leveraged alongside OOH’s creative canvas of unending potential. With the right timing and location strategy, dynamic creative, and data-driven targeting, OOH ads won’t just start conversations; they can drive tangible business results.
Broadsign
Broadsign empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising...
