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Digital marketing agencies—if you’re not offering out-of-home (OOH) advertising to your clients, you’re missing a major opportunity to expand your own revenue, get stickier with clients, and stand out in a crowded market.
Here are 5 reasons why adding OOH as an offering can fuel your agency’s growth:
1. Differentiate from Competitors
In a digital-first world, OOH is a unique addition that most agencies aren’t offering. OOH complements digital advertising channels with making campaigns omnichannels by filling in the gap of real-life ads. By integrating measurable OOH into your strategy, you’re showing clients you understand the full spectrum of modern media and can deliver a truly omnichannel experience. This differentiation can be a game-changer when it comes to winning new business and retaining existing business.
2. Increase Your Revenue Streams
Adding OOH opens up a whole new revenue stream for your agency. Your Account Executives or Business Development teams do not have to be OOH experts, finding expert partners can help with education and bridging the OOH knowledge gap. From designing creative work to strategizing billboard and transit ad placements, there are multiple opportunities to generate ancillary income complementary to your core offerings. OOH budgets are often substantial, meaning more value from each client relationship and potential for deeper integration to paid ads, SEO or other parts of a marketing plan.
3. Drive Long-Term Client Retention
OOH campaigns are inherently long-term and highly visible, giving clients a sense of permanence and commitment.
If you offer SEO services, OOH campaigns can add brand exposure where we've seen some clients report a 15% increase in organic traffic combined with SEO work because of the branded search term a viewer will go search for when they have a chance to. By offering OOH, you’re creating long-lasting campaigns that clients will rely on to anchor their brand presence. This fosters client loyalty and deepens the agency-client partnership.
4. Leverage Data to Show Impact
Today’s OOH is data-driven and measurable. With advanced targeting and audience insights, you can deliver similar analytics-driven reporting clients expect from digital campaigns. Aligning OOH reporting, which can include a list of individuals who were exposed to each ad based on geofencing ad locations and using Mobile ID (MAID) technology, helps you give a wider analytical picture to clients. That reporting includes a list of the anonymous MAIDs, which can be used to retarget digital ads to those exposed to OOH ads, delivering another potential revenue opportunity for your agency to manage.
5. Expand Cross-Selling and Upselling Opportunities
Once OOH is part of your offering, you have new opportunities to upsell and cross-sell clients on integrated campaigns that span multiple advertising channels. Imagine pairing a targeted digital ad with a high-visibility billboard or transit ad—it not only maximizes the client’s reach but also increases your agency’s role in their brand’s success.
The bottom line is that OOH is no longer just a “nice to have”—it’s a powerful tool to expand client offerings, grow revenue, and make campaigns stick. If your agency isn’t looking at OOH, now's the time to change that.