Today's marketers are coming around to the fact that they need to shake up their tactics.
Digital display, email outreach, and social media channels are not delivering the same reliable performance. There are plenty of macro reasons for this - digital exhaustion, changes in privacy tracking, social channel adoption - but regardless of the why, the fact is B2B marketers need to find a new mix to deliver results for the business.
That’s where out-of-home advertising is stepping up in a big way. New technologies are proving to B2B marketing leaders that out-of-home campaigns are precision-targeted, data-driven, and measurable.
There are plenty of longstanding myths floating around about OOH - the targeting capabilities, the cost, the format, and the timing. In this blog, we’ll dispel those rumors and show how out-of-home 2.0 can make up for performance gaps in your B2B marketing plan.
Today’s B2B go-to-market leaders are working through a challenging landscape. They’ve got smaller teams due to layoffs and a boatload of new AI technologies to try to understand and leverage. They are working with a smaller budget to reach a landscape of companies that also have smaller budgets to spend on tools and tech.
It’s not an era of big bold moves.
It’s also not the time to stick your head in the sand and just keep plugging away using the same tactics you have for years.
Today’s b2b marketing leaders needs to be:
And the channels they choose need to mirror these qualities too. Contrary to popular belief, OOH advertising is emerging as a channel that fulfills these needs (when executed in a modern way using new targeting and tracking capabilities).
Most B2B marketing leaders don’t consider out-of-home a viable option to drive growth or meet goals. With good reason.
In a recent presentation with the marketing community ClubPF, fractional CMO Amber Stevens Picotte shared an anecdote along these lines. She recapped a 2022 conversation with the C-suite of a previous employer that reflected some long-standing assumptions about out-of-home advertising.
Here’s a clip:
These misconceptions are completely valid because they're formed from of real experiences. For a long time OOH didn’t have the right price point, targeting options, measurement capabilities, or media mix for a B2B marketing leader to seriously consider it as a performance channel.
Until now.
The time has come for the redemption story we promised you. Out-of-home advertising is having a major moment across the B2C and B2B markets. Here are some macro reasons why:
OOH check all these boxes. It is a medium that delivers a shared experience, communicates one-to-many, lives outside of your screen, and builds brand authority.
But can it be strategically implemented and tracked? That's a critical factor for performance marketers. Now it can - with platforms like OneScreen.ai and it's proprietary targeting and measurement technology.
The OneScreen.ai platform enables performance marketers to run smarter, more efficient, and more successful OOH campaigns. In the demo below, OneScreen.ai founder Greg Wise introduces the targeting capabilities within the platform. Watching this brief video, you’ll understand:
Out-of-home campaigns don’t have to be looked at as casting a wide net just to get some eyeballs. This proprietary targeting technology enables you to put together a really precise campaign, with measurable results.
To measure the success of every campaign, OneScreen.ai uses Mobile advertising IDs (MAIDs), to track individual devices. We shared how this works in a recent blog post:
“OneScreen.AI's platform exposes mobile devices that entered the inventory's viewable area and identifies which of those same devices took the desired action within the lookback window. If the objective of the campaign is "visiting the website", OneScreen would identify how many of the devices that encountered the billboard also visited the website within the designated lookback window.”
Using this tracking system, the OneScreen.ai team can report out a holistic view of campaign performance for our clients. This includes the following metrics:
OneScreen.ai technology has brought OOH measurement capabilities up to par with other marketing channels. It's giving a longstanding advertising medium an exciting redemption story.
Embracing OOH 2.0 is all about making data-backed decisions and removing intuition and guesswork. Using the data from all the campaigns run on the platform, OneScreen.ai has built an extremely intelligent database of data and learnings so every out-of-home campaign is more precision-targeted than the last.
Understand how to put this powerful medium to work for your business, with a free media plan.