For marketers employing Account-Based Marketing (ABM) strategies, the challenge can be breaking through the daily barrage of digital ads targeted at your prospects from other brands and competitors. Out-of-home (OOH) advertising offers a unique opportunity to stand out.
Integrating OOH ads, including billboards and digital out-of-home (DOOH) ads, into your ABM tactics can deliver precision targeting and measurable results, enhancing your brand’s visibility and recognition in key business and residential areas.
Precision Targeting for High-Value Prospects
Digital ad fatigue is real. One of the primary benefits of OOH advertising is the ability to reach high-value clients in the real world where they live, work, and travel frequently. When they see your digital ads, your brand is top of mind from the added exposure from OOH.
Imagine your brand’s message displayed prominently on a well-placed billboard during your target audience’s daily commute or strategically located DOOH ads in target-rich financial districts. This precision planning is possible using over 30 data sources and the most comprehensive directory of OOH inventory on the market to ensure that your ads are seen by the right people at the right time, creating a memorable impact on those who matter most.
By sharing a list of your top target prospects, We can map transit ads for those commuting from home to work or in potential high-traffic locations knowing your audience will see your brand and message. We can plot out where to have mobile trucks with custom creative ads parked outside of your main prospect’s offices.
Case Study Highlight:
Guided by OneScreen’s strategic planning, a leading investment management firm utilized DOOH advertising in high-traffic financial districts and affluent residential areas across 3 cities.
The result? A 20% increase in website visits from the targeted areas was directly attributed to the strategic placement of DOOH ads (measured using a control group for those who were exposed to OOH ads and those who were not).
Enhancing ABM with Real-world Marketing
OOH advertising doesn’t just enhance visibility—it complements your digital marketing efforts by providing an offline touchpoint.
OOH has a halo effect on other marketing efforts. One brand OneScreen worked with ran a four-week campaign outside of Boston.
They saw a 40% increase in search volume during the campaign and a sustained 15% uplift for three months after.
The OOH visibility stuck, even when the billboard came down.
OOH provides a brand lift that lasts as part of an omnichannel ABM approach.
Case Study Highlight:
A multinational bank launched a geofenced OOH campaign around key competitor branches and during financial events. This hyper-targeted approach resulted in a 15% boost in new account sign-ups from individuals exposed to the ads, showcasing the power of precise targeting.
Real-Time Measurement and Engagement
One of the most compelling aspects of OOH advertising with OneScreen is our ability to deliver real-time, measurable results. Technologies like geofencing and beacon technology allow you to track and analyze ad performance with precision. You gain insights into physical interaction and interest by measuring foot traffic and dwell time around OOH ad locations.
We can provide mobile IDs (MAIDs) of the anonymous cellphone exposure to ads by geofencing a location for retargeting after a campaign runs, extending the brand exposure.
Case Study Highlight:
An insurance company, employing beacon technology, integrated OOH advertising within business parks and commuter routes. The campaign achieved a 30% lift in brand consideration among their targeted demographic.
Measuring OOH Effectiveness with Data-Driven Insights
Marketers are used to measuring digital channels. To demonstrate the effectiveness of OOH advertising, these are a few tactics we utilize to provide ROI metrics from OOH:
- Geofencing and Beacon Technology: Track location-based audience exposure and engagement in real-time to deliver retargeting ads to after the initial OOH campaign.
- Foot Traffic and Dwell Time Analysis: Gauge physical interaction and interest around OOH ad locations.
- Digital Integration: Measure online actions post-OOH ad exposure to assess engagement. By using control groups who were not exposed to ads, we can measure lift or specific web conversions from the audience who did see the OOH advertisements.
- Surveys and Interviews: Gather qualitative and quantitative feedback on ad recall and brand impact.
- Performance Comparisons: Analyze ad performance against sales data and other KPIs to assess business impact.
Out-of-home advertising is more than just billboards; it’s a strategic ABM tool that can get your brand directly in front of your buyers. OOH is always on. OOH combats digital ad fatigue and compliments your digital marketing to deliver omnichannel exposure to your prime prospects.
Talk with our team today to learn how you can leverage strategic OOH advertising as part of your ABM activation.