Most ABM programs today follow the same formula: run display ads, send LinkedIn messages, retarget with paid social. It works. But it’s also crowded and easy to ignore.
That’s where out-of-home (OOH) advertising comes in. On June 10, we hosted a conversation with Corrina Owens (Fractional ABM Leader), Austin Sandmeyer (Head of Growth at Sendoso), and Greg Wise (Founder & CCO of OneScreen) to explore how modern marketers are using OOH to get real-world attention from target accounts.
If you’re running ABM and not using out-of-home, here’s what you’re missing.
Out-of-Home Breaks Through the Digital Fatigue
Corrina explained it perfectly. Most B2B buyers expect to be targeted online. They do not expect to see your message on a billboard near their office or in an elevator screen at their HQ. That surprise alone gives OOH an advantage. It catches attention because it breaks the expected pattern.
What makes it powerful is not just novelty. It is how you connect it back to the rest of your marketing. Corrina shared how she once paired a Super Bowl ad with billboards in cities where the ad aired. The digital and real-world touchpoints reinforced each other. If you’re already running a campaign, OOH can give it more reach and staying power with the accounts that matter.
OOH Can Be Used Across the Marketing Funnel
Most marketers think of out-of-home as top-of-funnel. That’s only half the story.
Austin shared examples of using OOH to accelerate deals already in motion. When only one stakeholder is engaged, you can use OOH to build awareness across the rest of the buying committee. Whether it’s targeting execs near their HQ or placing ads near a conference your decision-makers are attending, you can get more eyes on your brand at the right time.
The key is knowing where your buyers are and matching the message to the moment. OOH gives you a way to show up in their world, even if they have not opened your emails or clicked your ads.
The Right Data Makes OOH Targeted, Not Broad
Greg broke down how smart OOH targeting works today. It starts with clear ICP definition, but it does not stop there. His team at OneScreen uses geo-location data, mobile device activity, and demographic overlays to figure out where decision-makers live, work, and spend time.
Want to reach CFOs in Boston who drive to the Financial District and stop for lunch at the same café every week? That is possible. You are not guessing. You are using real data to put your message in front of your exact audience.
OOH is no longer a brand play without targeting. It can be precise and layered with your ABM tech stack to support awareness, influence, and conversion.
Budget Is Less of a Barrier Than You Think
Many marketers assume OOH is expensive. But as Austin pointed out, most teams spend more on underperforming LinkedIn and display ads than they realize. When you look at cost per real impression or influence on deal velocity, OOH often comes out ahead.
There are also more options than just a large billboard. You can run digital screens, LED truck ads, elevator screens, or transit ads. The price depends on your location, format, and duration. Vendors can help you model your spend and show what it would take to reach your top accounts.
Start by talking to someone in the space. You might realize it’s a smarter use of budget than another quarter of paid social.
Great Campaigns Combine Digital, Physical, and Experiential
The best ABM programs do not pick one channel. They create connected experiences across digital and physical touchpoints.
Corrina shared an idea where a billboard promotes a cold calling theme, followed by an invitation to grab a cold brew coffee from a nearby pop-up.
Austin described a campaign where his team placed a billboard near a company’s HQ, sent direct mail to each buying committee member, and layered in digital ads with the same messaging.
Greg added even more. OneScreen has driven LED trucks directly to target accounts, swapping out creative depending on who they are meeting that day. One campaign even had sales reps following trucks to close pizza shop deals in person. It is bold, but it works.
You are not just showing an ad. You are creating a moment your prospects remember.
If You Want to Try OOH in your Account Based Marketing, Start Here
If you want the full breakdown with examples and ideas you can steal, watch the full webinar here.
This is not about replacing your ABM strategy. It’s about improving it by showing up where others are not.
We ended the session with one-sentence advice from each speaker.
- Corrina: Know what you can measure and use it to justify the next campaign.
- Austin: Tie your OOH to a real-world experience because people still buy from people.
- Greg: Make sure your whole team, including leadership, is aligned on the goal and what success looks like.
If you are testing out-of-home for the first time, use data to guide placement, integrate it with your existing channels, and set expectations internally. OOH works best when it is part of a broader experience, not a one-off experiment.
See how you can include OOH in your ABM efforts by talking with our team of experts here.