Digital Out of Home Advertising for B2B Branding

Maximize B2B ads with DOOH advertising. Reach targeted audiences with impactful digital ads. Explore DOOH event targeting with Advant Technology.

DOOH (Digital Out-of-Home) advertising is often perceived as a primarily B2C channel, but B2B brands should not overlook its potential to target B2B decision-makers. 

With the right strategy and execution, DOOH can drive significant results for B2B companies looking to break through the noise and make an impact in their industry.

Digital Out Of Home can be a real asset to any company's marketing strategy. But if you're not seeing the results that matter to your business, it might be time for a change in strategy using a specialist programmatic DOOH marketing agency.

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Our team is dedicated to helping your business grow.

$17M Media Spent
61 Countries

b2b dooh advertising - advant technology

What is B2B Digital Out of Home
(DOOH) Advertising?

B2B DOOH is simply using digital out of home screens to advertise products and services aimed at businesses and their employees to influence their buying behaviour.

DOOH for B2B Brands

Our team of experts collaborates closely with clients to develop a deep understanding of their unique challenges and objectives, and it’s normally during this process that we will identify whether or not DOOH would be an appropriate channel. 

Think of DOOH as another weapon in the marketer’s armory that can help marketers reach their audience. 

By leveraging programmatic technology, using DSPs like Google DV360,Hawk & Tabmo, and partnering with data partners like Bombora, Advant Technology is able to run data-driven targeted campaigns. Screens are handpicked in key footfall areas such as airports, office buildings, train stations etc. 

Our B2B clients therefore benefit from highly relevant and targeted ads to the right audience at the right time and place.

Benefits of DOOH within a B2B Context

1 - Increased flexibility

DOOH ads can be easily updated, modified, or replaced via the DSP anytime, allowing for more agile campaigns that adapt to real-time changes in market condition or planned creative swaps. 

2- Enhanced targeting

Programmatic DOOH enables advertisers to utilize data-driven targeting techniques such as geofencing to ensure their ads reach the most relevant audience.

3- Dynamic content

Digital screens allow for rich media formats, interactive content, and even live updates, making DOOH ads more engaging and memorable than traditional OOH formats.

4- Improved measurement and analytics

DOOH provides more accurate tracking and reporting of ad performance, allowing marketers to make data-driven decisions and optimize current and future campaigns for better results.

5- Mobile advertising

The ability to sequentially retarget users who have passed the targeted list of screens. Therefore increasing frequency against multiple channel touch points.

6- It’s effective

Nielsen found that 33% of advertisers looked up an advertiser after seeing a DOOH ad.

Reaching B2B Decision Makers at Trade Shows

Trade shows are the perfect place for B2B brands to utilize DOOH ads. 

Trade shows offer a unique opportunity for B2B brands to engage directly with their target audience and showcase their solutions to a highly relevant group of industry professionals.

DOOH advertising can be a powerful tool in this context, enabling businesses to extend their reach beyond their physical booth and capture the attention of decision-makers in a more memorable way in and around the event. 

By utilizing DOOH ads strategically placed near trade show venues, around the hotels where decision makers are staying, and even on the main transport routes to tradeshows, B2B brands can create awareness, generate interest, and drive foot traffic to their exhibit. 

You can still use DOOH if your organization is not exhibiting at a trade show, a little growth hacking technique is to steal some share of voice from audiences who are attending trade shows that, for whatever reason, your company preferred not to attend, but still wanted to generate/maintain some awareness at.  Regardless of the industry you work in, this is a very cool way of making a splash while keeping costs to a minimum. Speaking of costs, we generally recommend a budget of around $5,000-20,000 depending on the event location, duration and goals of the campaign. 

What Strategies Can I Adopt at A Tradeshow

  1. Pre-event promotion: Build anticipation for your brand and booth by running targeted DOOH ads in the vicinity of the trade show in the days leading up to the event. This can help create buzz and ensure that your brand is top-of-mind for attendees.
  2. On-site branding: Utilize DOOH screens at the trade show venue to reinforce your brand message, showcase your product offerings, and guide visitors to your booth. This can help you stand out from the competition and create a lasting impression.
  3. Engaging content: Leverage the dynamic nature of DOOH ads to display captivating content such as product demonstrations, customer testimonials, or real-time social media feeds. This can engage passersby and encourage them to learn more about your brand.
  4. Post-event follow-up: Keep the momentum going by using mobile ads, of all those mobile devices which attended the geo ring fence of the venue itself during the exhibit live dates.

Targeting B2B Buyers on Their Commute in Stations and Airports

Imagine yourself as a B2B decision-maker, commuting to work walking through a busy train or underground station. Amidst the rush, a relevant and eye-catching DOOH ad captures your attention. The message sinks in, you’re later targeted via a mobile app reinforcing that message and promoting you to take action, you click the ad, go through to a landing page. You read some content, you then are retargeted via a native ad and a desktop video, you click through, download a white paper. You’re now an MQL ready to be moved down the funnel. That’s the power of targeting B2B buyers on their commute. 


    • Strategically placed screens in high-traffic areas to reach decision-makers during their daily routine.
    • Advanced geofencing and targeting create a personalized, contextually relevant messaging.
    • Stand out from traditional digital channels and create memorable brand experiences.

Why is B2B DOOH so hot right now?

  • Tech improvements: Advanced technologies have made DOOH more accessible and efficient, allowing for precise targeting and real-time optimizations.
  • Targeting: B2B DOOH enables advertisers to accurately target decision-makers based on location, interests, and other relevant data points.
  • Budget-friendly: DOOH no longer requires huge budgets, making it a more attractive option for businesses of all sizes.
  • Less crowded digital ecosystems: As other digital ecosystems like LinkedIn become increasingly competitive and expensive, B2B DOOH presents a cost-effective alternative to reach target audiences.

Real life examples of DOOH

real life examples of dooh - advant technology Large

Partnering with Advant Technology for DOOH B2B Advertising

Advant Technology is a leading B2B agency specializing in programmatic advertising, DOOH being just one of the channels we manage in-house. We can activate campaigns across Europe, North America, Asia, LATAM and Australsia.

Partnering with us provides several benefits:

  • B2B DOOH expertise: Our team understands how to target and engage your audience effectively.
  • Data-driven approach: We optimize campaigns using cutting-edge data analytics and targeting methods.
  • Customized solutions: We develop tailored DOOH strategies that align with your business goals.
  • Comprehensive campaign management: We handle planning, execution, monitoring, and optimization for a seamless experience.
  • Transparent reporting: We provide easy-to-understand, real-time reports to track your campaign’s performance.

With Advant Technology, you can leverage our expertise to create impactful DOOH campaigns that drive results and elevate your brand’s visibility among B2B decision-makers.

B2B Case Study: NTT's Impact at Mobile World Congress in Las Vegas and Barcelona

NTT, a leading B2B technology company, sought to make a splash at Mobile World Congress (MWC) in both Las Vegas and Barcelona. Despite their limited budget, Advant Technology helped them maximize their presence and impact at the event.

  • We handpicked screens in strategic locations like airports, city centers, and high-density hotel districts to reach tech buyers and potential event attendees.
  • By leveraging programmatic buying and working with local outdoor vendors such as Broadsign, Hivestack, and VIOOH, we ensured the most cost-effective ad placements for NTT.
  • Daily creative changes, featuring a combination of image and video, kept the messaging fresh and engaging throughout the event.
  • After MWC, we sequentially targeted users who visited the event with mobile ads for two weeks, extending NTT’s brand reach and recall.
  • The primary objective was to drive more footfall to NTT’s stand at MWC.

To help NTT visualize their ad placements, we provided maps that showcased the exact locations of the targeted screens. With Advant Technology’s help, NTT successfully generated buzz and made a lasting impression at MWC in both Las Vegas and Barcelona.

A total of 170,000 impressions were achieved despite a small budget. 

Digital Out of Home Advertising for B2B Branding

Whilst we cannot share the exact screens this gives you a feel of how we can handpick individual screens.

What's included in our onboarding/agency setup?

  • Project Initiation – Audience development, KPI & Goals
  • Ad platform set up, including logins where applicable 
  • Consultation on landing pages 
  • Design & Develop of brand content / ad content
  • Invoicing setup for each platform, including spend tracker
  • Tracking strategy & pixel implementation
  • Campaigns structure setup
  • Platform approval
  • Reporting Google Data Studio dashboard design & setup

What’s included in our agency's ongoing management?

  • Account Management
  • Weekly/Bi-weekly catch-up & optimisation calls
  • Creative consulting based on the test results & learnings
  • Bid optimisation/Audience optimisation/Whitelist optimisation
  • Ads review/pause/refresh/new to test
  • Ads rotation
  • Budget optimisation between strategies
  • Placement and creative optimisation
  • Frequency optimisation
  • Monitoring & refreshing audiences if required


The most critical aspect of real-time reporting for Advant is how data is leveraged for optimisation. This level of reporting allows us to rapidly & dynamically shift dollars from one channel to another. Our media strategists, who work across all channels for a given client, enable these shifts in strategy and budget. Our focus on media agility and cohesive optimisation give Advant a unique stance in a marketplace filled with over-siloed agencies. 

Advant Technology Display Advertising Scaled 6


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