Digital Out of Home (DOOH) B2B Advertising

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

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

Talk to us today
Book a free consultation session with our strategist now to uncover the missing components of your paid advertising.

We start by understanding who the client’s target audiences are so they can be reached in impactful ways across all media mix disciplines which will lead us towards more.

What is B2B DOOH Advertising?

It uses digital out of home screens to advertise products and services aimed at businesses and their employees to influence their buying behaviour.
Tracking Average Cost Per Click and Total Clicks

DOOH for B2B Brands

Our team of experts works closely with clients to gain a deep understanding of their unique challenges and objectives. It is during this collaborative process that we determine the suitability of DOOH as a marketing channel. Think of it as an additional tool in the marketer’s arsenal, capable of reaching their target audience effectively.

Advant Technology leverages programmatic technology and utilizes DSPs such as Google DV360, Hawk & Tabmo. By partnering with data providers like Bombora, we run data-driven targeted campaigns. Our approach involves strategically selecting screens in high footfall areas such as airports, office buildings, and train stations, where B2B audiences are concentrated.

Through our tailored approach, B2B clients can benefit from highly relevant and targeted ads delivered to the right audience, at the right time and place

Benefits of DOOH within a B2B Context

  • 1

    Increased flexibility: these 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 the ads more engaging and memorable than traditional OOH formats.

  • 4

    Improved measurement and analytics: It 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.

Digital Out of Home Event Advertising

Trade shows present an unparalleled opportunity for B2B brands to engage with their target audiences. These events enable businesses to showcase their solutions directly to a concentrated group of industry professionals. One of the significant advantages here is the utilization of DOOH event advertising. This powerful tool allows businesses to extend their reach beyond their physical booth, capturing the attention of decision-makers in and around the event in a more unforgettable way.

Strategic placement of digital out of home ads near trade show venues, around the hotels accommodating decision makers, and even along the main transport routes to the event can offer a range of benefits. By employing this approach, B2B brands can heighten awareness, spark interest, and drive foot traffic towards their exhibits.

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 whateverreason, your company preferred not to attend, but still wanted to generate/maintain some awareness at.

As for the budget, it’s generally recommended to allocate around $5,000-20,000. However, this can vary depending on the event’s location, duration, and the specific goals of the campaign. In summary, DOOH event advertising presents a unique avenue for maximizing reach and impact during trade shows, making it an invaluable tool in a B2B brand’s marketing arsenal.

What Strategies Can I Adopt at A Tradeshow

  • 1

    Pre-event promotion: Build anticipation for your brand and booth by running targeted 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 digital out of home 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.

Engaging B2B Buyers During Their Daily Commute

Picture this: you’re a B2B decision-maker, navigating your way through the early morning hustle of a bustling train station or airport terminal. Amid the flurry of movement and noise, something stands out – a striking ad specifically designed to resonate with professionals like you. In this moment of commuting chaos, the message effortlessly arrests your attention and leaves an indelible impression.

As the day progresses, you find the ad’s message echoed on your mobile app, subtly coaxing you into action. Intrigued, you click the ad, which transports you to a well-curated landing page. Your curiosity piqued, you delve into the content presented, further immersing yourself into the world of the brand.

Subsequently, you’re retargeted with a native ad and a desktop video that add depth to the initial message. Unable to resist the compelling narrative woven across these platforms, you click through and download a white paper. Before you know it, you’ve transformed from a casual viewer into a Marketing Qualified Lead (MQL), primed and ready to journey further down the sales funnel.

Such is the captivating power of targeted DOOH advertising, transforming mundane commutes into strategic touchpoints for engaging potential B2B buyers.

Key Benefits:

  • 1

    Strategically placed screens in high-traffic areas to reach decision-makers during their daily routine.

  • 2

    Advanced geofencing and targeting create a personalized, contextually relevant messaging.

  • 3

    Stand out from traditional digital channels and create memorable brand experiences.

Why is DOOH for B2B brands so hot right now?

  • 1

    Tech improvements: Advanced technologies have made it accessible and efficient, allowing for precise targeting and real-time optimizations.

  • 2

    Targeting: It enables advertisers to accurately target decision-makers based on location, interests, and other relevant data points.

  • 3

    Budget-friendly: It no longer requires huge budgets, making it a more attractive option for businesses of all sizes.

  • 4

    Less crowded digital ecosystems: As other digital ecosystems like LinkedIn become increasingly competitive and expensive, it presents a cost-effective alternative to reach target audiences.

Real life examples

Benefits of program from different angles
Source: https://www.thetradedesk.com/

Partnering with Advant Technology

We are a leading B2B agency specializing in programmatic advertising, DOOH being just one of the channels we manage in-house. We also manage PPC, Linkedin & Display campaigns globally.

Partnering up with us provides several benefits:

  • 1

    Expertise: Our team understands how to target and engage your audience effectively.

  • 2

    Data-driven approach: We optimize campaigns using cutting-edge data analytics and targeting methods.

  • 3

    Customized solutions: We develop tailored strategies that align with your business goals.

  • 4

    Comprehensive campaign management: We handle planning, execution, monitoring, and optimization for a seamless experience.

  • 5

    Transparent reporting: We provide easy-to-understand, real-time reports to track your campaign's performance.

Partnering with Advant Technology supercharges your DOOH campaigns. Our expertise helps craft compelling narratives that amplify your brand’s visibility and drive tangible results 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 a limited budget, Advant Technology helped them maximize their presence and impact at the event.

  • 1

    We handpicked screens in strategic locations like airports, city centers, and high-density hotel districts to reach tech buyers and potential event attendees.

  • 2

    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.

  • 3

    Daily creative changes, featuring a combination of image and video, kept the messaging fresh and engaging throughout the event.

  • 4

    After the event, we sequentially targeted users who visited the event with mobile ads for two weeks, extending NTT's brand reach and recall.

  • 5

    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.

Whilst we cannot share the exact screens in this case study, this map gives you a feel of how we approach and visualise the handpicking of individual screens to narrow in on NTTs audience.

Our Service in a Nutshell

Launch Preparation

  • 1

    Custom Onboarding: Tailored initiation process, planning & strategy

  • 2

    Tracking: Pixel implementation, verification of data

  • 3

    Finance: Invoicing systems

  • 4

    Campaign Launch: Set up & go live

Ongoing Management & Optimisation

  • 1

    Regular Reviews: Weekly/bi-weekly performance check-ins.

  • 2

    Consultation: Creative insights based on tests.

  • 3

    Ad and Budget Management: Continuous optimizations and ad rotations.

  • 4

    Audience Monitoring: Persistent audience refreshment and monitoring.

Analysis

  • 1

    Goal Setting: Defining success metrics.

  • 2

    Dashboard Maintenance & improvement.

Advant Technology Display Advertising Scaled 6

What’s included in our programmatic agency set-up?

  • Project Initiation
  • Onboarding tracker customisation
  • Run through with the client to ensure all points are covered
  • Google Data Studio Dashboard design, setup
  • Help facilitate with social channel creation incl logins
  • Consult & close work where required with Creative Team on digital assets & content including landing pages
  • Invoicing setup for each platform as well as internal systems for tracking spend & payments schedules
  • Tracking strategy & pixel implementation
  • Advertising accounts creation & set up
  • Campaigns structure setup, all strategies and corresponded assets upload, push live
  • Platform approvals expediting where required/applicable

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

  • Account Management
  • Weekly/Bi-weekly catch-up & optimisation calls
  • Ad hoc meetings
  • Creative consulting based n 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

LET'S TALK ABOUT RESULTS

Reduced Cost per lead from €830 to €85

Reduced Cost per lead from €830 to €85

We helped Canon lower CPL by using content syndication instead of paid media. We identified relevant publishers, negotiated deals, and optimized content for lead generation. This strategy generated high-quality leads at a lower cost while building their sale pipeline.
82% yr on yr CPC reduction

82% yr on yr CPC reduction

Our partnership with Bombora proved instrumental in achieving remarkable results for NTT's global IT solutions. Through hyper-targeted ads and leveraging Bombora's data, we successfully reduced cost-per-clicks (CPCs) by an impressive 82% year-on-year. By leveraging Bombora's precise intent data, we reached highly relevant audiences actively searching for IT solutions, enabling us to optimize ad campaigns for maximum effectiveness.
Doubled conversion rate to 7.7%

Doubled conversion rate to 7.7%

Our highly targeted programmatic ads, specifically designed for the healthcare sector and in collaboration with Medtronic, achieved an impressive conversion rate of 7.7%. Leveraging advanced audience segmentation and precise targeting, we reached healthcare professionals most likely to engage with Medtronic's offerings.
Advant Logo

TO SKYROCKET
YOUR CONVERSIONS AND ROI

CONTACT US

Schedule your free paid media review

READY TO TAKE ADVANTAGE?

Ready for advertising that really works? Take advantage of our FREE programmatic or paid social review.