B2B brands need to let go of the notion of OOH as benefiting only B2C brands. They should find creative ways to incorporate it in their B2B marketing efforts as well.
As per Out-of-home Advertising Global Market Report 2022 from ReporterLink, the global out of home (OOH) advertising report is expected to grow from the US $ 25.61 billion in 2021 to the US $ 28.48 billion in 2022, at a compound annual growth rate (CAGR) of US $ 11.2 billion. This growth highlights the immense potential for marketers to capitalize on. However, OOH has not been a popular concept for B2B Marketers as many views it as best for attracting a high number of B2C customers via billboards, transit ads, or furniture.
Although OOH plays a major part in driving traffic for B2C brands, it also leaves plenty of opportunities for B2B brands to capitalize on. Since B2B decision-makers are individuals at the end of the day, with a blend of the right strategy and creativity, it can also provide an opportunity for B2B brands to attract them.
Also Read: Three Mistakes to Avoid in B2B Marketing Automation
Here are a few steps that B2B marketers can capitalize on tap into OOH advertising:
Concentrate on increasing reach
Since the introduction of COVID-19, the rules of engagement for B2B marketing have witnessed disruption. Instead of focusing their attention on placing their ads near where it is in proximity to the target potential decision-makers is working, B2B brands need to come up with strategies that will get their advertising reach to the rest of the non-working lives of B2B marketing professionals. They should seek to incorporate tools in their martech stack that will provide them unprecedented access to as many as available OOH inventory.
Join them in the commute
Most employees operating from the office have a daily routine or commute. B2B brands, thus, should determine popular routes that will provide them dense traffic in their target markets. By investing in OOH ads along with the common routines, B2B marketers are in a position to make their brand seen by target audience members every time their target audience decides to commute. To get the most out of advertising, B2B brands should make their visuals and messages succinct and eye-catch that will make them memorable and leave a lasting impression on customers.
Assess and improve
The sophisticated measurement capabilities make OOH advertising a valuable part of B2B marketing. Tracking the effectiveness of an OOH campaign has been difficult to monitor in the past. However, advanced technologies and online platforms have made tracking OOH as advanced and varied as digital advertising. From campaign attribution analysis to causal impact analysis, B2B marketers are in a better position to capitalize on insights to reach more audiences. Furthermore, B2B marketers are able to target and measure impressions attribute both online as well as offline activity to OOH exposure while retargeting prospective customers that have viewed the OOH ads, driving them to a website, or promoting a demo.
Also Read: Three B2B Marketing Automation Mistakes
Leverage Trade Shows
Usually, the target audience for B2B advertising is spread across the country, making it an expensive affair to target them. With trade shows, B2B marketers have the opportunity to sell their product or service with their OOH advertising at a fraction of the cost that it would advertise across the country. Additionally, only a small percentage of related businesses attend trade shows, making it easy to tailor the campaign effectively.
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