3 Ways DOOH B2B Advertising in Office Buildings Drives Results

As an advertiser, leveraging the power of digital out-of-home (DOOH) advertising can be a game-changer for reaching valuable business audiences. By placing ads on DOOH screens in prime office building locations, you can streamline communication with hard-to-reach professionals, capture their attention in contextually relevant environments, and drive impactful results for your B2B clients.

You can achieve these goals through plug-and-play DOOH solutions that allow uploading user-generated ad creatives to displays, or by partnering with a fully managed DOOH media network provider. With the latter, you gain access to professional ad operations, audience data insights, and programming integrations that amplify the impact of your B2B messaging. 

As ad agencies embrace DOOH’s compelling benefits, they reap the rewards of higher workplace satisfaction, stronger client relationships, and measurable returns on their advertising investments. The benefits for ad agencies and their B2B clients are far too compelling to ignore. Once you know a few of the many ways DOOH screens are driving results for B2B clients, you may want to consider leveraging a media network partnership of your own. Let’s explore.

How B2B Clients Benefit from Adding DOOH to the Media Mix

Advertisers failing to recognize the need to keep pace with rapidly evolving media trends risk diminished returns. Although industry experts are prepared for digital ad spend to top last year’s investments by as much as 8%, media strategists are increasingly frustrated because “older” digital channels are producing inconsistent results. 

Related: Modernizing B2B Marketing to Connect with Hard-to-Reach Professionals

These investments were once considered ideal for achieving a reliable and favorable ROI with a limited budget, but industry changes are demanding new strategies. In response, advertisers must follow the advice of industry experts who recommend reallocating their budgets, diversifying their media channels, and casting a much wider net.

Media channel diversification is the trusted strategy that maximizes campaign reach and offers the best ROI. The rapid expansion of DOOH media networks offers an abundance of options for agencies and brands to invest to reach their target audience. The biggest challenge now is choosing the right mix of DOOH for campaigns and identifying trusted, experienced partners with solid audience measurement and solutions to match your campaign needs. 

With the right DOOH network, agencies give their B2B clients the advantages of programmatic digital ad placement, television advertising, and traditional out-of-home strategies on a media channel well-known for cost-effective efficiency—meaning there’s very little waste.   

Three Ways Advertisers Are Driving Results on DOOH Screens in Office Buildings

Advertisers investing in  DOOH screen placements in office building lobbies, elevators, and other high-impact common areas deliver a media channel unaffected by ad-blocking software, ad blindness, fragmented television viewership, or consumer scrolling habits. 

Successfully (and consistently) influencing the purchasing decisions of C-suite execs, ITDMs,, corporate gatekeepers, and other influential business decision-makers where and when business purchases are made and influenced can be a game-changer.

Since 95% of B2B buyers may not be actively looking to fulfill a specific need at any given time, most B2B media strategists prioritize ad placement on channels selected for their ability to amplify brand awareness, encourage lead generation, and create positive brand associations. Advertisers focused on those outcomes as they expand into office buildings are driving impressive results in today’s increasingly competitive landscape—in several ways.

#1: Leveraging a Highly Targeted Audience Reach

Mass-reach media channels, like billboards and television, for example, deliver a single message to a large audience. There’s a lot of potential for waste. Like internet advertising, agencies leveraging DOOH have the advantage of targeting ad placements to reduce waste and achieve the most efficiency possible. 

Although most agencies have been using automated processes to reach key demographics for years, the targeting technology leveraged today is far more advanced. Experienced DOOH network providers partner with industry-leading audience measurement partners and advanced data sources to ensure every ad creative displays on the ideal screen locations for each of your B2B clients based on any combination of the following parameters.

Building Size & Tenant Data 

The office is the hub of commerce and where business decisions are made. Advanced targeting with the right partner will allow you to target buildings based on company, industry type,  annual revenues, and the number of employees on-premises, for example. It’s the type of information you can also use to adapt client messaging to the needs and interests of specific workplace populations and niche audiences.

Job Titles & Geographic Locations

Placement decisions determined by job title ensure every B2B ad creative captures the attention of influential decision-makers and business professionals with purchasing power. Although you’ll likely find that their job titles can vary by industry, you can expect a more favorable outcome for your B2B clients in buildings where commodity managers, procurement directors, and purchasing clerks interact with common area screens.

Geographic Locators & Daypart Targeting

Geographic segmentation targeting is a common strategy to amplify campaign awareness in key markets or regions. Creative customizations by geographic area are a great solution to elevate the relevance and impact of a campaign. Dayparting is another turnkey approach to tailor campaign parameters to certain days of the week or times of day when the message is most relevant to the target audience.  

#2: Harnessing the Power of Data-Driven Insights

Tracking ad performance and measuring ROI is an expected post-campaign analysis for all B2B advertisers. Due to the complexity of B2B advertising goals, there can be an overwhelming amount of data to unravel. 

Having advanced programmatic placement capabilities ensures your client’s ads are broadcast only on screens in buildings occupied by the decision-makers most likely to purchase their products and services. But you’ll still want the ability to confirm that your placement decisions are sound and to verify that your client message is resonating with the target audience by harnessing the power of some key data-driven capabilities.

• Measurement & Attribution Tools. With DOOH advertising, you’ll have access to an impressive assortment of tools designed to help track and monitor multiple aspects of ad performance, including conversion rates, cost of action, and cost per mille (CPM). You can use that data to finetune your targeting parameters, identify buildings that over-index in key demographics, and calculate your ROI. When you’re empowered with actionable data incorporated into a user-friendly interface, you’ll know at a glance when you’re on the right track.
• Optional Campaign Effectiveness Studies. When you have the right technology at your fingertips, you’ll have a data set you can use to double down in locations exceeding expectations or alter your course as needed. Although less common, some media network providers also offer optional campaign effectiveness studies, services that could include anything from pre/post-A/B creative testing or control studies to brand trackers. They’re the type of services you’ll only get from a collaborative DOOH partner.  

#3: Delivering Contextually Relevant Content

Audiences who see the same dull RSS feeds and ticker displays every day tend to lose interest in DOOH screens. That’s a challenge experienced media network providers overcome by broadcasting B2B ads alongside contextually relevant programming. 

This might include an impressive mix of global and national news highlights, business reports, sports scores, weather reports, health and lifestyle tips, real-time transit updates, and more. For advertisers, prioritizing the quality of the content displayed alongside their client’s ads is a business essential that offers some crucial advantages.

Optimizing Viewer Engagement

By nature, DOOH screens are glance media—people walk by, engage momentarily, and move on. But according to the data compiled by NBC Universal, ad creatives need to hold viewer attention for at least 2.5 seconds to make a real impact. That goal is easily accomplished when your ads broadcast alongside professionally curated content that office personnel enjoy.

Related: How Elevator Advertising Captivates Modern Professionals in the Workplace

Multiple studies confirm that screens optimized for viewer engagement are three times more effective for building brand awareness than those that are not. In fact, experts expect an increase in the use of ad tech integrations that measure attention metrics, a factor expected to play an expanded role in future ad placement decisions in the year ahead.

Building Positive Brand Associations

Advertisers adapting to evolving consumer preferences and behaviors find that DOOH screens delivering a personalized, audience-relevant, and engaging consumer experience with the right content also create memorable interactions and build positive brand associations. 

Some media network providers are taking the positive associations generated through their programming mix to the next level by offering custom content alignments and amplifying brand awareness with weather triggers, gamification, and sponsorships.

How Many Ways Could DOOH Office Advertising Drive Results for Your B2B Clients?

The success of any marketing strategy requires advertising in spaces where your client’s messages will have the most impact. Although market analysts expect digital ad spend to increase, only about four of every one hundred internet ads get more than a single second of viewer attention.

With DOOH advertising in the right office buildings, you’re giving your B2B clients an unparalleled advantage—the ability to influence the purchasing decisions of C-suite executives and business administrators on screens that increase brand awareness, build positive associations, generate leads, and drive more sales.To start overcoming the challenges of attracting and retaining consumer attention, visit Captivate. We offer an expansive screen network, expertly curated, brand-safe programming from world-class content creators, and custom collaborations. When you’re ready to continue the conversation, submit a contact form.