Videos, interactive gaming, choose-your-own-adventure product tours... there's so much complexity in digital marketing right now that nobody could be blamed for yearning to rely on a plain old billboard.

But is such a thing still effective?

As is the case with most marketing, it depends on what you're trying to do.

"[What] might make the case for a company...is if you have a high density of a target market," explains AdQuick CEO Matt O'Connor.

"What that means is if the companies that you're trying to target or get on the radar of are in a particular area or at a particular event, that is a big green sign to say you should really explore this."

But if you think such opportunities are confined to big events, you're wrong. Think about how many ads you see in the airport—a "common B2B target where many companies are targeting decision-makers who are business travelers."

In fact, out-of-home (OOH) advertising has several advantages over its more complex brethren.

It's one of the lowest-cost mediums, for example, as well as easily optimized: "You don't need to necessarily buy a 12-week campaign for your product if you know that decision-makers are going in and out of the office at 7:00 to 9:00 AM.... You can hyper-target," O'Connor says.

Check out this episode for how OOH might help you reach your audiences:


Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

 

Episode Details, Guest Information, and Referenced Links

Episode No. 11

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

 

Full Transcript | Marketing Smarts Live Show Episode 11 | Out-of-Home Advertising for B2B Marketing Success

This rough transcript is machine-generated. It's been only minimally edited by humans.

George B. Thomas: That's right. It's time to go live. Time to bring you another episode: Out-of-Home Advertising for B2B Marketing Success with Matthew O'Connor.

That is the overarching thing. Welcome to the Marketing Smarts Live show by MarketingProfs and the Marketing Smarts podcast, where we dive into B2B news, resources, valuable guest content, and much more each and every single week. If you're a B2B marketer, looking for a place to learn, keep up to date, and have some along the way, then grab a beverage, a notepad, and welcome to the show. You know, I'm your guy. I can't wait to get into today's episode.

Hello to all of my Marketing Smarts live viewers. Today I'm super excited to bring you episode 11 of The Marketing Smarts Live Show. Today's topic again is out-of-home advertising for B2B marketing success, and our guest clips today are brought to you by Matthew O'Connor. Matthew O'Connor is the CEO and co-founder of AdQuick, the first platform to allow marketers and agencies to complete the entire process of buying, executing, and measuring out-of-home advertising campaigns, measuring ladies and gentlemen, we'll talk about that a little bit later, anywhere in the US and across the globe. Prior to AdQuick, Matt worked at Amazon and held various executive positions within Instacart. Matt earned his BA from the University of Notre Dame and MBA from the University of Virginia's Darden Graduate School of Business.

Great pedigree, great interview, original interview, and all sorts of good stuff today. Remember, the clips of Matthew O'Connor today are pulled from the full Marketing Smarts podcast episode. And if you wanna listen to the full interview with Matthew and myself, make sure to tune in to the Marketing Smarts Podcast, link in the full show notes and those notes, the link will be there when the show's over. It's not there now. Remember all the right links in all the right places, at all the right times.

One of the things I love about doing the Marketing Smarts podcast is that I'm continually getting people reaching out to me with new podcasts topic ideas. And when I saw the email about the topic of out-of-home advertising, I was intrigued and I actually stopped and thought, Hmm, my B2B friends, AKA you, the listeners and viewers might have a real opportunity for a conversation away from the typical B2B digital marketing or social media conversations. It was enough of a side conversation, one that I hadn't heard historically that I was like, maybe this makes sense. So, yep, here we are.

Now, the one thing I knew I wanted to get out of the way was the question of what the heck is out-of-home advertising? Because it could be many different things to many different people, but here's what Matthew had to say.

Matthew O'Connor: So the question: what is out-of-home advertising? Yeah that's kind of a good segue cuz it's any ad that is actually out in the real world that you might encounter in public. So that's everything from, you know, most commonly known billboards, but in office buildings, airports doctor's offices, street furniture, so any ad that you might encounter out in the real world.

And as you can tell, there's a lot of different formats and types of ads.

George B. Thomas: Absolutely different formats and different types. And now with that out of the way, and I hope by now you know me, if not, just know I'm a guy who focuses on this important piece of information, right? Fit, no matter if that's the product, the strategy, heck, even myself-- products and services that I provide. I am really focused on right fit.

So as soon as I heard Matthew talk about what is out-of-home advertising, I immediately had to ask Matthew, Well, who the heck is out-of-home advertising right for? And Matthew is ready for that question, and this is what he had to say. Now pay attention because part of your journey today is figuring out are you a right fit for what we're talking about?

Again, here's Matthew.

Matthew O'Connor: So there's a very likely chance that it has some application for your company in building the brand, and = the medium is literally everywhere. It has the highest reach of any ad channel. I think a couple things that might make the case for a company to have an exceptional use case is if you have a high density of a target market.

What that means is if the companies that you're trying to target or get on the radar of are in a particular area at a particular event, that is a big green sign to say you should really explore this because when a density of your prospects or decision-makers are in the same place, out-of-home is a tremendous way to get on their radar--kind of educate them about your product, increase your consideration with that set of people. So that's what I would say would be one of the biggest indicators as to whether it's a really good fit.

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ABOUT THE AUTHOR

image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at georgebthomas.com. He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas