Out-of-Home Advertising Returns

OOH: How B2B Marketers Can Reintegrate With the Physical World

We've all been scrambling to figure out what the "new normal" will look like post-pandemic and B2B marketing is no exception. Physical connections have become increasingly important and savvy marketers are honing their approaches to maximize the effectiveness of their campaigns. Drive-time radio shows and billboards are less valuable as fewer people are commuting to work in person. To engage with people in their new reality, marketers need to create positive, memorable engagements that drive purchasing decisions.

Low-tech tools such as direct mail and flyers are roaring back, as well as tradeshow signage and swag. Companies can also stand out from their competitors with creative giveaways and stickers, which are a budget-friendly way to promote their brand. As people start reincorporating activities into their lives, activating brand fans and transforming them into promoters through creative stickers could make for a particularly effective OOH marketing strategy.

The Internet revolution predates the pandemic, but companies have since accelerated the move to all-digital strategies. Now, they are embracing pre-2020 techniques while augmenting them with new ways to create physical connections with their customers. More resources on out-of-home advertising are available for further guidance.