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OOH Video Advertising in SaaS Marketing

While often perceived as a B2C medium, OOH video advertising—driven by advancements in programmatic technology, data-driven targeting, and sophisticated measurement—is increasingly critical for B2B SaaS growth. By 2026, it will not be an experimental tactic but a core component of the modern SaaS marketing stack.

The B2B OOH Renaissance

For over a decade, the B2B Software-as-a-Service (SaaS) growth engine was fueled almost exclusively by digital demand generation: search ads, content syndication, and hyper-targeted social campaigns. The marketing playbook was written in the language of clicks, conversions, and cost-per-acquisition (CPA).

That perception is now being systematically dismantled. In a market where every digital channel is saturated and buyers are increasingly resistant to outreach, Out-of-Home (OOH) advertising—and specifically Digital Out-of-Home (DOOH) video—offers something rare: unskippable visibility that confers both context and credibility.

Audiences are 48% more likely to click on a digital ad after seeing an OOH ad from the same brand. This is not a vanity metric; it is a direct lift in digital performance. This is the new role of OOH: a tool for building the top-of-mind brand awareness and credibility that is essential to keeping the digital funnel full.

Startup Market Leader

The Illusion of Scale

The strategic pivot is best exemplified by Brex, the fintech startup that invested $300k in a high-density San Francisco billboard campaign before it even launched. By targeting a concentrated audience of tech startups, Brex created an "illusion of scale," cementing itself as a legitimate, major player overnight.

The Perception Gap: Overcoming B2C Bias

The primary hurdle for many SaaS marketing leaders is internal skepticism—the perception that OOH is an unmeasurable B2C medium unsuitable for targeting niche B2B buyers. The Advids analysis of the current media landscape indicates that this "Perception Gap" is dangerously outdated. To overcome it, you must reframe the conversation from vague "awareness" to measurable "brand salience" and "pipeline influence." The argument is not that OOH replaces digital, but that it amplifies it, making every dollar spent on search and social work harder.

B2C B2B Bridged The Gap

Drivers of the B2B OOH Renaissance

The Data Revolution

The integration of anonymized mobile location data, geospatial intelligence, and first-party CRM data has solved the B2B targeting problem, allowing marketers to pinpoint decision-makers based on their movement patterns.

The Rise of Programmatic DOOH (pDOOH)

Programmatic technology brings the flexibility, automation, and real-time optimization of online display advertising to physical-world screens, making OOH an agile and efficient channel.

The Search for Trust and Authority

In a crowded SaaS market, trust is the ultimate currency. A premium DOOH placement functions as a powerful signal of market leadership and credibility that a fleeting social media ad cannot replicate.

Solving the B2B Targeting Paradox

The most significant strategic challenge in B2B OOH is the "Targeting Paradox": how to use a one-to-many, location-based medium to reach a one-to-few audience of specific Ideal Customer Profiles (ICPs), buying committees, and high-value accounts.

Unlike digital advertising, where you can target by job title or company name directly, OOH targets places. The solution lies in using data to identify the places where your target audience over-indexes, transforming broad locations into precise B2B touchpoints.

User A User B User C Target
Geospatial Mobile Data CRM Data

Geospatial Data and Location Intelligence

The engine of modern B2B OOH targeting is location intelligence, which leverages multiple data sources to paint a detailed picture of audience movement and behavior. This process transforms broad locations into precise B2B touchpoints by identifying where your target audience over-indexes.

Location Intelligence Components

Mobile Location Data

Anonymized and aggregated data from mobile devices reveals consumer movement patterns, allowing platforms to understand which devices are present in specific locations (e.g., an office park, a conference center) at specific times. This data is the foundation for audience segmentation and measurement.

Geofencing

This technology creates virtual perimeters around physical locations. You can geofence the headquarters of your top 50 target accounts, the convention center during a major industry event, or even the office of a key competitor to execute "geo-conquesting" campaigns.

Data Onboarding and Integration

The most sophisticated strategies involve onboarding your first-party data. By working with data partners, you can anonymize and match your CRM lists (e.g., emails, phone numbers) to device IDs. This allows you to activate DOOH campaigns that specifically target audiences based on their presence in your own database. Firmographic data (industry, company size, revenue) and intent data can also be layered in to further refine targeting.

Key B2B Venue Analysis

Not all OOH inventory is created equal. Analysis of effective B2B campaigns reveals a clear hierarchy of high-value venue types where professional audiences are concentrated and receptive. Your media plan must prioritize these "power locations."

Airports

Business lounges, terminals, and baggage claim areas are prime locations for reaching traveling executives and decision-makers. The high dwell time provides an opportunity for more complex messaging than a roadside billboard.

Office Buildings

Place-based networks within office elevators, lobbies, and co-working spaces offer direct access to a captive professional audience during the workday. This is one of the most direct ways to execute account-based targeting.

Commuter Transit Hubs & Routes

Major train stations, subway systems, and key highway corridors in tech hubs like the San Francisco Bay Area or New York City capture a high concentration of your target audience during their daily commute.

Conference & Event Centers

The area surrounding major industry events becomes a temporary, high-density hub of your ideal customers. A "surround sound" strategy using all available OOH formats is a cornerstone of effective B2B event marketing.

The Advids Way: A Framework for B2B Targeting

To move from theory to execution, you need a structured approach. The Advids Way is to approach targeting through a multi-layered framework that aligns strategy, data, and execution. We call this The SaaS OOH Targeting Matrix.

The SaaS OOH Targeting Matrix

This proprietary framework organizes targeting methodologies into three primary strategic pillars, providing a clear blueprint for planning and activating data-driven DOOH campaigns that solve the B2B Targeting Paradox.

1. Account-Based Targeting

Core Methodology:

Geofencing specific corporate locations and onboarding first-party CRM data.

Primary Use Case:

ABM Air Cover & Pipeline Acceleration. Creating high-frequency brand exposure for sales-targeted accounts.

Ideal Venues:

  • Office building elevators & lobbies
  • Billboards on primary commuter routes
  • Nearby transit stations

2. Contextual & Persona Targeting

Core Methodology:

Targeting locations and environments contextually relevant to an industry vertical or professional persona.

Primary Use Case:

Vertical Marketing & Persona Engagement. Establishing brand relevance and thought leadership within a specific industry.

Ideal Venues:

  • Airport business lounges
  • Financial district billboards
  • Co-working spaces

3. Event-Based Targeting

Core Methodology:

Creating a "surround sound" effect by geofencing a major conference or trade show and surrounding points of interest.

Primary Use Case:

Event Marketing & Competitive Conquesting. Maximizing brand visibility with a highly concentrated and relevant audience.

Ideal Venues:

  • Convention centers
  • Airport terminals (arrival/departure)
  • Rideshare screens & transit shelters

"The beauty of the matrix is its flexibility. For an ABM-focused campaign, we can layer an account-based strategy with an event-based one, targeting key accounts on their commute and then dominating the area around a conference they're attending. It's about precision and saturation."

— Media Strategist, B2B Ad Agency

Case Study: Asana's Tech Hub Domination

Asana needed to build brand awareness among tech companies in competitive markets. They activated the Contextual & Persona Targeting pillar of the matrix.

Problem

Build awareness and favorable perception in highly competitive tech markets like San Francisco and New York City.

Solution

Launched a large-scale OOH campaign, saturating key tech neighborhoods with ads on billboards, transit, and street furniture.

Outcome

Successfully embedded the Asana brand within the tech community's daily life, reinforcing its position as a key player.

How to Implement the Targeting Matrix

1

Define Objective

Start with your business goal. Is it to support an ABM list, dominate a conference, or launch into a new vertical?

2

Select Pillar

Choose the strategy pillar (Account-Based, Contextual, or Event-Based) that aligns directly with your objective.

3

Gather Data

Collect the required data inputs, such as your target account list with addresses or relevant third-party audience segments.

4

Activate & Measure

Map venues, launch your campaign, and use robust measurement methodologies to track performance against your initial goal.

Projected Growth in B2B DOOH Investment

OOH: A Critical Component of the 2026 SaaS Growth Stack

Driven by data, programmatic technology, and the need for market credibility, strategically deployed DOOH is no longer an experiment but an essential tool. It enhances brand salience, supports Account-Based Marketing (ABM) initiatives, and delivers measurable pipeline impact when integrated into the digital marketing mix.

The Creative Mandate: The "Glance-and-Go" Constraint

Effective B2B OOH creative is a discipline of radical reductionism. You are not creating a miniature television commercial; you are designing for a "glance medium." This is the "Contextual Creative Challenge": communicating a potentially complex B2B value proposition in the 5-10 seconds a person might see your ad.

Short Dwell Time

Viewers are in motion. Your message must be absorbed almost instantaneously. A 2023 study highlighted the "three-second rule," finding that as little as three seconds of attention can result in a significant increase in brand recognition.

Sound-Off Environment

Assume your video will have no audio. The entire narrative must be conveyed through visuals, motion, and text alone.

Environmental Distraction

Your ad is competing with traffic, conversations, and the chaos of public space. It must be visually arresting enough to cut through the noise.

Just three seconds of attention can result in a 26% increase in brand recognition.

Communicating Complex Value Props Visually

The central task for a SaaS brand is to translate abstract benefits like "increased efficiency" into a simple, visual story. This requires moving away from jargon toward clear, benefit-oriented messaging. The value must be shown, not just told.

The Advids Warning: Common Creative Pitfalls

Many B2B OOH campaigns fail not because of media placement, but because of creative that ignores the medium's constraints. These are the most common and costly mistakes.

Too Much Text

The most frequent error. A good rule of thumb is the "seven-word rule." If your message cannot be read and understood in a single glance, it is too long.

Complex or Frenetic Animation

Motion should be used to draw the eye and guide the narrative, not to create a chaotic spectacle. Smooth, purposeful animations are effective.

Hidden Branding

In a glance-and-go environment, the brand logo and identity must be prominent and persistent. Viewers who only catch the last two seconds of your ad must still know who it was from.

Low-Contrast Design

Subtle color palettes become illegible from 50 feet away. High-contrast colors can improve recall by up to 38%.

The "Glance-and-Go" Creative Framework

The Advids Way is to design creative through a series of guiding principles rooted in the psychology of attention. This ensures every asset is optimized for instant comprehension and maximum brand recall.

Principle 1: Instant Comprehension

  • The Seven-Word Rule: Limit on-screen copy to a maximum of seven words.
  • Visual Hierarchy: Design with a clear focal point using size, color, and placement.
  • Legibility Above All: Use large, bold, sans-serif fonts and extreme contrast.

Principle 2: Visual Dominance

  • Show, Don't Tell: Use simple animations or icons to demonstrate product value.
  • Purposeful Motion: Use motion strategically to guide the viewer's eye.
  • Persistent Branding: Your logo and brand colors should be clearly visible.

Principle 3: Contextual Relevance

  • Dynamic Creative Optimization (DCO): Tailor creative in real-time based on triggers like time or weather.
  • Venue-Specific Design: Adapt creative for the location's typical dwell time.
  • Contextual CTA: Use CTAs that drive to a memorable URL or reinforce the brand name.

"The 'Glance-and-Go' framework is our bible. It forces us to kill our darlings and distill a complex B2B message down to its visual essence. If it can't be understood in a drive-by, it's not ready for a billboard."

— Head of Creative, Enterprise SaaS Brand

Case Study: Canva's Self-Aware Humor

Canva needed to connect with its core audience of creatives in a way that felt authentic. They turned common, frustrating client feedback into witty, visual jokes.

Problem

Connect with designers and creatives authentically without a hard sell.

Solution

Used billboards to turn inside jokes like "Make the logo bigger" into visual gags, showcasing product features implicitly.

Outcome

Generated significant social media buzz, turning billboards into shareable moments and strengthening brand loyalty.

How to Implement the Creative Framework

  • 1. Start with a Single Message: What is the one thing you want the viewer to remember? Build the entire creative around this single idea.
  • 2. Storyboard Visually (No Text): Create a 3-5 panel storyboard using only shapes and icons. If it doesn't work without words, it's too complex.
  • 3. Apply the "Squint Test": Look at your design from a distance and squint. Is the most important element still the most prominent and legible?
  • 4. A/B Test Creative Concepts: Use a programmatic DOOH platform to run different creative versions and measure brand lift or web traffic to find the winner.

The Rise of Programmatic DOOH (pDOOH)

Programmatic DOOH (pDOOH) automates the buying, placement, and optimization of ads on digital screens through demand-side platforms (DSPs). This addresses "The Programmatic Integration Gap" by transforming a traditionally manual process into a flexible, data-infused workflow.

Data-Driven Targeting

Flexibility & Control

Efficiency

Omnichannel Integration

PLG Base Enterprise OOH Boost

The Advids Contrarian Take: OOH for PLG Scaling

While Product-Led Growth (PLG) is powerful for initial adoption, it often hits a ceiling when moving upmarket to enterprise accounts. At that stage, you need brand credibility. OOH becomes a critical scaling lever, signaling market leadership and building the trust necessary to win over buying committees and close larger deals.

Integration with ABM & Mobile Retargeting

pDOOH provides the "air cover" for ABM strategies, building brand awareness across a target organization. One of the most powerful tactics is the mobile retargeting synergy, which directly bridges the physical-to-digital gap.

  • Exposure: A DOOH campaign runs in a geofenced location.
  • Audience Capture: Anonymized mobile device IDs of nearby users are collected.
  • Digital Retargeting: This audience is served follow-up digital ads, reinforcing the message.
OOH Mobile

The Unified OOH Strategy Funnel

Cracking the Measurement Black Box

Historically, the greatest weakness of OOH—and the source of most CFO skepticism—has been the difficulty in attributing business outcomes to campaign spend. This is "The Measurement Black Box": the challenge of definitively linking exposure to a physical billboard with a digital conversion. The primary value lies in its influence across the entire funnel.

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Key Methodologies for Measuring B2B OOH Impact

Geo-Lift Analysis

This methodology measures mid-funnel impact by comparing the change in business metrics (e.g., website traffic, demo requests) in the market(s) where the OOH campaign is running ("test markets") against similar markets where it is not ("control markets"). This is one of the most robust ways to correlate OOH spend with digital outcomes.

Brand Lift Studies

The primary method for quantifying top-of-funnel impact. It involves surveying an "exposed" group and a "control" group to measure the statistical lift in key metrics like ad recall, brand awareness, and consideration.

Digital Impact Analysis

This involves tracking website analytics and search trends for a measurable increase in direct and organic website traffic, as well as an increase in branded search volume within the campaign's geographic area.

Model Digital Social OOH

Integrating into MMM & MTA Models

For the most sophisticated organizations, the final step is to integrate OOH into broader marketing measurement frameworks like Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA). Through device ID passback, an OOH exposure can be logged as a touchpoint in the customer journey, allowing platforms to assign fractional credit for its role in influencing deals.

The OOH-to-Digital Attribution Bridge

To provide a clear path to measurement, Advids has synthesized methodologies into a unified model. It's a three-tiered framework for connecting physical ad exposure to tangible digital performance and revenue.

Tier 1: Brand Impact

Measures the effect on brand perception via Brand Lift Studies. Answers: "Did the campaign make our audience more aware of our brand?"

Tier 2: Digital Response

Measures direct impact on online behavior via Geo-Lift Analysis. Answers: "Did OOH drive more people to our website?"

Tier 3: Pipeline Influence

Connects OOH exposure to revenue via Multi-Touch Attribution (MTA). Answers: "Did OOH help us generate and accelerate revenue?"

"The Attribution Bridge gives us the language to talk to our CFO. By Tier 3, we're showing influenced pipeline in Salesforce. It turns a 'brand' campaign into a revenue-driving investment."

— VP of Marketing, Series D SaaS Company

Beyond Lift: Advanced KPIs for 2026

As you mature your strategy, measurement must evolve. The industry is moving beyond "impressions" toward "attention." Your goal is not just to be seen, but to be watched.

Pipeline Velocity Lift

A powerful indicator of OOH impact is a reduction in the sales cycle length. Quantify how brand salience accelerates deals through the pipeline. A 10% reduction in a 9-month sales cycle is a massive efficiency gain.

Impression Attention

Implementing the Attribution Bridge

1. Establish Baselines

Document metrics pre-campaign.

2. Set Up Tracking

Ensure analytics and CRM are ready.

3. Partner with Vendors

Engage measurement partners early.

4. Analyze & Report

Conduct post-campaign analysis for ROI.

The Advids Warning on Over-Attribution

Be rigorous and intellectually honest. The goal is to demonstrate influence, not claim 100% credit. Presenting OOH as a collaborative player within an omnichannel strategy is key to earning credibility with your CFO.

The 2026 Perspective: Future Trends

"The line between our physical and digital lives is blurring... the most successful campaigns won't treat OOH as a separate channel, but as the public-facing screen in a fully integrated, data-driven customer experience."

— MarTech Futurist & Analyst
Immersive & Anamorphic 3D DOOH: From "wow" moments to unmissable, shareable brand experiences that communicate innovation.
AI-Driven Media Buying: AI will analyze real-time data to dynamically shift budgets and predict audience concentrations.
The Convergence of Screens: Campaigns will run holistically across DOOH, CTV, and mobile, creating a powerful surround sound effect from a single buy.
The New Data Privacy Landscape: As third-party cookies deprecate, the privacy-safe nature of location-based targeting becomes a major strategic advantage.

The Strategic Imperative for SaaS

The single most important shift is to stop viewing OOH as an "offline" channel and start treating it as a powerful, data-driven touchpoint within a unified, omnichannel customer journey. It is the last broadcast medium that cannot be skipped, blocked, or ignored. In the attention economy, that is a superpower.

For too long, B2B marketers have been fighting for inches on a crowded digital battlefield. The renaissance of data-driven OOH invites you to look up.

The Advids Way: Your Implementation Roadmap

A repeatable 10-point plan that moves from strategy to execution, ensuring your first campaign is built for success.

Actionable Checklist for Your First B2B OOH Campaign

  1. Define a Strategic Objective.
  2. Select Your Targeting Strategy.
  3. Identify Your Data Sources.
  4. Allocate a Test Budget ($10k-$40k/month).
  5. Design with the "Glance-and-Go" Framework.
  6. Choose a Programmatic Partner/DSP.
  7. Implement a Measurement Plan (Tiers 1 & 2).
  8. Integrate Mobile Retargeting.
  9. Coordinate with Sales for air cover.
  10. Analyze, Optimize, and Scale.