In the bustling streets of cities and along the highways, billboards remain a dominant force in advertising, drawing the attention of millions daily. Alex Ewing, CEO of OneScreen.ai, is capitalizing on this trend, steering startups towards out-of-home (OOH) advertising, which includes traditional platforms like billboards and subway ads.
Based in Boston, OneScreen.ai acts as a conduit between startups and the vast world of OOH advertising, helping them find the perfect spots for their marketing campaigns.
The Rise of OOH Advertising
With a projected growth in OOH advertising spend in the U.S. to reach $9.3 billion this year and nearly $12 billion by 2029, according to Statista, companies like fintech Ramp and technical recruiter Karat are turning to OneScreen.ai for their advertising needs.
The appeal of OOH advertising lies in its ability to create significant brand visibility in a way digital advertising often can’t match, especially in an era where ad blockers and privacy regulations make online advertising challenging.
OneScreen.ai doesn’t just place ads randomly; it uses a mix of demographic and historical data, along with anonymized location data, to strategically place ads where they will make the most impact. For B2B companies like Ramp, which one might not immediately associate with bus wraps or subway ads, the strategy is about brand recognition more than direct consumer engagement. Ewing explains that amidst the dwindling ROI from digital campaigns, more companies are revisiting OOH advertising to enhance their visibility and brand presence.
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What sets OneScreen.ai apart is its ability to tailor advertising strategies to the specific needs of B2B companies. By analyzing target customer data, OneScreen can position ads in proximity to specific corporate headquarters or along commuter routes frequented by employees of target companies. This strategic placement helps ensure that the ads are seen by the right people, even if the direct conversion from viewer to customer isn’t as immediately measurable as in digital advertising.
The Challenge of Measuring ROI
While OOH advertising offers significant advantages in terms of visibility and brand strengthening, one of its challenges is the difficulty in measuring ROI. Unlike digital ads, where clicks and conversions can be tracked in real-time, the impact of a billboard or a subway ad is harder to quantify.
However, Ewing believes that the presence of a brand in the physical world can profoundly influence potential clients, serving as a primer for more direct marketing efforts like sales pitches or follow-up emails.
As the landscape of advertising continues to evolve, companies like OneScreen.ai are pivotal in bridging the gap between traditional media and modern marketing needs. By leveraging technology to enhance the placement and effectiveness of OOH advertising, OneScreen.ai is helping to ensure that this old-school approach to marketing remains relevant and effective in the digital age.
In a world where digital and physical realms increasingly intersect, the power of seeing a familiar brand in a tangible format like a billboard or a bus ad cannot be underestimated. For startups and established businesses alike, OOH advertising offers a unique opportunity to make a lasting impression in the real world, enhancing brand recognition and ultimately driving growth.