{"id":50850,"date":"2025-11-18T07:00:33","date_gmt":"2025-11-18T12:00:33","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=50850"},"modified":"2025-11-14T09:12:31","modified_gmt":"2025-11-14T14:12:31","slug":"is-a-50-billion-channel-being-ignored-by-b2b-marketers","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/is-a-50-billion-channel-being-ignored-by-b2b-marketers\/50850\/","title":{"rendered":"Is a $50 Billion Channel Being Ignored by B2B Marketers?"},"content":{"rendered":"<p>A new survey found B2B marketers are undervaluing <a href=\"https:\/\/www.demandgenreport.com\/industry-news\/feature\/understanding-the-language-of-b2b-the-abcs-of-demand-gen-report\/50822\/\">Out-of-Home (OOH<\/a>) advertising despite a significant portion of companies secretly using it as trackable growth engine.<\/p>\n<p>The study, <em><a href=\"https:\/\/www.onescreen.ai\/research\/\">The State of B2B Out-of-Home Advertising Adoption<\/a><\/em>, conducted by\u00a0<a href=\"http:\/\/onescreen.ai\/\">OneScreen.ai<\/a>\u00a0and B2B research platform\u00a0<a href=\"http:\/\/www.wynter.com\/\">Wynter<\/a>, spotlights a $50 billion blind spot that is letting more aggressive peers gain a critical advantage.<\/p>\n<p>The primary reason B2B marketers avoid OOH is rooted in outdated perceptions about tracking and capability\u2014 77% of marketers cited a lack of measurement as their main concern, while 57% had previously ruled out the channel because they doubted it would reach their Ideal Customer Profile (ICP).<\/p>\n<h3><strong>OneScreen\u2019s Wise <\/strong><\/h3>\n<p>This skepticism persists despite 52% of marketers believing OOH can reach their ICP effectively, a conflicted view that underscores the need for better education, observed Greg Wise, Co-Founder and Chief Customer Officer at OneScreen.ai.<\/p>\n<p>\u201cThe biggest barrier isn\u2019t the channel, it\u2019s the outdated thinking holding marketers back,\u201d said Wise in a statement. \u201cModern OOH is a mix of programmatic formats that can be measured and are highly targetable.\u201d<\/p>\n<h3><strong>Who is Using OOH?<\/strong><\/h3>\n<p>The study found that 46% of all B2B companies are already using OOH with adoption strongest among mid-market firms (201\u20135,000 employees).<\/p>\n<p>OneScreen.ai officials argue this barrier is obsolete as modern adtech allows OOH to be tied directly to digital performance\u2014 companies using these methods are reporting over 90% ROI satisfaction. Brands actively using OOH are tracking lift in branded search volume in exposed markets; spikes in web traffic following campaign runs; and pipeline acceleration for specific target accounts.<\/p>\n<p>The knowledge gap is stark: 77% of marketers admit they\u2019d need agency support or a platform to execute an OOH campaign, suggesting the problem is a lack of expertise, not a lack of opportunity.<\/p>\n<h3><strong>Cost and Adoption Reality<\/strong><\/h3>\n<p>Despite the perception that OOH is reserved for Fortune 500 budgets, 53% of marketers believing OOH is prohibitively expensive despite data indicates the opposite.<\/p>\n<p>Growth-stage companies are strategically blending formats, such as digital transit ads and event-proximate placements, to signal market leadership without requiring massive spending. Companies with higher allocations to brand awareness (30% or more of their budget) are significantly more likely to be OOH adopters.<\/p>\n<p>The most successful B2B marketers are treating OOH not as a standalone channel, but as a force multiplier that amplifies existing campaigns, especially events. Forty two percent of marketers expressed a desire to use OOH to \u201cswarm events\u201d\u2014 placing ads in airports, hotels, and transit hubs to dominate the conversation around a major conference.<\/p>\n<p>Additionally,\u00a0OOH is increasingly being used to drive users offline to online. By using unique URLs or geo-targeting, the channel builds physical-world awareness first, making subsequent digital retargeting and demand generation efforts significantly more effective.<\/p>\n<h3><strong>Path Forward<\/strong><\/h3>\n<p>The appetite for OOH is high, with 70% of skeptical marketers saying they would adopt it if they knew how to measure its impact.<\/p>\n<p>The report offers a forward for B2B marketers and the agencies that support them\u2014Prioritize Education to move past measurement anxiety by establishing frameworks to track OOH\u2019s impact on branded search and web traffic; use major industry events as targeted, measurable pilot programs; and invest in differentiation to create bold, unique B2B advertising that avoids the \u201csea of sameness.\u201d<\/p>\n<p>For the full <em><a href=\"https:\/\/www.onescreen.ai\/research\/\">The State of B2B Out-of-Home Advertising Adoption report, click here<\/a><\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new survey found B2B marketers are undervaluing Out-of-Home (OOH) advertising despite a significant portion of companies secretly using it as trackable growth engine. The study, The State of B2B Out-of-Home Advertising Adoption, conducted by\u00a0OneScreen.ai\u00a0and B2B research platform\u00a0Wynter, spotlights a $50 billion blind spot that is letting more aggressive peers gain a critical advantage. The [&hellip;]<\/p>\n","protected":false},"author":90,"featured_media":50895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19360],"tags":[15837,15836,20162,20160,18382,20133,20164,20163,20159,20161],"topic":[19126,19127,19357],"class_list":["post-50850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-brief","tag-icp","tag-ideal-customer-profile","tag-lift-in-branded-search-volume","tag-onescreen-ai","tag-ooh-advertising","tag-out-of-home-advertising","tag-pipeline-acceleration","tag-spikes-in-web-traffic","tag-the-state-of-b2b-out-of-home-advertising-adoption","tag-wynter","topic-b2b-advertising","topic-channel-partner-marketing","topic-measurement-attribution"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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