Digital Out-of-Home Advertising Examples for B2B and B2C Campaigns
Digital out-of-home advertising examples look different depending on the audience behind them. A campaign built for enterprise software buyers has almost nothing in common with one built for a CPG launch. Still, both start the same way: with a clearly defined audience and an environment chosen because that audience is already there.
This guide walks through real examples of how DOOH works across objectives, industries, and buying journeys, from awareness to action. Each one is built to be part of a broader media mix, not a stand-alone fix. DOOH works best alongside paid search, social, CTV, and other channels already in the plan.
What Makes a Strong DOOH Advertising Example?
Not every screen ad maximizes the opportunity DOOH offers. The strongest campaigns share a few things in common:
- A clear campaign objective
- Strong context fit between the message and the environment
- A simple, fast-to-read creative message
- Audience and environment alignment, meaning the environment was chosen because the audience is there, not the other way around
- A measurable next step when the goal is action
A useful framework to plan against:
Objective → Audience → Buying Journey → Environment → Message → CTA → Measurement
DOOH Examples by Campaign Objective
Every DOOH campaign should start with the audience. Once that’s defined, the environment, message, and measurement plan follow. And no brand builds a media plan around DOOH alone. These examples work best layered into a broader mix that might include paid search, CTV, or social.
Awareness Campaign Example
Goal: build brand recognition or introduce a new product
An awareness campaign starts by identifying who needs to know the brand exists. For a national consumer brand, that might mean residents in high-density apartment communities and professionals in office towers, both audiences with strong purchasing power that can be reached across multiple environments throughout their daily routines.
Best environments: a broad mix of office, residential, and student housing screens that extends reach across the places the target audience works and lives
Creative approach: bold brand identity with one clear message
Measurement: reach, frequency, impressions, brand lift, recall study, search lift
High-performing locations often include:
- Main lobbies
- Elevator banks
- Amenity spaces
- Conference centers
- Reception areas
- Parking entrances
These locations naturally create moments where occupants have time to absorb information without disrupting their experience.
Consideration Campaign Example
Goal: move an audience from recognition to genuine interest
Consideration campaigns work best once a brand already has some visibility with its audience and needs to build a stronger case. A financial services brand targeting business decision-makers, for example, might use repeated exposure across relevant office environments to stay top-of-mind, reinforce key benefits, and encourage the audience to learn more.
Creative approach: benefit statement, supporting proof point, and a soft CTA
Measurement: site lift, branded search lift, landing page traffic, QR engagement
Action Campaign Example
Goal: drive a specific, measurable response
Action-oriented campaigns need an audience that’s already close to a decision. A CPG brand, for instance, can target household shoppers in residential properties within a defined radius of retail locations, pairing a direct offer with proximity to the point of purchase.
Creative approach: a clear offer paired with a QR code, vanity URL, app download prompt, lead form, or store locator
Measurement: QR scans, URL visits, conversions, retargeting audience growth
B2B DOOH Advertising Examples
ABM Campaign for Enterprise Software
Audience: target account clusters, executives, and business decision-makers at named accounts
Environment: a custom venue list of office buildings selected based on the specific companies and target accounts located within them
Campaign idea: tailor creative by target industry or account, highlighting the product benefits most relevant to each audience. For example, legal-specific solutions in buildings with key law firms or insurance-specific benefits in buildings housing target insurance companies
CTA: scan for an industry-specific landing page or demo request
Measurement: account-level engagement lift, branded search lift, landing page visits, meeting requests
Office environments work here because the audience, not the screen type, drives the buy. With ABM-targeted venue selection, brands can build custom lists of buildings where priority companies and decision-makers are located, putting tailored messages in front of the buying committee during the workday.
Financial Services Campaign for Business Decision-Makers
Audience: executives, founders, finance leaders, and other professionals evaluating business banking or wealth management services
Environment: targeted office buildings selected based on the companies, industries, and professional audiences the campaign is designed to reach
Campaign idea: promote business banking, wealth management, insurance, or retirement planning
CTA: “Scan to book a consultation” or a vanity URL
Measurement: QR scans, qualified leads, site lift, search lift
B2B Event Promotion Campaign
Audience: marketers, executives, procurement teams, and category decision-makers likely to attend an industry event. For example, a marketing conference could prioritize buildings housing ad agencies, major brand headquarters, and marketing teams likely to attend.
Environment: targeted office buildings where professionals who match the event’s audience are concentrated, timed to run ahead of the event
Campaign idea: promote booth visits, lunch sessions, hosted meetings, or brand activations
CTA: “Add this session to your calendar” or “Visit booth #___”
Measurement: session attendance, QR scans, meeting bookings, post-event retargeting
SaaS Product Launch Campaign
Audience: professionals in the specific industries or roles most likely to adopt the product
Environment: office buildings selected to reach the industries, companies, or professional audiences most likely to adopt the product
Campaign idea: introduce a new feature or platform capability
CTA: “See the product in action”
Measurement: demo page visits, retargeting pool growth, branded search liftBehind every polished installation is thoughtful infrastructure planning.
Screens should be securely mounted while remaining accessible for servicing. Technicians shouldn’t need to remove architectural finishes or disrupt tenants just to replace a media player or troubleshoot a connection.
As for elevators, according to Schindler’s 2022 white paper, Communication Inside Buildings: How to Be Efficient and Effective, ”Enabling elevators with communication infrastructure and understanding that elevators can be highly efficient communication platforms are important aspects for planning, management, and modernization in almost any type of building.”
During planning, evaluate:
- Mounting compatibility
- Ventilation requirements
- Concealed cable routing
- Equipment accessibility
- Future serviceability
Designing with maintenance in mind reduces both downtime and long-term operating costs.
B2C DOOH Advertising Examples
CPG Product Launch Campaign
Audience: household shoppers and principal decision-makers in their daily routines
Environment: residential and student housing screens, chosen because this audience is reachable at home, where everyday purchase decisions get made
Campaign idea: launch a snack, beverage, personal care, or household product
CTA: QR code for a coupon, store locator, or product page
Measurement: QR scans, coupon redemptions, retail lift, search lift
Luxury Brand Awareness Campaign
Audience: high-income consumers and professionals with strong discretionary spending
Environment: premium office and luxury residential screens, selected because this audience over-indexes in these buildings
Campaign idea: seasonal collection, fragrance, jewelry, auto, or travel promotion
CTA: “Explore the collection” or “Book an appointment”
Measurement: site visits, store locator usage, appointment requests, brand lift
Travel and Hospitality Campaign
Audience: professionals and residents planning upcoming trips, along with frequent travelers
Environment: office and residential screens, chosen because this audience plans travel from home and at work, not just at the airport
Campaign idea: promote destinations, hotels, airline routes, loyalty programs, or seasonal packages
CTA: “Plan your trip” or “Unlock the offer”
Measurement: landing page visits, bookings, search lift, QR engagement
Entertainment and Streaming Campaign
Audience: consumers with regular exposure opportunities across their week
Environment: residential and student housing screens, where repeat, in-home exposure builds recall over time
Campaign idea: promote a new show, film, album, game, or live event
CTA: “Watch the trailer” or “Stream now”
Measurement: trailer views, QR scans, app opens, awareness lift
DOOH Examples by Industry
Healthcare and Wellness
- Open Enrollment
- Urgent care or telehealth awareness
- Fitness membership promotion
- Benefits enrollment education
- Mental health wellness app campaigns
- Seasonal campaigns like flu and cold medication, or vaccine awareness, which see strong demand during peak seasons
Best practice: keep messaging compliant, helpful, and non-sensitive.
Education
- Graduate program recruitment
- Continuing education promotion
- Student housing campaigns
- Professional certification programs
Best practice: lead with a clear value proposition, include deadlines, and pair the message with a QR-enabled information path.
Retail and Local Services
- Store opening campaigns
- Limited-time offers
- Local delivery service promotion
- App-based service promotion
Best practice: pair location relevance with a simple, single CTA.
Creative Example Modules
A few sample campaign cards to show how objective, audience, and environment come together in practice:
Industry: B2B SaaS
Objective: ABM awareness and demo intent
Environment: Office screens in target account markets
Sample headline: “Your competitors are automating reporting. Are you?”
CTA: “Scan to see the 2-minute demo”
Measurement: QR scans, demo page visits, account engagement lift
Industry: CPG
Objective: Product launch and trial
Environment: Residential and student housing screens
Sample headline: “New. Now in your fridge.”
CTA: “Scan for a coupon”
Measurement: QR scans, coupon redemptions, retail lift
Industry: Financial Services
Objective: Consideration for wealth management services
Environment: Premium office screens
Sample headline: “Your portfolio deserves more than a quarterly check-in.”
CTA: “Scan to book a consultation”
Measurement: QR scans, qualified leads, site lift
Industry: Higher Education
Objective: graduate program recruitment
Environment: Office screens in markets like Hartford and Austin, alongside major metros, to reach working professionals considering a return to school
Sample headline: “Your MBA. Your schedule.”
CTA: “Scan to explore programs”
Measurement: QR scans, application page visits, search lift
What the Best DOOH Examples Have in Common
- The message fits the audience, and that’s what determines the environment, not the other way around
- The creative is easy to understand at a glance
- The brand is visible immediately, without requiring a second look
- The CTA matches where the audience actually is in their decision
- The campaign is built with measurement in mind from the start
- The media plan accounts for reach, frequency, and repetition over the flight, not just a single placement
How to Turn These Examples Into a Campaign Brief
Use this as a starting template for planning:
- Campaign objective: what you want the campaign to accomplish
- Audience: who you’re trying to reach and why
- Audience journey and placement strategy: where the audience can be reached at meaningful points throughout their buying journey
- Creative message: the core idea, kept simple
- CTA: the action you want the audience to take
- Buying method: direct, programmatic, or a hybrid of both
- Measurement plan: the metrics that will define success
- Optimization plan: how you’ll adjust creative, targeting, or delivery mid-flight
FAQ
What are examples of digital out-of-home advertising?
Examples include ABM campaigns on office screens, CPG launches on residential screens, financial services consideration campaigns, and entertainment awareness campaigns, all built around a defined audience and the environment where that audience naturally spends time.
What are examples of DOOH campaigns for B2B brands?
Common B2B examples include ABM campaigns targeting named accounts, financial services campaigns for executives, event promotion for conference attendees, and SaaS product launches aimed at specific professional roles.
What are examples of DOOH campaigns for B2C brands?
B2C examples include CPG product launches in residential environments, luxury brand campaigns targeting high-income consumers, travel and hospitality promotions, and entertainment or streaming launches.
What industries use digital out-of-home advertising?
Industries using DOOH include B2B SaaS, financial services, CPG, luxury retail, travel and hospitality, entertainment, healthcare, and education, among others.
How do brands measure DOOH advertising examples?
Measurement depends on the objective. Awareness campaigns typically track reach, frequency, and brand lift, while action-oriented campaigns track QR scans, site visits, conversions, and retargeting audience growth.
Can DOOH advertising drive leads or conversions?
Yes. When paired with a clear CTA, like a QR code, vanity URL, or landing page, DOOH can be measured against leads, demo requests, and conversions, not just impressions.
What makes a good DOOH creative example?
Strong DOOH creative pairs a simple, fast-to-read message with a CTA that matches the audience’s moment, all delivered in an environment that fits the brand’s target audience.
How is programmatic DOOH used in real campaigns?
Programmatic DOOH lets advertisers activate campaigns across premium inventory with flexible budgets, dayparting, and audience-based targeting, often as part of a broader omnichannel media plan alongside CTV, display, and social.
Start Building a DOOH Campaign With Captivate
Captivate helps brands plan and activate DOOH campaigns across premium, audience-first environments, including office, residential, and student housing screens. Whether the goal is ABM awareness for enterprise accounts or a national CPG launch, Captivate’s advanced targeting starts with who you need to reach, then builds the environment and media plan around that audience.