Brand Awareness & Online Engagement

To introduce a new product feature, a leading B2B software platform turned to Clear Channel Outdoor (CCO) to reach upper management decision-makers. The targeted out-of-home campaign increased brand awareness and favorability while driving strong consideration and measurable website engagement.

Key campaign results:

Campaign objective: Driving awareness of a new feature among B2B decision-makers

The B2B software platform set out to increase awareness of a newly launched product feature among executives and managers responsible for evaluating and purchasing enterprise software solutions.

The objective was clear: reach upper management decision-makers, build positive brand perception, and drive consideration that would lead to website engagement and future sales inquiries.

Billboard advertising solution: Strategic Bulletin placements across San Francisco

Clear Channel Outdoor executed an out-of-home campaign across San Francisco using a mix of printed and digital bulletins placed in high-traffic areas.

San Francisco's concentration of technology companies, startups, and enterprise businesses made it a strategic market for reaching B2B software decision-makers. By positioning billboards along major commuting and business corridors, the campaign delivered consistent visibility among executives throughout their daily routines.

The combination of printed and digital formats ensured sustained presence and message reinforcement, increasing awareness of the new feature and prompting online research and engagement.

Billboard advertising results: Strong brand lift across the B2B decision funnel

The campaign delivered measurable impact across awareness, favorability, and consideration among upper management decision-makers.

These results show how OOH moves business audiences through the full decision journey. Awareness is essential in B2B marketing, but awareness alone does not drive pipeline. The significant lift in favorability demonstrates that exposed executives did not simply recognize the brand. They developed positive sentiment toward it.

In enterprise software purchasing, trust and credibility influence evaluation and vendor selection. Strengthening favorability helps position brands for inclusion in shortlists and deeper evaluation.

The 76% consideration intent reflects meaningful movement from awareness to active evaluation. For B2B software brands with longer sales cycles, generating consideration among qualified decision-makers strengthens future pipeline and supports ongoing sales efforts.

27% lift in website visits demonstrates immediate online action

The campaign also drove measurable digital engagement. Exposed audiences showed a 27% lift in website visits, with 30% of visits occurring within one day of exposure.

This demonstrates how OOH advertising connects real-world visibility with online action. Decision-makers who saw the campaign took steps to learn more and visit the website.

For B2B marketers focused on measurable performance, the ability to drive both brand lift and trackable website engagement highlights OOH's dual impact: building brand equity while generating near-term digital activity.

Measuring billboard advertising effectiveness with RADARProof

Campaign performance was measured using RADARProof, Clear Channel Outdoor's brand measurement solution.

RADARProof identified decision-makers exposed to the campaign and surveyed the target audience to measure awareness, favorability, and consideration intent. Website visitation was analyzed using privacy-safe, aggregated location data to compare exposed and control audiences and determine the timing of online engagement following exposure.

This approach provides B2B and enterprise technology brands with validated insight into how OOH influences both brand perception and digital behavior among key decision-makers.

Study details:

_{^{Source: Kochava, Kantar, December 2025 | Lift confidence level: 80%; 95% Kantar}}