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Close this search box. Helping Startups Find Optimal Ad Placements on Billboards and Measure ROI

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By: Headliners News / June 25, 2024

Meet, a Boston-based startup, is bridging the gap between technology startups and out-of-home (OOH) advertising, enabling companies like fintech firm Ramp and technical recruiter Karat to advertise on billboards and in subways. The company, led by CEO Alex Ewing, leverages its platform to help startups find optimal ad placements based on potential customer demographics and historical data, providing a fresh and creative approach to marketing.

Ewing, who joined last year, views billboards as a unique canvas for marketers, offering a tangible presence that digital screens lack. The company’s platform uses anonymized location data to track the effectiveness of ad campaigns, helping startups measure their return on investment (ROI). has raised $4.7 million from investors including Asymmetric Capital Partners, Techstars, and Impellent Ventures. The company has achieved profitability and tripled its revenue in the past year. The rising popularity of OOH marketing, especially among startups, is reflected in the U.S. OOH advertising spend, which is expected to reach $9.3 billion this year and nearly $12 billion by 2029, according to Statista.

Their team notes that startups are increasingly turning to OOH advertising as digital marketing becomes less effective due to privacy regulations and ad-blocking technologies. B2B companies like Ramp are finding value in brand recognition through physical advertisements, even though the majority of viewers may not be direct customers. tailors ad strategies for B2B companies by using data to place ads near target customer headquarters or along commuting routes. This approach aims to create brand awareness and drive inbound leads, even if the ROI is harder to track compared to digital ads. The company employs anonymized cell phone tracking to gauge reactions to ads, measuring metrics like website traffic from individuals who viewed the ad.

The shift towards OOH advertising is seen as a long-term strategy for brand building. Companies recognize that while digital ads offer immediate click-through tracking, OOH ads can significantly enhance brand presence and credibility in the physical world. For instance, a New York MTA bus wrapped in a Ramp ad can leave a lasting impression, potentially more impactful than a cold sales email.

Their team has further emphasized the power of real-world brand visibility, noting that effective OOH advertising can soften the market for inbound leads and drive significant business outcomes. As continues to grow, it aims to redefine the marketing landscape by integrating advanced data analytics with traditional advertising methods, helping startups achieve broader market reach and stronger brand recognition.

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