No one targeting big tech bothers with out-of-home (OOH) ads anymore.
Why would they?
Most decision-makers practically live online. When they do leave their screens, it’s usually just to head to a convention—where, ironically, they stare at screens some more.
So why did DolFinContent pour resources into billboards, bus stop ads, rideshare wraps, coffee trucks, and airport banners across San Francisco this summer?
And why did this campaign lead to a 140% increase in call requests and a 77% increase in direct California traffic year-over-year?
Let’s break it down.
Why We Did It
Because everyone else wasn’t.
"In marketing, if all your competitors zig, sometimes you should zag," says Eliott Wahba, CEO of DolFinContent.
While competitors were hyper-focused on digital ads, social content, and SEO, we saw an opportunity. Tech buyers still move through the real world. We just needed to meet them there.
Key insight:
- Big tech audiences may be digital-first, but they’re still people—grabbing coffee, commuting, and attending in-person events.
We chose San Francisco as ground zero, coinciding with SaaStr Annual and Dreamforce—two of the biggest gatherings of tech decision-makers.
How We Did It
Step 1: Target Intelligently
We didn’t blanket the city at random. We focused placements:
- Near SaaStr and Dreamforce venues
- On coffee trucks parked outside event centers
- In high-traffic transit areas
- Airport banners where travelers couldn’t miss them
Step 2: Integrate, Don’t Isolate
OOH wasn’t a standalone effort. We combined it with:
- Paid digital campaigns
- Event marketing
- Direct mail
- Email sequences
"We weren’t looking for instant results. We built a multi-touch journey," says Wahba.
Step 3: Leverage Our Own Creative Teams
DolFinContent’s dedicated design squad handled everything—concept, production, photography, and rollout.
- Custom imagery, not stock
- Bold, cheeky copy
- Real-time feedback during shoots
- Seamless collaboration via remote production tools
Yes, we got a little high on our own supply. And it paid off.
How It Played Out
Execution:
- Delivered all assets in two weeks (an unheard-of turnaround for a campaign of this scale).
- Rolled out across San Francisco from September 4 to 17.
Results (So Far):
- 140% YoY increase in California call requests
- 77% YoY increase in direct traffic
- 47% increase in organic search from the region
- At least one prospect booked a call directly after seeing our airport banner.
And no—we didn’t burn out our internal teams or drown in endless creative revisions.
"Honestly, it was smoother than some of our smaller digital campaigns," Wahba admits.
What You Can Learn from This
1. Offline Still Works—If It’s Smart
Most marketers think OOH is obsolete for tech. It’s not. It just requires strategic timing, location, and messaging.
2. Integrate or Die
OOH should never be a standalone play. Sync it with your digital funnel, email nurture, and paid ads.
3. Act Fast (But Plan Faster)
Our two-week production timeline succeeded because we used a dedicated, agile creative team built for fast, high-quality work.
4. Make Creative That Stops Traffic
We didn’t just post ads—we told a story. One that resonated, sparked curiosity, and tied directly to our brand promise.
5. Measure Everything
We tracked calls, direct traffic, and organic search lifts by region. OOH isn’t a “set it and forget it” medium anymore.
Quick Tips for Your OOH Campaign
Marketing Tips:
- Localize: Speak directly to the local audience or event.
- Bridge Physical + Digital: Use QR codes or social engagement hooks.
- Time It Right: Align with relevant events or seasons.
- Think Unexpected: Don’t just go for billboards. Coffee trucks, rideshare wraps, and transit shelters work too.
- Rotate Creative: Keep ads fresh to avoid fatigue.
Design Tips:
- High-Impact Visuals: Simple, bold imagery that pops from a distance.
- Bold Typography: Easy to read at a glance.
- Experiment: AR billboards, interactive ads, or other creative tech integrations.
- Stay Consistent: Match your OOH visuals with landing pages and digital ads.
Final Thought
"Everyone told us it couldn’t be done. We did it anyway. And it worked." — Eliott Wahba
Want to skip the headaches and run smarter, faster OOH campaigns with creative that actually moves the needle?
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