How To Advertise To Advertisers At Ad Industry Events (Like Advertising Week) | AdExchanger

"Advertising professionals encountered this phenomenon last week while en route to The Penn District, home base of Advertising Week New York (AWNY) since 2023. For the four days of the event, nearly all the screens in nearby subway stops (especially in Herald Square), aboveground LinkNYC kiosks and even the giant digital billboards around Penn Station were host to ads from some pretty heavy hitters, including Nielsen, The Trade Desk and Snapchat for Business, just to name a few."

"But if it felt like there were a lot more of these ads than usual this year, that's because there probably were. There were lots of newbies on the scene. Most of the companies that AdExchanger spoke with about their ads for ads during Advertising Week were dipping their toe into digital out-of-home for the very first time, hoping to capture the attention of the 16,000 people that Advertising Week estimated would be in attendance."

"When Cognitiv launched its first OOH campaign two years ago, it sought out placements in New York, Boston and Chicago, said Justine Frostad, SVP of marketing. That the AI marketing company's new campaign happened to come together just in time for Advertising Week gave it an opportunity to market around a tentpole event, which allows for more granular geographical targeting almost by default. The people you want to reach are all gathered in one place."

Advertising Week New York concentrated a large audience near Penn Station and Herald Square, where screens, LinkNYC kiosks and billboards displayed industry-targeted ads from major and emerging advertisers. Numerous B2B companies experimented with digital out-of-home for the first time to reach roughly 16,000 anticipated attendees. Traditional B2B digital marketing focuses on down-funnel channels like paid social and CTV, but tentpole events enable granular geographic targeting and concentrated reach. Cognitiv's OOH campaigns targeted New York, Boston and Chicago and leveraged event timing to capitalize on in-person gatherings. Urban headquarters and event foot traffic make OOH a viable complement to programmatic and social strategies.

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