Access Point
OOH CONSIDERATIONS
AN APC APPROACH TO TRADITIONAL OOH
Having introduced levity into the brand through the video spots, Access Point is primed to get wacky with other mediums in a way other companies can’t (or won’t).
We believe (even in the simplest forms of OOH) that subverting expectations is the quickest way to getting attention. We can call people out, make fun of ourselves a bit, be super-concise or comically verbose, and of course, lean on Hanna to add the human warmth to our message.
A key recommendation is being more targeted in venue- not just airports, but airport lounges. Not just bus stops, but rideshare stations in key travel spots like Amtrak stations.
REPEATABLE MESSAGING
Those wince-inducing Philly billboards that nod to soft pretzels, the liberty bell, Rocky steps… they all have one thing in common: they’re not funny.
We think that the inherently disingenuous nature of a non-local firm advertising to locals is underscored by a lack of fun. But, levity covers a multitude of sins, and we think Access Point’s sharp sense of humor can help break through the cringe when approaching audiences in their native markets.
Other Advertising Venues
CRASHING INDUSTRY PARTIES
The biggest opportunity in B2B marketing isn't competing where everyone expects you—it's showing up where no one sees you coming. While cybersecurity companies fight for attention at overcrowded tech conferences, the real decision-makers are gathering at industry-specific events where cyber threats are the furthest thing from their minds.
Consider NADA, the National Automobile Dealers Association expo. Thousands of dealership owners walk aisles filled with inventory management systems and financing solutions. Then there's your cybersecurity booth—the only company that doesn't sell cars. You instantly become the most memorable vendor at the entire event.
EXECUTIVE-TARGETED RECREATION AREAS
The psychological advantage is undeniable: When every other exhibitor is selling what attendees expect to see, you're selling what they need to hear. You're not the fifteenth CRM vendor—you're the wake-up call about their biggest blind spot.
The qualification process is built-in. Anyone who stops at your cybersecurity booth at a dealership expo is demonstrating genuine interest. They're not comparison shopping between security vendors—they're discovering a critical business need they hadn't prioritized. These are inherently higher-quality leads than prospects at crowded cybersecurity conferences.
Interactive elements amplify the impact. Charging stations branded with cybersecurity tips, games that demonstrate phishing vulnerabilities, or live demonstrations of how easily their systems can be compromised. You're creating memorable experiences that travel back to their offices.
This isn't about being disruptive—it's about being indispensable in places where indispensability isn't expected.
Topgolf, F1 Arcade, airport lounges, wellness centers… anywhere CEOs hang out, we have ideas for how to catch their eyes through DOOH. Aggregators like Adomni may be good partners for this type of reach.
Sponsoring charity galas or other non-recreational activities could be good opportunities for Access Point, and we believe there are ways to establish your presence that are more than just a logo in the back of a booklet.
Passive media, meet interactivity.
You don’t have to buy out every billboard…
Though sweeping OOH takeovers can be effective (we get it, Top Dog Law) they’re also expensive. But winning OOH doesn’t have to go to those with the widest reach. An interactive exposure can be more targeted, and result in a much deeper engagement.
Interactivity in traditional, passive OOH mediums is still underutilized. When was the last time you saw a billboard that made you do something? An advertising experience that demands engagement works because:
It’s memorable. If it’s clever, if it’s different, if it surprises… it stands out.
It’s engaging. When the audience does something, they are committing more time and energy to your brand.
It’s self-multiplying. Depending on the spectacle, there is an opportunity for viewers to spread brand exposure on your behalf.
TRANSFORMING PASSIVE MEDIA INTO INTERACTIVE EXPERIENCES
Consider the highway billboard sequence—a perfect example of wasted potential. Instead of isolated messages shouting into the void, imagine those same billboards functioning as a cohesive, gamified experience: the first poses a cybersecurity challenge, the second provides a clue about enterprise vulnerabilities, and by the fourth billboard, executives are genuinely engaged, anticipating the resolution.
But here's where it gets powerful: interactivity enables unprecedented targeting and qualification. When executives engage with your security puzzle sequence, you're not just capturing attention—you're identifying decision-makers who are actively interested in your content. The CTO who pauses their brain to solve your multi-billboard cybersecurity challenge is infinitely more qualified than someone who merely glanced at a static ad.
This approach transforms broad-reach advertising into precision marketing. Airport walkways could become progressive cybersecurity storytelling experiences that resonate specifically with traveling executives. Business district sequences could present enterprise-level challenges that naturally filter out unqualified prospects. Every interaction becomes a qualification step, separating curious executives from passive observers.
Smart billboards could respond to business district locations, displaying C-suite relevant content during commute hours. Interactive displays could capture engagement through touch screens, mobile integration, or simple response mechanisms that begin at the billboard but continue with personalized follow-up. You're not just measuring eyeballs—you're measuring executive engagement and buying intent.
The technology exists. The audiences are ready. The brands that recognize this shift first won't just capture market share—they'll redefine how B2B advertising identifies and qualifies high-value prospects.
Superbowl 2022 shows us the OG version of this, with Coinbase’s mock DVD screensaver ad proving so effective, it crashed their app. It’s simple, it’s mysterious, it’s gamified.
Let’s find our Coinbase screensaver ad.
Coinbase’s Superbowl ad