Ep. 154 - Why Some SaaS Companies Are Turning to Billboards for Measurable Growth

Episode notes

Send us Fan Mail Guest: Ty Tinker, Head of Analytics at AdQuick - What if everything you thought about billboard advertising was wrong? Ty Tinker, Head of Analytics at AdQuick, breaks down the myth that out-of-home (OOH) advertising is unmeasurable and outdated. In reality, leading SaaS companies - including Dropbox, Salesforce, and Shopify - are embracing billboards, transit ads, and airport placements to drive brand awareness, accelerate sales cycles, and even generate measurable leads. Ty reveals how brands are leveraging data science, AI, and sophisticated measurement techniques (beyond old-school QR codes) to track campaign performance. He also shares why smart SaaS marketers are treating OOH as a long-term investment, not just a one-off trade show play. Key Takeaways: Out-of-Home Can Be Measured: Advances in mobile device tracking, mixed media modeling (MMM), and causal inference are proving OOH’s impact on website traffic, MQLs, and pipeline growth. Credibility Wins Deals: Buyers shortlist SaaS vendors before ever visiting a website. Strategic OOH placements - especially at airports and conferences - ensure your brand is top of mind when it matters most.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Lessons from Building LiftLab Media Mix Modeling and Experimentation Platform | John WallaceThe Efficient Spend Podcast · on Media mix modeling95 / 100
• How Incrementality Reveals True Marketing ImpactMarketing Analytics with Fexingo · on marketing attribution90 / 100
• How to Stand Out in B2B Marketing (with Louis Grenier, Author of Stand the F*ck Out)The Dave Gerhardt Show · on B2B SaaS marketing88 / 100
• Elevating the CMO Role: Becoming a Chief Market Orchestrator with Matt HeinzGrowth Activated · on marketing attribution84 / 100
• Why 90% of Your Brain Ignores AdsMarketing Trends · on Out of home advertising80 / 100
• How To Increase Margins By Moving Beyond Rule-based Pricing - Felix Hoffmann | How to Scale Profitably Today, Why Rule-Based Pricing Often Fails, What Predictive Pricing Models Deliver, Why Transaction Costs Matter Most, Why Data Quality Matters (#480)Ecommerce Coffee Break · on marketing attribution80 / 100

• Ep. 199 - What AI Taught One Founder About the Future of SaaS79 / 100
• Ep. 198 - How to Make Your SaaS Company More Fundable94 / 100
• Ep. 197 - The SaaS Retention Problem Starts Before the Customer Signs75 / 100
• Ep. 196 - The SaaS Opportunity Hidden Inside Services79 / 100
• Ep. 195 - Why Code No Longer Drives SaaS Value in the AI Era89 / 100