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The Evolution of Out-of-Home Advertising: A Programmatic Revolution!

by | Dec 6, 2023

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

Dec Blog- Bob

Out-of-home (OOH) advertising has long been a staple of the marketing landscape, dominating city skylines and highways with eye-catching billboards. However, a seismic shift is underway as more and more OOH inventory is being sold programmatically. This transformation is not just changing how ad space is bought and sold but is reshaping the entire industry landscape.

The Rise of Programmatic OOH

Programmatic advertising, once confined to the digital realm, is now making waves in the physical world. The OOH industry is embracing automation and data-driven decision-making to bring a new level of precision and effectiveness to campaigns. Advertisers can target specific audiences based on real-time data, turning static billboards into dynamic, responsive marketing tools.

Enhanced Targeting and Personalization

One of the critical advantages of programmatic OOH is the ability to target audiences with unprecedented precision. Advertisers can leverage data insights to deliver tailored messages based on location, demographics, and weather conditions. Imagine a sunscreen ad appearing on a digital billboard during a sunny day or a hot cocoa promotion on a chilly evening this level of personalization is a game-changer.

Real-Time Optimization

With programmatic OOH, advertisers can adjust their campaigns in real-time based on performance metrics. This flexibility allows for quick optimizations, ensuring ad spend is allocated efficiently. If a particular location or time of day is proving more effective, campaigns can be adjusted on the fly to maximize impact.

Interactive and Engaging Campaigns

Integrating programmatic technology in OOH opens the door to interactive and engaging campaigns. Digital billboards can now respond to user interactions or display content triggered by real-time events. This captures the audience ‘s attention and creates memorable brand experiences.

Challenges and Considerations

While the benefits of programmatic OOH are evident, the industry must address challenges such as privacy concerns and ensuring accurate data for audience targeting. Striking the right balance between personalization and respecting user privacy is crucial for the long-term success of programmatic OOH.

The OOH industry is undergoing a profound transformation with the increasing adoption of programmatic advertising. This shift from traditional, static billboards to dynamic, data-driven campaigns reshapes how brands connect with their audiences in the physical world. As programmatic OOH continues to evolve, we can expect a more personalized, responsive, and engaging advertising landscape, bringing the best of digital efficiency to the world outside our screens.

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