B2B Targeting with DOOH: How Advertisers Can Reach European Business Decision-Makers
Intro
Why Are European Business Decision-Makers So Difficult to Reach?
How Does ECN Office DOOH Deliver B2B Audiences Across Europe?
Put Your B2B advertising In the Centre of Europe’s Business Powerhouses
The Office as the Start of the Business Journey
What Is Tenant or Vertical Industry Targeting?
Can B2B Targeting with DOOH Go Beyond Awareness?
Case Studies: Proven B2B DOOH Performance
How Planners Use ECN’s B2B Targeting in Practice
Frequently Asked Questions
Intro
Reaching business decision-makers in Europe remains one of marketing’s toughest challenges. These are high-income professionals who manage major budgets, influence company-wide purchasing, and lead brand, finance, and technology decisions. Yet they are also among the hardest audiences to reach through traditional digital or broadcast channels.
Executives skip digital ads, pay for ad-free subscriptions, and operate behind corporate firewalls that block digital tracking. But when they’re in the office, they can’t avoid ECN’s Office Digital Out-of-Home (DOOH) network – a channel purpose-built to connect brands with this audience at scale.
ECN’s network reaches professionals inside over 10,000+ leading global and local companies across London, Paris, Frankfurt, Munich, and other European business hubs. With programmatic buying, tenant-level targeting, and data clean-room integrations, ECN’s B2B targeting with DOOH enables advertisers to reach affluent, decision-making audiences with unmissable, high-attention digital video right inside their office environment.
Why Are European Business Decision-Makers So Difficult to Reach?
European business professionals are time-poor, digitally sophisticated, and high-earning achievers who carefully curate their media experiences.
Most executives consume subscription-based media – such as The Financial Times, The Economist, or premium streaming platforms – specifically to avoid advertising. They use ad blockers, skip pre-rolls, and work behind secure corporate networks that restrict data-driven targeting.
Key challenges for B2B marketers include:
– Time-poor audiences: Limited exposure to traditional or broadcast media during office hours.
– Ad avoidance: Professionals often pay to remove or reduce advertising in their digital consumption.
– Corporate firewalls: IT and privacy systems prevent digital tracking and targeting.
– Fragmented attention: Executives multitask across devices and channels.
How Does ECN Office DOOH Deliver B2B Audiences Across Europe?
Executive Channel Network (ECN) operates Europe’s leading Office DOOH network, featuring high-definition, full-motion screens inside premium office buildings across major cities.
These offices host blue-chip tenants and business communities across industries including:
– Finance and Banking
– Legal and Professional Services
– Real Estate and Property Consultancy
– Technology and IT Consulting
– Management Consultancy
– Insurance and Risk Advisory
ECN’s screens are strategically placed in lobby areas, reception zones, and lift lobbies – capturing attention during natural pauses in the workday. By strategically placing advertising in these environments where commuters are in a heightened state of alertness and positivity, brands can achieve greater visibility, trust, and engagement.
By mapping campaigns against ECN’s tenant industry data, media planners can target verticals with precision – reaching professionals by sector and building profile.
Put Your B2B advertising In the Centre of Europe’s Business Powerhouses
ECN places your B2B advertising in the heart of Europe’s most influential business districts – The City of London, Frankfurt, and La Défense. These are the economic epicentres where business decisions shape global markets – and ECN ensures your brand message is visible within them.
The City of London – The Global Financial Hub
A leading international centre for finance, law, and technology, the City of London is home to the world’s most powerful institutions.
– Contributes 10% of total UK GDP
– Accounts for 40% of global foreign exchange transaction
– Employs over 500,000 high-income professionals
Frankfurt – The Financial Capital of the Eurozone
Frankfurt is the command centre of the European banking ecosystem.
– Represents a €2 trillion market capitalisation via the DAX
– Headquarters for Europe’s major banks and financial regulators
– Employs approximately 100,000 financial professionals
La Défense – Europe’s Largest Business District
Just outside central Paris, La Défense is the beating heart of French and European commerce.
– Contributes 10% of total French GDP
– Home to 3,500 companies, many listed on the CAC 40
– Employs around 200,000 professionals
Together, these three financial powerhouses ensure that ECN campaigns run where European business decisions are made – in the offices of those shaping industries, budgets, and strategies.
The Office as the Start of the Business Journey
ECN’s Business Travel Begins in the Office research reveals that today’s European professionals make many of their key travel and business decisions before they even leave the workplace. In London, Paris, and Frankfurt – three of Europe’s most influential business districts – the office remains the nexus of connection, planning, and high-value engagement. The study shows that for many decision-makers, client meetings, conferences, and international business trips are conceived and organised within the office environment itself.
For B2B marketers, this reinforces why the workplace continues to be the most strategic point of influence. By reaching professionals through B2B targeting with DOOH, brands engage audiences at the very moment ideas become action – before a business trip is booked, a supplier is chosen, or a partnership begins. The office isn’t just where European business happens; it’s where it starts.
What Is Tenant or Vertical Industry Targeting?
Tenant targeting is ECN’s proprietary B2B targeting capability that aligns campaigns with the tenant mix of individual office buildings.
This transforms out-of-home into an account-based marketing (ABM)-ready channel – allowing advertisers to deliver messages by industry sector, building, or company cluster.
Examples include:
– A tech brand activating screens in innovation-led towers.
– An insurance provider targeting enterprise offices.
– A legal software company reaching law firm-occupied buildings.
This industry-level precision makes ECN’s network uniquely suited to B2B marketing in out-of-home, combining contextual relevance with brand visibility.
Can B2B Targeting with DOOH Go Beyond Awareness?
Yes. ECN’s network is 100% programmatic, enabling advertisers to integrate 1st-party CRM data and data clean-room solutions for full-funnel targeting.
This allows campaigns to move beyond awareness into measurable digital engagement.
Capabilities include:
– Audience retargeting: Re-engage professionals exposed to office DOOH messaging.
– Sequential storytelling: Serve office screen messages first, then follow up on mobile or desktop.
– Attribution tracking: Connect DOOH exposure to digital and conversion metrics.
This closed-loop approach makes ECN Office DOOH a strategic performance channel for modern B2B campaigns.
ECN and Account-Based Marketing (ABM): Precision B2B Targeting in the Real World
In complex B2B sales cycles, success depends on influencing a small number of high-value accounts – not generating mass reach. Account-Based Marketing (ABM) strategies focus on engaging the decision-makers and influencers within those key companies through highly targeted, data-driven campaigns.
ECN’s approach to B2B targeting with DOOH brings ABM precision into the physical world, enabling brands to reach named accounts directly in the environments where they work.
By mapping corporate tenants across 900+ digital screens in 650 premium office buildings, ECN empowers advertisers to:
– Target priority accounts and industry clusters using verified tenant data.
– Align campaigns with CRM or ABM lists via data clean-room integrations.
– Deliver sequential storytelling, where DOOH exposure primes audiences for digital or social follow-ups.
– Amplify credibility and familiarity among members of the buying committee – from finance and IT to marketing and procurement.
This approach transforms ECN from a broadcast awareness medium into an Account-Based DOOH channel, making it a vital component of modern B2B growth strategies.
For brands pursuing long, relationship-driven sales cycles, ECN provides sustained visibility and trusted proximity – ensuring your message reaches the right people, in the right companies, at the right time.
Proof Points: Why ECN Works for B2B Marketers
– Precision and Efficiency
ECN reduces wastage by aligning every campaign to verified tenant industries and office environments, ensuring 100% professional reach.
– Proven Attention and Impact
Independent Happydemics research places ECN in the top 20% of all OOH networks for brand consideration uplift.
– Cross-Channel Uplift
Integrated campaigns using data clean-room retargeting deliver triple-digit uplifts in engagement and consideration.
– Trusted by Global Brands
Leading advertisers in finance, insurance, technology, and travel rely on ECN to reach decision-makers with premium, measurable exposure.
Case Studies: Proven B2B DOOH Performance
Global Insurance Brand
Objective: Reach mid-size and enterprise decision-makers across the UK, France, and Germany.
Approach: Targeted ECN screens across premium office locations in financial and legal districts.
Outcome: 2.4x uplift in brand consideration vs. non-exposed control group.
Global Travel Brand
Objective: Promote a new business-class service to frequent European travellers.
Approach: Activated across ECN’s network in the UK, France, and Germany.
Outcome: 2.5x uplift in brand consideration, proving ECN’s ability to influence premium purchase behaviour.
The Bottom Line – Planners Can Use ECN To Target B2B Buying Committees in Numerous Ways
– Identify Target Industries – Map finance, legal, and tech verticals to ECN’s office locations.
– Activate Programmatically – Use DSP filters by location, audience type, and daypart.
– Integrate 1st-Party Data – Match CRM or ABM lists via privacy-compliant clean rooms.
– Sequence Messaging – Start with awareness via ECN DOOH, follow up digitally.
– Measure & Attribute – Use brand-lift and attribution studies to prove ROI.
This workflow turns ECN Office DOOH into a core pillar of B2B media planning.
ECN Office DOOH – Where B2B Attention Works
ECN’s Office-based Digital Out-of-Home network gives advertisers access to Europe’s highest-earning professionals inside premium offices they cannot skip or block. With programmatic activation, tenant targeting, and data-driven attribution, ECN connects your brand with decision-makers in the core of Europe’s business powerhouses.
These are audiences that pay to avoid advertising – but can’t avoid ECN.
Frequently Asked Questions
Why is ECN Office DOOH effective for reaching business decision-makers?
ECN places full-motion digital screens in premium office buildings across Europe, reaching high-earning professionals during their office day. With tenant targeting and programmatic delivery, campaigns achieve precision reach and measurable impact.
How many companies does ECN’s network reach?
ECN’s network reaches professionals inside over 10,000+ global and local companies across Europe.
What makes ECN’s audience valuable?
These are affluent, high-achieving professionals who pay to avoid ads – but can’t avoid ECN’s screens in their offices.
What is tenant targeting?
A targeting method that aligns campaigns with the industries housed within specific buildings, similar to account-based marketing (ABM).
Can ECN DOOH support retargeting and sequential messaging?
Yes. Programmatic integrations allow DOOH exposures to trigger digital follow-ups via mobile, desktop, or social.
How is campaign impact measured?
Through brand-lift studies, attention metrics, and digital attribution, proving DOOH’s contribution to awareness and engagement.
Which leading office districts are covered?
All central business districts in 25 cities including The City of London, La Défense, and Frankfurt – Europe’s most powerful business districts.
How do planners activate campaigns?
Through DSPs, tenant targeting, and 1st-party data integrations within GDPR-compliant clean rooms.
Is ECN privacy-compliant?
Yes – all audience data is GDPR compliant and 1st party data is privacy-safe using clean-room technology.
How does ECN compare to other OOH channels?
Unlike airports or transport, ECN focuses solely on verified office professionals, minimising wastage and maximising relevance.
People Also Ask:
How does DOOH help reach B2B audiences?
By delivering dynamic, data-led messages in office environments where professionals are attentive and engaged.
What is programmatic DOOH in offices?
Automated buying of ads on digital screens within office buildings – allowing real-time optimisation and precision targeting.
Why is office-based DOOH more effective than traditional OOH for B2B?
It focuses on professional audiences only, ensuring efficient, relevant exposure.
Can B2B brands measure ROI from DOOH campaigns?
Yes – ECN’s brand-lift and attribution tools prove impact across awareness, consideration, and digital engagement.
Where can I buy B2B DOOH inventory in Europe?
ECN’s DOOH inventory is available via ECN’s direct (I/O) or programmatic sales teams, reaching over 630+ offices and 960 programmatic ready screens in the UK, France, Germany and Belgium’s leading business hubs.