How to start testing DOOH

Summary

MarTech Podcast: "How to Start Testing DOOH"

Date: April 9, 2026
Host: Benjamin Shapiro
Guest: Alex Weinberger, General Manager of Digital Out of Home at AdRoll

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Episode Overview

This episode explores why Digital Out of Home (DOOH) advertising is gaining momentum, how programmatic buying has transformed the channel, and why physical-world campaigns are uniquely potent in today's AI-saturated marketing landscape. Alex Weinberger shares practical guidance for B2B marketers eager to experiment with DOOH, offering both strategic and tactical advice on launching initial campaigns.

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Key Discussion Points & Insights

1. The Opportunity in Digital Out of Home (DOOH)

• Current Momentum
  Alex explains that DOOH is having "its moment" with advances in programmatic buying making physical-world ad placements more data-driven, targeted, and accountable than ever before.

  “Why Digital out of Home is having its moment right now, how programmatic buying has changed the game, and why the physical world may be one of the smartest ways to spend your money in an AI saturated market.”
  (Benjamin Shapiro, 01:15)

2. Where Should B2B Marketers Start with DOOH?

• Strategic Recommendation:
  Alex recommends that B2B marketers begin by supporting conferences, events, and trade shows—places where target audiences have already invested time and resources.

  "Conference event and trade show support is a great way to kind of do short bursts, get a feel for effectiveness of the media… The hotels, the restaurants and bars where events are happening. That would be a great first place..."
  (Alex Weinberger, 01:53)

• Tactical Notes

  • Target surrounding locations such as hotels, restaurants, and bars near event venues.
  • Short, high-intensity campaigns maximize exposure and measure impact effectively.

3. Mindset for Entering DOOH

• From “Dipping a Toe” to “Cannonball”
  Alex expresses a preference for an active, bold approach to DOOH, emphasizing the importance of meaningful investment over tentative trials.

  "...I don't love the term stick your toe in the water with Digital out of Home. I'm more of a cannonball into the deep end kind of guy. But in general, I think that's a great place for B2B type accounts to start."
  (Alex Weinberger, 02:14)

4. Connecting DOOH to Digital Marketing Strategies

• Integration and Measurement
  Benjamin highlights that digital tactics often begin at the bottom of the funnel, but DOOH can act as a brand-building primer that supports follow-up digital campaigns.

  "With digital, you start at the bottom of the funnel. People that you know are in your target market... In theory, you'll be able to retarget them down the road, get that brand impression."
  (Benjamin Shapiro, 02:36)

• Key Takeaway:
  Use DOOH to enhance digital campaigns—expose high-value audiences to the brand in-person, then retarget digitally for conversion.

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Notable Quotes & Memorable Moments

• On Strategic Locations:

  "Why not put a little bit more oomph around it, if you will, and kind of surround that conference."
  (Alex Weinberger, 02:08)

• On Approach:

  "I'm more of a cannonball into the deep end kind of guy."
  (Alex Weinberger, 02:14)

• On DOOH’s Integration with Digital:

  "Understand who is the target market and who's been exposed to the ad."
  (Benjamin Shapiro, 02:43)

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Timestamps for Important Segments

• [01:15] – Alex Weinberger introduces why DOOH is currently relevant and powerful
• [01:53] – Guidance for B2B marketers' first DOOH campaign—focusing on events and conferences
• [02:14] – Alex’s “cannonball” mentality for marketers entering DOOH
• [02:36] – Discussion on integrating DOOH with digital marketing and retargeting strategies

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Episode Takeaways

• DOOH is becoming increasingly viable for B2B marketers, especially as location-based, programmatic, and measurable approaches emerge.
• Start with event-based campaigns in high-traffic, high-relevance physical spaces.
• DOOH provides top-of-funnel reach that can be connected to digital retargeting efforts.
• Marketers should think boldly when testing new channels like DOOH—impact and success often scale with commitment.

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For more on Alex Weinberger and DOOH strategy, visit adroll.com or connect with Alex on LinkedIn. Stay tuned to the MarTech Podcast for regular marketing technology insights.

Transcript

[Podcast Host / Announcer]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Benjamin Shapiro]

From advertising to software as a service

[Alex Weinberger]

to data across all of our programs

[Benjamin Shapiro]

and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about

[Alex Weinberger]

24 to 36 hours.

[Benjamin Shapiro]

We're reaching out to the right person

[Alex Weinberger]

with the right message and a clear call to action. Then it's just a matter of timing.

[Podcast Host / Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

I'm Benjamin Shapiro and joining me today is Alex Weinberger, the General manager of Digital out of home at AdRoll, the growth marketing platform helping brands unify channels and drive performance across the entire funnel. They're also a sponsor of the Martech Podcast. And today Alex is going to explain why Digital out of Home is having its moment right now, how programmatic buying has changed the game, and why the physical world may be one of the smartest ways to spend your money in an AI saturated market. All right, if a B2B marketer is going to test Digital out of Home, where should they place their first dollar?

[Alex Weinberger]

I would say conference event and trade show support is a great way to kind of do short bursts, get a feel for effectiveness of the media, and also kind of be in a location where they've already invested time, effort and resources to be at this event and this conference. So why not put a little bit more oomph around it, if you will, and kind of surround that conference. The hotels, the restaurants and bars where events are happening. That would be a great first place to kind of. I don't love the term stick your toe in the water with Digital out of Home. I'm more of a cannonball into the deep end kind of guy. But in general, I think that's a Great place for B2B type type accounts to start.

[Benjamin Shapiro]

With digital, you start at the bottom of the funnel. People that you know are in your target market, if there's a trade show, an event, have a digital presence there. In theory, you'll be able to retarget them down the road, get that brand impression. Get the impression. Understand who is the target market and who's been exposed to the ad all right, that wraps up this episode of the Martech Podcast. Thanks to Alex Weinberger, the General Manager of Digital out of Home at adroll. If you'd like to get in touch with Alex, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is adroll.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app. Or Visit us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Alex Weinberger]

SA.

[Podcast Host / Announcer]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.