Read the original at Lenny’s Newsletter ↗lennysnewsletter.com · subscriber post
By Lenny Rachitsky · lennysnewsletter.com · @lennysan on X · YouTube · LinkedIn
Lenny Rachitsky synthesizes lessons from Stytch's CEO and marketing leaders at other startups on running out-of-home (billboard, bus, transit) ad campaigns for B2B software. The post argues OOH is best for brand awareness rather than direct pipeline, that frequency and resonance drive recall, and that tactical choices around location, placement, timing, and budget determine success.
Subscriber post — summary only01Key takeaways
- OOH suits brand awareness more than immediate pipeline; attribution is murky and results show up across the funnel.
- Memorable campaigns combine high frequency of placements with a resonant, simple, emotionally engaging message.
- Pick locations based on where your ideal buyers live, work, commute, and attend conferences, not just high-traffic spots.
- Time campaigns around conferences, product launches, and lead times of at least several months.
- Amplify physical ads on social and digital channels, and protect your brand with paid search on your own name.
“Intuition can carry you far in marketing.”Brandon Camhi · Lenny’s Newsletter
02Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.