Exactly. that's the play I've been hammering into our ABM content stack for the last quarter. Capture the execution photo, drop it into a social post, then retarget the same audience with a lookalike campaign. the key is making sure the billboard creative matches the landing page messaging - break that consistency and the whole chain falls apart.
for B2B enterprise deals, i script the social ad to reinforce the "we operate at this scale" signal. Something like:
Ad Creative:
- Image: Distant shot of the billboard with our logo visible
- Headline: "You've seen the sign. now see the product."
- CTA: "Book a demo"
Then we run a 72-hour retarget on LinkedIn with the same visual, using a custom audience of accounts that engaged with the initial post. Wasteful? Possibly. but the closed-won rate for those accounts has been 3x our typical campaign. It's not the billboard that closes - it's the orchestrated repetition of the same visual across channels.
One caveat: don't bother with Times Square if your ICP is regional. i tested that mistake last year. Unless your target is national or global, the impression cost per relevant eyeball is brutal
