How OOH Unlocks Federal Market Opportunities for B2G Brands

September 26, 2024

In Washington, D.C., reaching Federal decision makers is both a challenge and a significant opportunity. With agencies like the General Services Administration and the Department of Defense making billions of dollars’ worth of acquisitions, it’s crucial for business-to-government advertisers to get in front of the right audience. Out of home is an incredibly effective – and often underutilized – channel for targeting the Federal sector.

Why OOH Impacts the Federal Audience

Especially in transit-heavy markets like D.C., OOH provides unparalleled visibility. Advertising with WMATA reaches the Federal decision makers, employees, and government contractors who are constantly on the move through Metro stations, along bus routes, and through high-traffic corridors that connect key government buildings. For brands looking to capture attention in the heart of the Federal landscape, OOH offers high-impact opportunities that digital channels simply can’t match.


Here’s why OOH stands out for the B2G audience:

 

1. Reach Throughout Key Federal Hubs
   Public transportation is widely used by Federal employees commuting to the government offices throughout D.C. High-traffic areas like Capitol South and Pentagon are prime locations to engage the federal workforce.
2. Minimal Distraction, Maximum Impact
   Advertising in an uncluttered environment ensures that your message stands out. Whether it’s a bold ad on a Metro platform or a bus exterior wrap that can’t be ignored, OOH creates lasting impressions by reaching decision-makers while their attention isn’t focused elsewhere.
3. Cost-Effective and Flexible
   OOH is scalable and adaptable to budgets, allowing advertisers to efficiently target decision-makers without overextending resources in this government-heavy market.
4. Tailored to the Federal Buying Cycle
   OOH offers consistent visibility throughout long procurement cycles, helping build trust and familiarity over time – two elements essential to securing Federal contracts.

 

This Defense Contractor Won the Battle for Attention

A prime example of how out of home can effectively target the Federal market is the recent campaign from Anduril Industries, an emerging defense technology company. The campaign showcased visually compelling imagery designed to resonate with Federal decision makers, drawing inspiration from iconic wartime messages and infusing them with a modern, tech-driven aesthetic. 

Anduril’s campaign successfully captured attention across D.C., both from DoD leaders and the broader Federal audience. By combining above-ground and below-ground OOH formats in Metro stations frequented by government employees, the company reinforced its brand message with a real-world impact digital channels couldn’t match.


Above ground, Anduril utilized Ultra Super Kings, a large, attention-grabbing D.C. Metrobus advertising format that stretches across the entire height of the vehicle. These buses traveled through key routes around Federal buildings, ensuring that their message was seen by commuters, government contractors, and decision makers in and around high-traffic areas like the Pentagon and Capitol Hill.


Meanwhile, below the surface Anduril launched a Station Domination at the Capitol South Metro station. This major transit hub serves government employees working in Congressional offices and nearby Federal buildings. The Station Domination subway advertising format, which places branded creative throughout an entire station, ensured that Anduril’s campaign was unmissable to anyone passing through.


In addition to transit ads, the campaign also featured a prominent wallscape along New York Avenue (U.S. Route 50), a main traffic arterial for Maryland commuters. This massive ad placement added to the campaign's visual impact, further reinforcing Anduril’s message across multiple touchpoints in D.C..

This comprehensive OOH approach – combining both above-ground bus ads with below-ground Station Domination and high-profile roadside wallscape media – allowed Anduril to capture the attention of Federal decision makers at multiple touchpoints throughout their daily commutes.

Other Major Players in B2G OOH Advertising

Anduril isn’t alone. Other major contractors like Microsoft Federal, EY, Lockheed Martin, and AWS also partner with OUTFRONT to run high-impact OOH campaigns in the D.C. area. These companies use Metro stations, buses, and wallscapes to reach federal decision-makers across sectors, from defense to technology and infrastructure. Read this case study to learn how we helped EY build brand awareness and score a single-source contract.

OOH for the Broader Federal Sector

While Anduril’s campaign targeted the Department of Defense, the same principles apply across all Federal sectors. From healthcare and technology to logistics and infrastructure, agencies have specific challenges that OOH can address effectively. The flexibility of OOH allows B2G advertisers to target both broad government markets or niche audiences with tailored messaging.

OOH is perfect for reaching Federal audiences who are already familiar with contracting processes, helping them understand how your product or service addresses their unique challenges. Its consistent visibility ensures your message stays top-of-mind for key decision-makers. 

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As the Federal market continues to grow, B2G advertisers need to find ways to stand out. OOH advertising offers a powerful way to connect with key Federal decision makers in a memorable and impactful way. Whether through Metro ads, bus wraps, wallscapes, or a combination of formats, OOH drives real results for brands targeting federal agencies.

Want to learn more about how OOH can boost your B2G strategy? Contact us to discover how the right media mix can help you reach key Federal audiences.

Author: Taylor Bailey, DC Marketing Manager @ OUTFRONT

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