CTV and streaming ad companies default to spending OOH and experiential budget like a consumer brand – broad reach, brand awareness, hope it lands. Your actual buyer is a media planner, an agency holding-company exec, or a brand marketer who is in a handful of specific rooms a handful of times a year. Winston Francois builds OOH and experiential plans around those rooms, not around impressions.
The Problem
You are buying OOH like you are selling to consumers, not to agency buyers
A CTV platform's actual customer is a media planner or brand marketer, not the person watching the ad.
CES, the NewFronts, and Programmatic I/O become expense-line theater with no pipeline attached
Companies book booth space, sponsor a lanyard, or throw a party at these events because competitors are there, not because there is a plan for what happens after someone stops at the booth.
You are invisible in the physical spaces where agency budget actually gets allocated
Upfront and newfront commitments, holding-company category reviews, and annual media plans get shaped in specific buildings and specific weeks – Madison Avenue during the upfronts, Vegas during CES, the handful of conferences where CTV supply and demand sides are in the same room.
A digital-native team has no internal muscle for measuring physical spend
The growth team knows how to read a CAC curve and a CTV frequency cap cold, but has never had to justify a $30,000 OOH buy or a conference suite to a CFO who wants the same rigor applied to every other channel.
How We Help
We start by mapping your actual buyer's physical calendar, not a media market.
From that map we build a placement and activation plan targeted to specific windows: digital OOH near a conference venue during the week it runs, transit and building-lobby placements in the corridors agency buyers actually walk, and experiential activations built for a room of thirty media decision-makers instead of a booth built for foot traffic from three thousand attendees who will never buy CTV inventory.
The experiential side gets built around <a href="/services/creative/">creative</a> that does real work in a room full of media buyers who see a dozen pitches a week – not a generic branded step-and-repeat.
Execution is where physical presence and pipeline get connected on purpose. Every booth conversation, suite meeting, or dinner invite gets a defined next step before the event starts – a scheduled follow-up call, a specific person from sales assigned to it, a CRM entry created the day of the interaction, not three weeks later when someone finally sorts through a stack of cards.
We also treat OOH and experiential as a <a href="/services/marketing/">marketing</a> function that has to answer to the same math as your paid channels, not a separate budget nobody questions.
Category authority is the second, slower payoff. In a market this digital-native, showing up consistently in the physical rooms where the category gets discussed – not just buying a booth once – is one of the fastest ways to be treated as an incumbent instead of a newcomer, because most competitors treat physical presence as a one-off instead of a sustained position.
If your OOH and conference budget has never been asked to justify itself the way your paid CTV spend has, that is worth fixing before the next event cycle – book a strategy call and we will map where your buyer actually shows up.
What we deliver
- Buyer physical-presence map – the specific events, weeks, and corridors where your actual media-buying audience shows up in person, versus general market OOH
- Placement and activation plan – OOH and experiential targeted to those specific windows, sized to the actual buyer count instead of general foot traffic
- Experiential creative brief – a point of view built for a room of media decision-makers, not a booth built for consumer-scale attendance
- Follow-up system – a named next step, sales owner, and CRM entry defined for every booth conversation, suite meeting, or dinner invite before the event runs
- Cost-per-meeting-booked framework – a working model to compare experiential spend against paid CTV frequency for the same buyer
- Category-presence calendar – the recurring events and windows where consistent physical presence builds authority over multiple cycles, not a single campaign
A CTV company buying a general-market billboard is paying to reach the person watching the ad, but the person who approves the media plan for that ad is standing in a hotel suite three miles away during the upfronts. Aim the physical spend at the second person.
Our Methodology
This work runs on a 90-day sprint built around your actual event calendar, not an arbitrary timeline, because the physical windows that matter – CES in January, the upfronts and newfronts in spring, Programmatic I/O and Possible on their own dates – are fixed and do not move for anyone. The first phase maps which of those windows your buyer actually attends and which are simply industry noise your competitors happen to sponsor.
The second phase builds the placement and activation plan against that map, sized to buyer count rather than raw reach – a suite with fifteen scheduled meetings is a better spend than a booth with two thousand walk-bys if your buyer count in the category is measured in hundreds, not thousands. We build the follow-up system into the plan before the event runs, because a conference badge scan with no assigned next step is a cost, not an asset.
What makes this different from a traditional event or OOH agency is that we are not optimizing for booth traffic or billboard impressions as the end goal – we are optimizing for scheduled meetings and pipeline created, with physical presence as the mechanism. A traditional agency gets paid whether or not the suite converts to a meeting; we build the plan to be judged on whether it did.
How We Work
Days 1 to 30 build the buyer physical-presence map and the placement plan: which conferences, which weeks, which corridors, and what the activation looks like in each – suite, dinner, booth, or OOH placement – sized against your actual buyer count rather than general attendance figures. This phase also sets the cost-per-meeting-booked target before any contract is signed.
Days 30 to 60 build the execution layer – the experiential creative brief, the follow-up system that assigns a sales owner and next step to every planned interaction, and coordination with whatever <a href="/services/measurement/">measurement</a> stack tracks meetings and pipeline so a suite conversation and a paid CTV lead land in the same funnel view instead of two disconnected reports.
Days 60 to 90 cover the first live activation window in your priority events and the read-out: how many scheduled meetings the physical presence actually produced, what it cost per meeting against the target, and whether the next event on the calendar earns a bigger placement or gets cut.
On the client side this needs one owner who controls both the events/sponsorship budget and enough sales bandwidth to actually staff the follow-up – a suite with no salesperson available to take the meetings it books is wasted spend. On our side it is a single senior operator running the plan through all 90 days and into the next event cycle, with typical engagements running three to six months to cover more than one industry window.
- Meetings booked per activation – scheduled buyer conversations generated from a specific OOH placement or experiential presence
- Cost per meeting booked – physical spend measured against the same math as paid CTV lead generation
- Pipeline attribution – deals that trace back to a conference suite, dinner, or OOH-driven meeting, tracked in the same system as digital-sourced pipeline
- Category presence consistency – reliable, recurring physical presence at the specific windows that matter to your buyer, replacing one-off sponsorship purchases
If your ctv / connected tv company needs ooh & experiential leadership, we should talk.
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Frequently asked questions
How does OOH and experiential marketing work for a company that sells to media buyers, not consumers?
We map the specific physical spaces and time windows your actual buyer – a media planner, agency exec, or brand marketer – shows up in, like the upfronts corridor in New York or the week of CES, and build OOH and experiential activations sized to that buyer count instead of general foot traffic. A private suite with a handful of scheduled meetings usually outperforms a public booth for this audience, because the goal is buyer conversations, not broad reach.
How much does an OOH and experiential engagement cost for a CTV company?
The 90-day engagement covering the buyer map, placement and activation plan, creative brief, and follow-up system typically runs $20,000 to $45,000, separate from the actual media and sponsorship spend on OOH placements or conference suites. Ongoing support to plan the next event-cycle activation and track pipeline results usually runs $7,000 to $15,000 per quarter, and cost varies most with how many event windows and cities are in scope.
How long before we see results from OOH and experiential spend?
Meetings booked at a specific activation – a conference suite or sponsored dinner – are visible within the event week itself if the follow-up system is built in advance. Whether those meetings turn into pipeline and closed deals follows your normal sales cycle, so the physical presence is a lead-generation and category-authority lever, not an instant-revenue one.
How does the OOH and experiential team integrate with our sales and marketing staff?
We need one person who controls the events and sponsorship budget and can commit sales bandwidth to staff any suite, booth, or dinner we plan, because the follow-up system only works if a real salesperson is assigned to every meeting before it happens. We run the mapping, planning, and creative; your team handles the actual buyer conversations and deal work, with a shared view into what each activation produced.
What makes Winston Francois different from a traditional event or OOH agency?
A traditional OOH or event agency gets paid to place the billboard or build the booth, and its job is done once that happens – it does not answer for whether a media buyer ever walked past it or whether a booth conversation turned into a meeting. We build the plan around your specific buyer's calendar and put a follow-up system in place so every activation has to justify itself in scheduled meetings and pipeline, the same way your paid CTV spend does.
How do you measure ROI on OOH and experiential spend?
We set a cost-per-meeting-booked target before an event or placement runs, then track how many scheduled buyer meetings and downstream pipeline deals trace back to that specific activation, in the same system used to track digital-sourced leads. That gives a CFO the same rigor on a conference suite or an OOH buy that already exists for a paid CTV campaign, instead of treating physical spend as an act of faith.
What kind of CTV company is the right fit for this service?
This fits Series A/B or growth-stage CTV, streaming, or ad-tech companies roughly $5M to $100M ARR that sell into agencies and brand marketers and already attend industry events like CES, the NewFronts, or Programmatic I/O without a plan for converting that presence into pipeline. It is not the right fit for a consumer-facing streaming app with no B2B sales motion, since the entire approach is built around reaching a buyer, not a subscriber.
