Hello campaign crunchers, DOOH doubters, and anyone still pretending the office is just where admin happens...
New research from JCDecaux and VIOOH just confirmed what some of us already suspected: business travel starts in the office.
Not the inbox.
Not the airport.
and definitely not after your QBR.
68% of UK business travellers book travel at work.
58% book their hotels too.
Usually between passive-aggressive Slack threads and Sandra from finance asking “who moved my chair?”
And it’s not just middle managers dreaming of Lisbon expos...
77% of UK C-Suite execs say they’ll travel more over the next 12 months… higher than their French and German counterparts.
And guess what ads they actually want to see?
72% want IT and tech
68% want travel
55% want personal banking and finance
Now here’s the kicker:
66% expect to see those ads in the office.
That’s higher than airports (62%)
And way above rail stations (41%)
So yes, the bloody lift screen is now more influential than Heathrow departures.
It reminds me of when a former Head of Sales saw one of those ads, Googled the event before 10:15, and invoiced a £12k “strategic networking opportunity” before lunch.
The same day he said he “didn’t believe in DOOH”. Twat.
What to actually do with this info:
Add office media to your B2B plan. Stop pretending it’s ambient fluff.
Sync it with your programmatic stack. Get in front of decision-makers at work, not just at home.
Stop underestimating the lift ad. It’s winning.
If your next campaign doesn’t include office media, you might as well be whispering your B2B offer through a fax machine in 2023.
Victoria in procurement’s already booked her Lisbon conference.
From the lift.
While eating a Pret wrap.
With garlic-mayo on her shoe.
And she didn’t even notice the ad.
Or the mayo.
But she remembered the brand.
Lift ad: 1
Your ignored media plan: 0