How B2B Software Companies Are Reaching Business Travelers

Effective Software Advertising

In today's digital workplace, software companies are no longer just synonymous with tech firms; every industry now relies on software to achieve key business objectives, fueling rapid growth and fierce competition. Thus, effective advertising for software companies has become more crucial than ever for building brand awareness and driving customer acquisition. As business travel surges, B2B brands are increasingly turning to airport advertising to connect with their target audience. Last year, JCDecaux’s airport advertising platforms reached nearly 100 million business travelers, and this year is on track to be even stronger, with Delta reporting that 90% of business travelers plan to increase their travel in 2024. This offers a golden opportunity for B2B advertisers to place their software solutions in front of a highly targeted business audience.

Stripe: Strategic Ad Placement

Stripe, one of the largest payment processors in the world, has taken a strategic approach by advertising at LAX, employing a range of digital spectaculars—the airport’s largest digital advertising screens. By advertising near lounges such as the Delta Sky Club and United Club, Stripe ensures they capture the attention of business travelers specifically. A recent study by Airport Dimensions found that 57% of frequent business travelers visit an airport lounge at some point during their travels.

Stripe has also expanded its advertising to DFW, the 2^nd busiest airport in the country and a vital hub for business travelers. Their partnership with Hertz, aimed at enhancing payment efficiency for car rentals, is prominently featured in their creatives, driving traffic to the car rental company. With business travelers, who are known to prioritize speed and convenience, accounting for 25% of car rental revenue, these environment-relevant ads are bound to create on-the-spot conversions.

Ramp: Targeting Convention Travel

Ramp, the fastest-growing SaaS company in history, is targeting companies nationwide to sustain its remarkable growth. Orlando International Airport (MCO) is an ideal venue, given Orlando's status as the top U.S. convention market with hundreds of business events annually. With 80% of business travelers planning to attend a conference in the next six months, MCO provides unparalleled exposure as the primary gateway to this market.

Ramp's bright yellow creatives are a standout at Orlando International Airport, with the slogan, "There’s never been a corporate card so smart." The campaign directly targets business travelers, all of which regular users of corporate cards. Leveraging JCDecaux’s full Prestige Digital Network allows for comprehensive airport coverage, ensuring repeated exposure across all terminals with a total of 78 screens. Additionally, Ramp utilizes banners offering 100% share of voice, solidifying their presence throughout the traveler's journey.

Asana: Engaging Business Decision-Makers

Asana, the #1 work management platform, strategically targets business decision makers at LAX, which boasts an index of 151 for this demographic and ranks third in the U.S. for the number of startups. By varying their creative designs, Asana keeps engagement high and their message fresh. Their digital spectaculars on the main concourse reach over 400,000 travelers monthly, capturing attention head-on as passengers move through the airport, with visibility extending to the bustling retail and dining core of Terminal 5.

Unisys: Reaching The Business Elite

Unisys is leveraging JCDecaux's private aviation network, comprising 42 terminals nationwide, to reach an unparalleled audience of Fortune 500 CEOs and other high-level executives. With AI being a hot topic, Unisys's campaign addresses this trend with the slogan, "Let's turn AI hype into hype-worthy results for your business." Given that 95% of Fortune 100 companies utilize private aviation, advertising in these exclusive terminals provides Unisys with unprecedented exposure to a hard-to-reach audience. Furthermore, the high-end environment of these terminals aligns Unisys's brand with quality and trustworthiness.

The Power of Airport OOH

By leveraging strategic locations and innovative advertising formats, companies like Stripe, Asana, Unisys and Ramp are effectively engaging business decision makers and driving brand awareness through OOH. As business travel continues to excel, the importance of targeted, high-visibility advertising in airports cannot be overstated, ensuring these companies stay top-of-mind for business professionals seeking new software solutions.