Startup Investment Platform Titan Targets OOH to Heighten Brand Awareness


The app for investing in startups, Titan, aims to make a name for itself in the financial services industry by using out-of-home advertising to reach a larger audience.

The four-year-old New York City-based company launched its first month-long out-of-home campaign, “Stop Finsplaining,” across billboards, subway advertisements, double-decker bus wraps, bus shelter ads, and other locations in New York and Austin, Texas.

The campaign incorporated digital out-of-home activities such as digital newsstands, bus shelters, and cab tops in addition to static out-of-home commercials. It’s a brand awareness stunt to catch the attention of passers-by and “create a splash in a crowded market,” according to Jenn Schaffer-Goddard, Titan’s head of content.

The company wants to compete with apps like Robinhood and Coinbase by creating additional in-person ways to reach out to customers.

Titan isn’t the only company investing in out-of-home advertising. As previously reported by Digiday, startup brands like Andie swimwear, JUDY emergency kits, and eating app Seated increased their efforts by launching OOH advertising in the recent year. According to the Out of Home Advertising Association of America’s 2021 OOH Facts and Figures Ad Spend Performance report, OOH ad spend has been slowly recovering since the pandemic lockdown, hitting $7.1 billion last year, up from $6.1 billion in 2020.

According to Schaffer-Goddard, the entire campaign was run by an unofficial in-house team of fewer than ten people across growth, content, and design. Titan, on the other hand, has already worked with marketing companies on other projects.

According to Schaffer-Goddard, Titan’s current media mix is primarily invested in Instagram, although the app uses sponsored and organic social media strategies across Facebook, Instagram, Twitter, LinkedIn, and TikTok. According to Facebook ad management, Titan presently has multiple video advertisements on Facebook and Instagram.

According to Angus Kirkby, senior growth marketing manager at Titan, the OOH purchase accounted for less than 25% of the entire ad spend in Q1. According to Kirby, Titan has dramatically raised its total marketing spend year over year, noting that the company has already spent more in the first four months of 2022 than in 2021. Titan spent $3.8 million on Facebook and Instagram in 2021, according to Pathmatics, a massive increase from the $411,000 paid in 2020.

According to Jennifer Eenigenburg, VP of Digital Media at Rain the Growth Agency, the OOH space’s modest recovery continues as consumers resume regular, in-person activities.

In an email, Eenigenburg mentioned that out-of-home is essential as a media channel because it can play a practical component of a campaign’s media mix to raise awareness, reinforce messaging people have already been exposed to through other channels, and ultimately increase engagement with a brand.

Titan’s Schaffer-Goddard argues that only time will tell if the brand will raise its spending on out-of-home advertising.

“Making a splash in this way is definitely on the road map for us the next time we have that creative concept in-house,” she said.


This content was originally published here.


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