Delve ran a $750,000 out-of-home advertising campaign in 2025 across San Francisco, New York City, and Austin to establish brand dominance. The strategy focused on omnipresence, using 40-50 billboard panels, highway anchors, and bus wraps to saturate high-traffic areas. By targeting commuters and residents in tech hubs, Delve aimed to create a visceral brand imprint, leveraging the psychological effect of repeated exposure to signal legitimacy and scale. Billboards and bus wraps were prioritized for their ability to reach decision-makers during peak travel times, with placements timed to coincide with major industry events like SXSW and Dreamforce.

The campaign required meticulous planning, with media buys secured 3-6 months in advance to lock in premium locations. Creative production alone took 8 weeks, involving 20+ feedback rounds to align messaging with Delve’s brand identity. Kasper Koczab, Brex’s Head of OOH Media, emphasized that sporadic testing (e.g., single billboards) fails to capture OOH’s true potential. Instead, sustained frequency—ensuring ads appear everywhere from morning commutes to evening errands—is critical for converting awareness into pipeline growth.

Timing proved pivotal: Delve launched its campaign in early September, capitalizing on Q3’s B2B spending resurgence and hybrid work stability. Warmer weather and conference seasons (e.g., RSA, SaaStr) drove foot traffic, while post-holiday budgets allowed for aggressive spending. The company’s analysis showed a correlation between spend and lead generation, with $500,000 campaigns yielding ~$5,000 in attributed contracts. However, Delve stressed that OOH’s value lies in long-term brand equity, not immediate ROI.

For startups considering OOH, Delve advised aligning campaigns with product launches or fundraising milestones. The channel demands bold budgets—small spends risk invisibility in a saturated market. As Delve’s data suggests, success hinges on omnipresence, not sporadic visibility, making it a high-stakes but potentially transformative tactic for scaling brands.