A curated targeting approach: How Insperity increased brand awareness by 67%

The challenge

Reaching professionals in a rapidly changing work environment

Insperity, a leading HR solutions provider, wanted to increase awareness, consideration and purchase intent for their business offerings with an out of home advertising campaign. Their audience—HR professionals, business owners and C-suite leaders—had shifted to new post-pandemic routines, making it more difficult to engage them through traditional channels.

To cut through the noise, Insperity needed a solution that could identify when and where these decision-makers were active throughout the day—and deliver messaging in real time with precision and scale.

The solution

Programmatic DOOH powered by smart audience targeting and traffic-based delivery

With support from Vistar Media and agency Moroch, Insperity launched an 8-week campaign designed to reach high-value professional audiences in real-world settings. The campaign ran across 13 media owner networks on the Vistar open exchange and private marketplace deals, ensuring a wide yet targeted footprint.

Diverse environments with strategic reach

Insperity’s ads appeared in a mix of indoor and outdoor venues where professionals were most likely to be present, including:

• Office buildings to reach professionals during the workday
  
  
• Bus shelters to capture attention during commutes
  
  
• Billboards along high-traffic routes to drive scale and awareness
  
  

By activating across multiple venue types, Insperity created a consistent presence throughout the day’s key moments.

Precision targeting using curated business segments

The campaign tapped into a curated Dun & Bradstreet audience segment, which included:

• Business owners
  
  
• HR influencers
  
  
• Executives at companies with 50–149 employees

This segment aligned perfectly with Insperity’s target market, ensuring messaging reached those most likely to be in-market for HR services.

Optimized media delivery using traffic data

To enhance campaign efficiency, Insperity added a traffic-based targeting layer, ensuring ads were only delivered at venues with foot traffic levels that met or exceeded pre-COVID benchmarks. This data-driven filter helped maximize value and reduce wasted impressions.

The results

Strong brand lift in just 8 weeks

The brand lift study revealed that the campaign drove meaningful increases across every major performance metric:

• +67% lift in brand awareness
  
  
• +60% lift in brand consideration
  
  
• +32% lift in purchase intent
  
  
• +64% lift in familiarity with the Insperity brand
  
  

The campaign proved that digital out-of-home can deliver powerful business outcomes—even for B2B brands. By reaching professional audiences in the real world and pairing that reach with curated targeting and traffic-aware delivery, Insperity was able to significantly grow brand visibility and intent.

The takeaway

DOOH meets the moment for business audiences

Insperity’s campaign is a perfect example of how B2B marketers can use programmatic DOOH to cut through ever-changing environments and engage their true audience.

By activating high-quality screens, applying business-focused audience segments and optimizing delivery based on real-world traffic patterns, the brand turned an 8-week campaign into a measurable success story.

With the support of Vistar Media, Insperity delivered the right message to the right people at the right time, proving that the future of B2B marketing is just as much about place as it is about precision.

Ready to activate smarter B2B campaigns with DOOH?

Vistar Media helps brands like Insperity reach targeted professional audiences in meaningful moments throughout the day. Contact us to explore how programmatic out-of-home can work for your next campaign.