With nearly 50,000 attendees including doctors, researchers, and representatives from the most cutting-edge hospitals, biotech firms, and pharmaceutical manufacturers, ASCO is one of the world’s most important healthcare gatherings and a critical opportunity for building brand visibility where it counts.
Top brands used JCDecaux digital and static street furniture to maintain visibility among 7,000+ total exhibitors, not just by advertising beside the McCormick Place venue but across the entire city; JCDecaux street level ads enabled brand activations near hotels, transportation hubs, and restaurants where ASCO attendees were highly likely to be during their stay in Chicago.
By intercepting convention goers at multiple, often repeating touchpoints throughout ASCO’s run, these healthcare-focused advertisers were able to prime attendees ahead of their initial arrival to McCormick Place and keep the momentum going over the following days.
OOH intercepts ASCO attendees throughout their journey
Street furniture and billboard advertising reaches ASCO attendees before, during and after the event, to help advertisers stand out against hundreds of other presenting brands and stay top-of-mind among ticket holders as they enter the convention floor. By activating branding that reaches attendees beyond the venue, these companies primed their target audience ahead of official ASCO activations at McCormick Place.
Cencora
JCDecaux’s Chicago OOH network also includes the only expressway digital billboards in the city, covering the nation’s most congested urban roadways leading in and out of Downtown. These boards reach the region’s healthcare leaders as they travel into the city for ASCO as well as those who are in route from either Midway or O’Hare International Airports.
Multi-format OOH advertising extends and enhances impact
Street furniture advertising offers much more than just high-traffic placements. The creative flexibility that is built into the medium enabled ASCO advertisers to broadcast multi-faceted brand stories through creative rotations, full-motion video opportunities, and customized street furniture wraps that created eye level awareness zones where they’re most likely to generate buzz.
Whether static, digital, or a strategic combination of both, ASCO advertisers optimized OOH campaigns with collections of street furniture locations across JCDecaux’s vast city-wide network, enabling repeat exposure to multi-creatives throughout the week for optimized impact.
Outdoor ads improve credibility during industry events
JCDecaux’s North American portfolio includes top convention and trade show markets beyond Chicago like New York City, San Francisco, and Boston. During landmark events like ASCO or others that span industries like AI, business, or consumer technology, street furniture advertising offers relevant brands a real-life voice that extends past convention center walls to gain a leg up on other exhibitors.