×

Turn your RSA presence into
business momentum.

Full-funnel marketing for cybersecurity companies. One integrated plan to maximize your RSA investment.

Building your RSAC audience

Spend with precision.
Leverage McCann6’s data hub - Acxiom - to model, size and reach your exact ICP across every touchpoint. Plus layer on your custom ABM list to lock in your priority accounts.

The RSAC epicenter.

RSAC HQ is Moscone Center, in the heart of SoMa. Within a 0.93-mile (1.5 km) radius sit the Union Square and Yerba Buena hotels where attendees stay, the BART stations they ride through, and the after-hours venues where the real deals happen. Adjust the radius below to see exactly what falls inside the geo-fence at any spend tier.

📍 Geo-Fence Coverage Area

Radius: 0.93 mi · 1.5 km Epicenter: Moscone Center Active: Apr 5–8, 2027

Geo-fence radius →

0.3 mi · 500 m 0.93 mi · 1.5 km 1.86 mi · 3 km 3.1 mi · 5 km

10 hotels 7 POIs 9 OOH

0.93 mi · 1.5 km

Moscone CenterRSAC 2027 HQ

1

2

3

4

5

6

7

8

9

10

A

B

C

D

E

F

G

H

O1

O3

O4

O5

O6

O7

O8

O9

O10

O11

+−

500 m

2000 ft

Moscone Center — RSAC HQ

Nearby hotels (attendee accommodation)

Points of interest & venues

OOH units (Layer 02)

Digital shelter & bulletin network

Active geo-fence

Prime the audience ahead of San Francisco.

Phase B · Own the moment around the venue.

Layer01

Location-Based Mobile Display

Every screen they look at, wherever they are. Geo-fenced display on premium publishers inside the venue radius — plus Uber, owning every ride to, from and around Moscone. One location-based layer, two ways in.

Digital · Geo-fence · In-ride

Part A · Geo-fenced

Display Banners Around the Venue

✓

0.93 mi (1.5 km) geo-fence

Moscone Center epicenter — covers Yerba Buena, Union Square, the Market St corridor and the core RSAC hotel cluster in SoMa and the Financial District.

✓

ICP + ABM audience gate

Only the right audience sees the ad — no waste impressions to tourists or non-buyers in the same geo.

✓

1st-party data activation

Match your CRM, past registrants and retargeting pool against in-geo devices for named-account precision.

Real-world example · Premium publisher placements

Brand-safe, tier-one publishers — served only to the ICP audience inside the geo-fence.

Part B · In-ride

Uber Ads — RSAC Event Takeover

RSAC is a Tier 1 Uber event. The brand owns 100% share of voice and full event exclusivity on every Uber ride to, from and around the conference — then extends into the in-car screen in three business hubs and closes the loop on Uber Eats.

100%

Share of voice + event exclusivity

1–1.5%

Avg CTR · Uber event benchmark

70–90s

Avg time spent · Uber event benchmark

The media plan · 3 formats

01

Apr 4 – 8, 2027 · 5 days · Event takeover

Journey Ads · Uber Rides

The hero. One story across all 3 phases of the ride — Dispatch, En-Route, On-Trip — with 100% SOV. Starts one day pre-event to catch arrivals.

Targeting Trips to / from RSAC · Business profiles, Uber Black / XL / Comfort riders · Trips to hotels & airports, non-locals · Previous conference goers, office goers, business-professional lookalikes

01 · Dispatch02 · En-route03 · On-trip

02

Mar 12 – Apr 10, 2027 · 30 days · Lead-up + event week

JourneyTV · In-car screen

The largest screen in the car — a seat-back tablet, full screen or widget. Up to 8 video & static cards per ride. City-level awareness in the month before RSAC, where the buyers fly in from.

+ Send to Phone One tap opens your page in the rider's Uber app, and a sponsored email lands in their inbox after the trip. Built for book a meeting at RSAC.

Geo San Francisco · New York City · Los Angeles

03

Apr 1 – 10, 2027 · 10 days · Close the loop

Post-Checkout · Uber Eats

Same audience, second platform. Appears right after checkout, while the user waits for their delivery — an attentive, unhurried moment. 100% SOV across 2 phases of the Uber Eats order. Static carousel of up to 4 cards, or one horizontal 16:9 video.

Targeting Business profiles · Uber for Business premium ride types (Black, Lux, Exec) · Previous conference attendees · Business travellers & office goers

Order confirmedArriving in 25 min

Your headlineCTA

Card twoCTA

Card threeCTA

Card fourCTA

Ad

✓

You buy journeys, not impressions

Cost-per-trip model: you own the whole ride, start to finish, with 100% SOV. Forecast ~2.5 impressions per journey.

✓

Uber 1st-party audience

Historical, real-time and behavioural signals across Rides & Eats — business travellers, Uber for Business profiles, hotel & office goers, past B2B conference goers.

✓

Measured end to end

Weekly performance updates + post-campaign analysis. Click & impression tracking via CM360, Flashtalking or Innovid; DV / IAS verification. 3P brand lift available as added value at market minimums.

✓

Buy it your way

Managed service, or programmatic guaranteed via DV360, The Trade Desk, Adobe or Yahoo (static only).

Creative Static or video, built to Uber spec. Video for awareness, static for conversion. Up to 5 cards on Journey Ads, 8 on JourneyTV, 4 on Post-Checkout.

Deadlines Inventory is limited and Tier 1 events sell out — book early. Creative due 10 days before launch.

Layer02

OOH Signs Around the Event

From the moment they land at SFO to the walk into Moscone. 14 placements across four zones — the airport, the Moscone block, the Union Square hotels and the city in between — all flighted against RSAC 2027 dates. Buy one zone or own them all.

OOH · Static & Digital

14

Placements across 4 zones

246

Screens & walls

51M

Total impressions in plan

Mar 15

First units live · 3 weeks before doors open

The OOH plan · from the runway to the registration desk

Zone 01

Airport · Where they land

Every attendee flying in walks past these screens — arriving, connecting and heading home.

O1

Iconic Digital · SFO-LED-6

SFO · Concourse B, past security · 18.5 km from Moscone

Flight

Mar 22 – Apr 18

Impressions

3.4M

2-story LED wall · 8% SOV

O2

Video Wall Network · 8 screens

SFO · checkpoints & concourses

Flight

Mar 22 – Apr 18

Impressions

12.7M

8 digital walls · all airlines · 8% SOV

Airport units are sold as one package · 4-week minimum · non-cancellable.

Zone 02

The Moscone Block · Where they cross

The garage they park in, the station they exit, the corners they cross — all within a few minutes of the doors.

O3

Garage Domination

Moscone Center Garage · across the street · 0.3 km from Moscone

Flight

Mar 15 – Apr 11

Impressions

—

100% static takeover · 732 spaces at 99% capacity

O4

Station Domination

Yerba Buena / Moscone Station · 0.2 km from Moscone

Flight

Mar 15 – Apr 11

Impressions

4.5M

Full-motion station takeover · 10% SOV

O5

Wall #302

28 2nd St · Yerba Buena / SoMa · 0.5 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

307K

33′ × 15′ · 100% SOV

O6

Wallscape #6023

Harrison St & 2nd St · SoMa · 0.6 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

198K

24′ × 12′ · 100% SOV · Bay Bridge on-ramp

O7

Salesforce Transit Center Network

Fremont St, between Mission & Howard · 0.9 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

2.9M

123 digital screens · 10% SOV

Zone 03

Union Square · Where they sleep

The hotel district: every morning walk to Moscone starts here.

O8

Wall #325

190 O’Farrell St · Union Square · 0.8 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

816K

30′ × 30′ · 100% SOV

O9

Wallscape #6012

Powell St & O’Farrell St · 0.7 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

183K

30′ × 31′ · 100% SOV

O10

Wallscape #6018

Mason St & Geary St · Theater District · 0.9 km from Moscone

Flight

Mar 29 – Apr 11

Impressions

365K

30′ × 30′ · 100% SOV

O11

Video Walls · Union Square Station

Union Square / Market St Station · 0.6 km from Moscone

Flight

Apr 5 – Apr 11

Impressions

160K

2 large-format video walls · 8.3% SOV

O12

Digital Kiosks · SF Prime

Downtown, around top RSA POIs

Flight

Mar 29 – Apr 11

Impressions

1.8M

9 kiosks / 18 faces · 11% SOV

Zone 04

The City in Between · Wherever they are

Citywide digital and transit screens that keep the brand in view between sessions, dinners and the airport.

O13

Digital Bulletins + Transit Shelters

8 bulletins + 70 digital shelters · Bay Area

Flight

Mar 29 – Apr 11

Impressions

19.4M

78 digital units · 12.5% SOV

O14

Digital Platforms

Central subway stations

Flight

Mar 29 – Apr 11

Impressions

3.8M

14 interactive screens · 10% SOV

Open the full unit map ↗Full pricing & details →or WhatsApp · +972 54-325-5532

Mix and match by zone. No space is on hold — all units subject to availability at booking. Creative subject to media-owner approval. Production, print and install included at rate card; posting takes 5 business days before each flight starts.

Layer03

Out of the Box

The hero, brand-defining moment of the program. A custom experiential / guerrilla activation engineered for RSAC: an idea attendees photograph, share and remember long after the show. Each concept is bespoke — built around the brand brief, the venue geography and the audience tribe.

Experiential · Hero

✓

Bespoke concept development

2–3 ideas built against the brand brief — physical install, stunt, surprise-and-delight, or hybrid digital/IRL.

✓

Sponsor route = best locations

RSAC holds the permits within a set radius of Moscone. Experiential placements work best when the brand activates as an RSAC sponsor.

✓

Clean zone, cleared first

RSAC's clean zone is confirmed up front, and all advertising in the city is approved by the convention. Unauthorized executions — like building wraps — can draw fines.

✓

Guerrilla, done smart

Pop-ups are welcome, but outside the radius they miss attendee flow — and most property owners require coordination and access fees via the convention.

Real-world examples · 9 out-of-the-box formats

Nine hero formats — physical, projected, airborne, experiential — that turn the campaign into something people photograph, share and remember.

Format 01 · Lead time 3–4 wks

Digital Mobile Billboard

3-screen LED truck · custom route · 8 hrs/day

• RSAC week · 4 days
• Single day

Street Level OOH

Format 02 · Lead time 3 wks

Sidewalk Chalk Stencils

100 stencils · 1–2 colors · lasts up to a month

• 100 stencils

Street Level OOH

Format 03 · Lead time 5 wks

Sidewalk Decals

50 placements · 24″×24″ · single creative

• 50 decals

Street Level OOH

Format 04 · Lead time 3–4 wks

Standard Projections

Any wall, after dark · 5–7 hrs/night

• 3 nights

Laser Projections

Format 05 · Lead time 3–4 wks

Audio Projections

Laser + SonicSpotlight directional sound

• 3 nights

Laser Projections

Format 06 · Lead time 6–8 wks

Food Truck Experience

Branded truck · 250 servings · ambassadors · data-capture iPad

• 1 truck · 3 days

Branded Experience

Format 07 · Lead time 4–5 wks

Iconic Projections

Multi-projector takeover of a landmark building

• 3 nights

Laser Projections

Format 08 · Lead time 5 wks

Wrapped Cars & Digital Tops

Full wraps + digital tops · custom route around Moscone · 100% SOV

• 65 digital taxi tops · 1 week
• 5 wrapped cars · 4 days
• 10 cars + free rides · 1 day
• 10 cars + free rides · 4 days

Street Level OOH

Format 09 · Lead time 6–8 wks

Drone Shows

10–12 min show · FAA permits & insurance included

• 500 drones
• 800 drones
• 1K drones

Hero Sky Activation

Ready to light up · San Francisco walls scouted for projections

Mix any combination to engineer the campaign's hero moment. Book early: the longest formats need 6–8 weeks — lock concepts by early February 2027.

Full pricing & details →or WhatsApp · +972 54-325-5532

Estimates only. Excludes shipping, tax, install, media and permitting unless noted. Final creative subject to vendor, city and RSAC approval. Some formats run as guerrilla (non-permitted) activations; brand-reputation risk sits with the client.

Phase C · Always-on & retargeting.

Re-engage everyone who saw the campaign, attended the conference, or interacted with content during the show — and convert attention into pipeline.

Our packages for RSA.

Every layer is modular. Three ready-made packages — from owning the walk-in to owning the city — each built from units in this plan.