On this episode of Beyond the Billboard, Greg Wise and I sat down with Gayle Calvert, Founder and CEO of Creo Collective.
This one was different.
Instead of us asking the questions, Gayle put us on the hot seat.
It also happened to be Halloween, which meant I was dressed as a Pokémon, Greg was dressed as a bunny, and Gayle wore a hat to keep up with us.
Gayle is a sharp B2B marketer, a two-time podcast host, and someone who says what she thinks. She came ready with real questions that most marketers and agency leaders ask behind the scenes. And she pushed us to break down out-of-home in a simple, direct way.
Watch the full episode.
What Most Marketers Still Get Wrong About Out-of-Home
Gayle started by admitting something many marketers feel but rarely say out loud:
Brand work can feel hard to measure.
She shared her own bias from earlier in her career. It felt easier to gravitate toward things that tied directly to performance and fast results.
That opened the door for the core of this episode.
We walked through:
- Why out-of-home is measurable today
- How it works with demand, not against it
- Why it still matters in a world where digital is noisy and crowded
Greg explained how we use exposed mobile IDs (anonymously) to track when someone passes a board and later visits a website. It’s directional. It’s safe. And it helps teams show impact without guessing.
When a “Billboard” Is Not Just a Billboard
Gayle told us her entire out-of-home background came down to one moment:
A client once bought a single billboard and asked her team to design it.
That’s the reality for many marketers.
Out-of-home often feels like a one-off.
We broke down what’s actually possible today:
- Static and digital boards
- Transit placements
- Car wraps
- LED trucks
- Airport ads
- Wrapped coffee carts and ice cream carts
- Street teams
- Sandcastles (yes, really)
- Aerial banners
- Drone shows
- Full experiential builds
If it moves, sits still, or draws attention in the real world, you can likely put a message on it.
How to Find People When No One Works in an Office
Gayle asked one of the hardest questions:
“How do you find your audience when no one goes into the office anymore?”
We walked through how our data solves for this.
We use real movement patterns—anonymous and aggregated—to find where specific groups live, travel, shop, and spend time.
That makes remote work less of a challenge and more of an opportunity.
What Clients Need Before They Run Out-of-Home
Gayle asked what every brand should know before they start.
Here were the big points:
- Start with the outcome. What do you want people to do or feel after they see your campaign?
- Remember you don’t need a major city. Great results happen in strong secondary markets.
- Plan early. Good placements sell out fast. Waiting until the last minute limits what’s possible and raises cost.
We also talked budget.
For B2B brands, most first-time campaigns in tier-one or tier-two markets land in the low six-figure range to see real impact.
How Events Fit Into the Story
Events are a huge spend for most companies.
But most teams only think about what happens on-site.
Gayle asked how out-of-home can help before and after the event.
We broke it down:
- Warm the market with targeted placements two weeks before
- Activate hard during the event with local formats and mobile units
- Continue after the event with airport placements, city boards, or ABM follow-ups based on badge scans
This is where out-of-home and events work best together.
It builds memory, trust, and reach long before a meeting takes place.
What Our Platform Actually Does
Gayle asked about the OneScreen platform.
Here’s the simple version we shared:
- It shows every piece of out-of-home inventory in the country
- It matches that inventory to the exact audience you want to reach
- It ranks markets, formats, and placements by impact
- It helps plan campaigns end-to-end
Right now, we run campaigns for clients using the platform ourselves.
In 2026, we’ll open more of the dashboards so clients can view performance directly.
The Wildest Thing We’ve Done
Gayle wanted to know the coolest campaign we’ve ever executed.
Greg shared the time we dropped a wrecking ball on a car in New York City for a product launch.
It made a huge impact and created a moment that people still talk about.
For me, I shared the feeling clients get when they see their first billboard in the wild.
When they send us photos from friends and coworkers.
When their teams share screenshots and smile.
It never gets old.
A Fun End to a Fun Episode
We wrapped with a rapid-fire chat about our favorite apps.
Greg chose Waze.
Gayle didn’t let him off easy.
I picked Orange Theory.
Gayle admitted hers was Spotify (by far the most normal answer).
It was a light, fun close to a packed conversation.
Final Takeaway
Out-of-home is no longer a guess.
It’s targeted.
It’s measurable.
It’s flexible.
And it works with every other part of the modern marketing mix.
Gayle asked the questions most marketers are thinking about.
Our hope is that this episode makes out-of-home feel easier, clearer, and more useful for teams that want to stand out in a crowded market.