In Episode 19 of Beyond the Billboard, marketing expert Jay Schwedelson joined hosts Greg Wise and Charlie Riley to discuss the real role of out-of-home (OOH) advertising in modern marketing. This episode dives deep into attribution myths, creative campaign strategies, and why marketers need to think beyond last-touch reporting.
Here are the top takeaways to level up your OOH strategy today.
By the way, listen to the full episode right below.
The Problem with Attribution: Why It’s Not Just About Email
Marketers love attribution. But as Jay pointed out, it often creates false conclusions.
“Yeah, it is total garbage. And I do a lot in the email space. And a lot of times our clients are like, Oh, we sent you this email and we got new customers, pipeline, new sales. Let’s double down. Let’s do even more email because that crushed it.”
He explained that attributing conversions solely to email ignores the multiple touchpoints that build trust along the way. OOH advertising, website visits, organic social, and brand reputation all play roles that data models often fail to credit. Marketers must step back and look at the full journey to understand what is truly driving results.
Out-of-Home Advertising = More Than Billboards
Jay emphasized that OOH is often misunderstood as just highway billboards. But in reality, it includes:
- Digital signage
- Transit wraps
- Experiential activations
- Street art and guerrilla campaigns
- Ads in gyms, airports, and even restrooms
These placements create brand familiarity in environments where digital ads cannot reach. Charlie added that when combined with audience movement data, OOH can be hyper-targeted for maximum impact.
“Just even anecdotally, I would get Slacks and calls and emails from the sales team saying, Thank you. And when did that ever happen? Because their target accounts were picking up the phone and saying, Holy shit, I’ve seen you guys everywhere.”
Creativity Is the Differentiator
The episode highlighted that creativity is what makes OOH campaigns stand out. Unlike digital ads that can be skipped or blocked, OOH forces attention.
Jay shared that marketers need to think beyond standard placements. Whether it is wrapping skyscrapers, deploying drones, or creating interactive street installations, the key is to create a moment people remember.
“Right? And then you’re hitting them and they think well of your company. And in that moment, like, I’m going to take advantage of this thing because I need the thing.”
OOH creates brand moments that build trust and trigger conversions when buyers are ready.
Budget Pressures and Marketing Myopia
Jay also addressed the current economic environment. With budgets tightening, marketers often cut brand and awareness initiatives first. But he argues that this is short-sighted.
“Well, I mean, right now it’s uncertainty. There’s no doubt that there’s uncertainty. So budgets are getting tighter.”
He stressed that brands who remain visible during uncertain times come out stronger. Loyalty becomes even more critical when buyers are cautious with spending.
“Loyalty wins the day. People normally will spend more money on products and services that they feel loyal to.”
OOH builds familiarity and trust, increasing loyalty and reducing acquisition costs over time.
Action Steps for Marketers
Here are three ways to apply Jay’s insights:
- Rethink attribution models. Evaluate how all channels contribute to pipeline, not just last-touch clicks.
- Expand OOH strategy beyond billboards. Consider placements that match where your target audience moves daily.
- Invest in creativity. Memorable experiences build brand preference and differentiate you from competitors.
Final Thought
As this conversation revealed, OOH advertising is no longer just an awareness play. It influences buyer perception, boosts brand trust, and contributes to pipeline growth. In a time where digital channels are saturated, OOH offers marketers a way to stand out and stay top of mind.
Listen to the full episode with Jay Schwedelson on Beyond the Billboard to explore how your brand can leverage out-of-home advertising to drive real results in 2025 and beyond.