Billboards are back–and smarter than ever.

Forget pop-ups and crowded social feeds. Forward-thinking marketers are reimagining out-of-home advertising as a precision growth channel and yielding real results.

Today’s guest is Greg Wise, Co-Founder and Chief Customer Officer at OneScreen.ai, where he’s helping modern brands move beyond the screen and back into the streets.

After starting his career at HubSpot and working in commercial real estate, Greg spotted an overlooked opportunity: integrating data-driven marketing into the world of physical advertising. Now, he’s helping B2B and DTC companies rethink how and where they show up–online and off.

How Founders Can Use Physical Ads to Build a Stronger Brand

If you’re relying on performance digital marketing alone, you’re leaving brand equity on the table. Greg explains why founders at high-growth companies are turning to old-school channels—such as billboards and in-store signage—to cut through the digital noise and stay top of mind.

Why Out-of-Home Advertising is Easier Than You Think

Greg shares how platforms like OneScreen are making it easier than ever to plan, buy, and measure out-of-home campaigns with real data–think billboards, bus stops, airport signage, and even wrapped cars.

You’ll learn how B2B teams are using out-of-home advertising to reach niche audiences by location and profession, and track web lift just like digital marketing. Some of their campaigns are driving over 130% increases in website activity—and you’ll hear exactly how.

This episode is packed with practical ideas on how to blend real-world and online campaigns, as well as why investing in your brand today makes conversions easier, cheaper, and faster tomorrow.

Enjoy this episode with Greg Wise…

Soundbytes

39:47 – 40:07 “Doing out of home can increase web lift conversions by 134%…For B2B companies. …For DTC companies was well over 200%.”

44:10 – 44:39 “The performance marketer might generally think about it as someone who’s focused on the bottom of a funnel, the people that are ready to buy, the people that are ready to convert. But that’s potentially 5%. It’s the 95-5 rule. 95% of your target audience and your target customer base are not in the market to buy right now, and for years, we’ve ignored those people. The way you go after those people is through brand work.”

33:49 – 34:02 “We need that physical location, to show up in the real world, in the places where our customers are, so they can see and touch and feel, try on, experience, and then we don’t care if they buy it in the store or if they buy it online.”

Quotes

“How are you communicating brand in a way that can be memorable and stand out?”

“The problem is that people don’t really know how to do it right if they’ve never done it before.”

Links mentioned in this episode:

From Our Guest

Website: https://www.onescreen.ai/

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregwise/

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