In this insightful episode of Beyond the Billboard, host Charlie Riley welcomes Matthew Sciannella, Director of Demand Gen at Refine Labs, to discuss the resurgence of out-of-home advertising from an agency perspective. Dive into why brands should "zag when others zig" and how traditional billboards can complement digital strategies for maximum impact.

Matthew shares his expertise on what makes out-of-home campaigns effective, why simplicity trumps cleverness, and how to measure success in brand marketing. From analyzing successful campaigns like incident.io to critiquing AI-focused messaging, this episode offers practical wisdom for marketers looking to break through the digital noise.