Podcast Summary: MarTech Podcast™ – "From Billboards to Bottom-Funnel Results"

Date: April 6, 2026
Host: Benjamin Shapiro
Guest: Alex Weinberger, General Manager of Digital Out of Home at AdRoll

Episode Overview

This episode explores the renaissance of out of home (OOH) advertising in the digital age, focusing on how Digital Out of Home (DOOH) has evolved from traditional billboards to become a measurable, programmatic, and high-performing media channel. Benjamin Shapiro interviews Alex Weinberger of AdRoll to unpack why DOOH is having its moment—especially as marketers seek measurable alternatives in a landscape disrupted by AI, privacy changes, and declining top-of-funnel visibility.

Key Discussion Points & Insights

The Changing Face of Out of Home Advertising (01:15–04:04)

• DOOH Growth: DOOH accounted for 34% of OOH ad spend in Q1 2025, a 9% increase year-on-year.
• Shift from Real Estate to Media: OOH has transformed from simply being about physical locations and static billboards to sophisticated, data-driven media placements enabled by technology.
• Why Now? The convergence of programmatic tech, improved attribution, and broader screen inventory is fueling the growth of DOOH.

Quote:
“In 2026, media without the ability to measure doesn’t really matter.”
— Alex Weinberger (04:04)

Defining Digital Out of Home & Screen Segmentation (06:28–10:51)

• DOOH Definition: Encompasses every digital screen outside your home (excluding personal devices), including large roadside billboards, transit shelters, and “place-based” screens in gyms, bars, malls, and entertainment venues.
• Segmentation (Taxonomy):
  • Roadside Inventory: Billboards, shelters, urban panels
  • Place-Based: Gyms, bars, retail, restaurants, airports (even down to specific airport locations like baggage claim or lounge)
• Customization: The ability to select screens and placements with granularity makes every campaign unique.

Quote:
“You can do really focused, specific localized campaigns...and be given that same level of consideration as some of these other massive brands.”
— Alex Weinberger (09:00)

Programmatic Buying & Full-Funnel Coverage (10:51–13:28)

• Programmatic Advantages: Real-time bidding and individual screen selection enable brands to be where consumers are—across multiple touchpoints, not just one static location.
• Omnipresence: The synergy of seeing ads across billboards, transit, gyms, CTV, and mobile increases consideration and impact.

Quote:
“Digital out of home allows you to cover all of that space in as many different environments as you want as far as building that consideration and ultimately execution of a purchase.”
— Alex Weinberger (12:29)

Targeting, Custom Audiences & Event Strategy (13:38–15:36)

• Targeting Methods:
  • Event Support: Surrounding conference venues, hotels, and social spaces with DOOH during key events.
  • Hyperlocal Geofencing: Targeting specific HQs, neighborhoods, or dayparts to reach decision makers on their commute or during lunch hours.

Creative Best Practices for DOOH (15:43–18:57)

• Attention Span: Creative must grab attention in 3–4 seconds.
• Tips:
  • Use bold, contrasting colors.
  • Prioritize logo/product imagery (40–50% of layout).
  • Limit text to 3–7 impactful words.
  • Take creative risks—unconventional creatives stand out.
• Testing & Flexibility: DOOH enables rapid testing and iteration compared to static boards.

Notable Moment:
“A creative told me...they did a successful digital out of home campaign by building this beautiful multicolor creative and then flipping it upside down...”
— Alex Weinberger (17:10)

Attribution & Measurement in DOOH (18:57–25:07)

• Attribution Methods:
  • Foot Traffic: Match observed mobile devices exposed to an ad with visits to specific locations.
  • Sales Lift: Cross-reference exposure with POS data.
  • Brand Lift: Survey exposed vs. control groups for awareness/consideration changes.
  • Digital Actions: App downloads and web conversions post-exposure.
• Anonymized Data: Device IDs within defined proximity/time windows are anonymized and aggregated.
• Retargeting: Build audience segments for follow-up on other digital channels—subject to evolving privacy regulations.

Quote:
“One of the biggest myths about Digital out of Home is that it’s just upper funnel and it’s just awareness...we have a full suite of measurement.”
— Alex Weinberger (19:06)

DOOH as Part of a Full-Funnel, Omnichannel Strategy (25:42–30:30)

• Multi-Channel Synergy: Combining DOOH with mobile, display, and CTV increases buyer intent and ROI.
• Nurture & Direct Response: DOOH can be strategically placed for last-mile conversions (e.g., are you near a Walmart where Red Bull is on sale?).
• Contextual Environment: Place ads where actionable—right place, right time for decision making.

Quote:
“The days of single channel activation are dead.”
— Alex Weinberger (25:42)

Lightning Round: Industry Insights & Predictions (31:30–38:35)

• Future Prediction: Place-based screens (gyms, bars, retail) will become as valuable—or more so—than roadside billboards due to the proliferation of in-store digital signage.
  (33:20)
• Most Overrated Screen: There’s no single “overrated” screen; contextual fit is key. (33:36)
• First Dollar in DOOH for B2B Marketers: Start with conference and event support for high-intent, measurable campaigns. (35:27)
• Biggest DOOH Myth: Billboards aren’t the only format—there are nearly 100 venue types, and screen availability can vary by market/law. (36:32)
• Fact or Fiction: In five years, DOOH will surpass static billboards in media spend. FACT. (37:51)

Host’s Contrarian Take:
“The laptop is the screen that’s actually going to be deprioritized over time....We will have more out in the real world, like computation and work being done for us.”
— Benjamin Shapiro (34:23)

Notable Quotes & Memorable Moments

• "Media without the ability to measure doesn't really matter."
  — Alex Weinberger (04:04)
• "You want minimal words, three to maybe seven words max. Right? Because again, you've got that very quick opportunity to catch their attention..."
  — Alex Weinberger (15:43)
• "Digital out of home is here to catch it." (about shifting budgets from digital display/mobile)
  — Alex Weinberger (35:11)

Important Timestamps

• 01:15–04:04: Context for DOOH’s resurgence, market stats
• 06:28–10:51: Definition and segmentation of DOOH inventory
• 10:51–13:28: Programmatic advantages & cross-channel synergy
• 15:43–18:57: Creative guidelines & examples
• 18:57–25:07: Attribution, targeting, and privacy
• 25:42–30:30: Full-funnel and contextual strategy
• 31:30–38:35: Lightning round: predictions, myths, best practices

Tone & Language

The discussion is lively, expert, sometimes self-deprecating (jokes about Angry Birds, Seattle’s “super bowl win”), and focused on practical, actionable advice for marketers, with enthusiasm for creative risk-taking and future-facing strategy.

Takeaways for Listeners

• DOOH is measurable, targetable, and works across the funnel: Not just for awareness but also for direct response/nurture strategies.
• Programmatic buying & audience targeting unlock scale and precision, even for smaller brands.
• Creative is king—be bold and experiment; DOOH rewards unconventional thinking.
• Attribution and retargeting are increasingly accessible, but evolving privacy laws require technical know-how.
• Full-funnel, omnichannel campaigns drive results; the days of isolated channels are over.

For marketers seeking ROI, credibility, and omnipresence, DOOH is no longer an old-school brand play—it’s a data-driven, essential component of modern campaigns.