MarTech Podcast ™ – "Marketers' Biggest Misconception About Billboards"

Release Date: April 10, 2026
Host: Benjamin Shapiro
Guest: Alex Weinberger, General Manager of Digital Out of Home at AdRoll

Episode Overview

This episode explores the realities and misconceptions surrounding digital out-of-home (DOOH) advertising—most notably the common belief that billboards are the only format available. Benjamin Shapiro speaks with Alex Weinberger of AdRoll about how DOOH has evolved, the growing opportunities beyond billboards, the importance of understanding regional market restrictions, and why the physical world is ripe for marketing investment even in an AI-driven era.

Key Discussion Points & Insights

1. The Major Misconception: "Billboards Are DOOH"

• Main Insight: Many marketers incorrectly assume that "digital out of home" strictly means billboards.
  • Alex Weinberger [01:52]:

    "Billboards are the only digital out of home format... There are, I want to say, 97 different kinds of venue types and formats that we've got available here in the United States. So billboards are just one of them. So it's not the end all be all."

2. The Breadth of DOOH Formats

• Expanded Landscape: Marketers now have almost a hundred varied DOOH formats at their disposal, such as screens in airports, gyms, taxis, and more—not just billboards.
• Key Takeaway: Limiting campaigns to only billboards means missing out on creative and contextual opportunities.

3. Importance of Local Regulations and Market Nuances

• Example: A client wanted full billboard coverage in Seattle for a B2B conference but overlooked city ordinances.
  • Alex Weinberger [02:21]:

    "Seattle actually has an ordinance against placing digital out of home screens within the city limits. You can get them in Tacoma, right, But you can't get them in Seattle."

• Implication: Successful DOOH campaigns require market-by-market consideration—what's available in one city might be impossible in another.

4. The Smartness of Physical Media in a Digital, AI-Saturated World

• Macro Trend: As marketing turns ever more digital and AI-driven, physical-world advertising can cut through the noise and deliver impact via unique touchpoints.

Notable Quotes & Memorable Moments

• On marketers' assumptions:
  "Some marketers say they kind of beat their chest and say, we want to be on a billboard... well, there's a lot of other really fantastic formats that we've got available for you. And if you really have to be in Seattle, you're not getting a billboard, right?"
  — Alex Weinberger [02:34]

• On local quirks:
  "Seattle, they win their second Super Bowl, and all of a sudden everything is their way."
  — Benjamin Shapiro [02:56]

• On regional pride:
  "They're getting too big for their britches over here."
  — Alex Weinberger [03:00]

Timestamps for Key Segments

• [01:15] Introduction to Alex Weinberger and the topic: DOOH's current moment
• [01:52] The major misconception about billboards and DOOH
• [02:21] Real-world campaign anecdote: Seattle billboard restrictions
• [02:56] Humorous exchange about Seattle’s local policies
• [03:02] Episode wrap-up

Summary

In a concise but insightful episode, Benjamin Shapiro and Alex Weinberger debunk the myth that billboards are synonymous with digital out-of-home advertising. With nearly a hundred unique advertising venues now classified as DOOH, marketers should broaden their strategies and pay close attention to local regulations before planning campaigns. This perspective is especially valuable as advertisers seek new ways to stand out in an AI-heavy digital landscape—sometimes, the smartest move is a well-placed physical-world message.