Out-of-Home is Back — And It’s Not Just Billboards with Shannon Curran

When growth hits a wall, the instinct is to start pulling every digital lever you can reach. A little keyword tweak here, a budget shift there. But here's the truth: you can't optimize your way to an IPO. In this episode of Built for Brand, Greg Wise sits down with Fractional CMO Shannon Curran to unpack why the performance-only playbook is running out of runway and why out-of-home (OOH) is the brand channel that's earning its seat back at the table. Greg and Shannon also dig into the two real gaps holding marketers back right now: the confidence gap and the execution gap. Key Takeaways: Why brand marketers are being set up to fail and how targeting upfront (not measuring backward) changes the game How OOH execution is more complex than it looks, from juggling 17 vendors to literally asking if someone needs to cut down a tree What "both/and" really means in practice, using real-world advertising to make your digital channels cheaper and more effective If you're stuck in the dashboard doom loop and ready to build something people can't just scroll past, this one's for you. Highlights: (0:00) Meet Shannon Curran (1:31) Reacting to the "Formula" toothpaste billboard (7:53) Why OOH needs both high-tech tools and a human touch (12:51) Why you can't optimize your way to an IPO (11:01) Why the hottest startups are betting on brand early (23:49) From skincare to airplanes: Creative brand wins in the real world Resources: Follow Shannon on LinkedIn: https://www.linkedin.com/in/shannon-sweeny-curran/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/