“Beyond the Screen: How DOOH Amplifies Omnichannel Strategy” Let’s DOOH This, by Smartify – Episode 1

In the debut episode of Let’s DOOH This, Smartify CEO Joe Kunigonis and SVP of Marketing Debbie Williams sit down with Jesse Wroblewski—founder of Generations Beyond and author of Marketing for Supervillains—to unpack how digital out-of-home (DOOH) advertising fits into the evolving omnichannel landscape.

They dive into:

• The Power of Omnichannel Marketing: Today’s marketers must “weaponize” data across multiple touchpoints—DOOH, TV, mobile, ATM screens, even rideshare displays—to boost ad recall in a world where consumers are exposed to 10,000+ messages daily.
• Why DOOH Is Different: DOOH and retail media offer unmatched “always-on” visibility, unlike digital and print formats controlled by the consumer. DOOH is a passive yet highly contextual channel that complements active digital behaviors.
• AI’s Role in Smarter Campaigns: The group discusses how artificial intelligence will soon sit at the center of media planning, enabling hyper-targeted campaigns (e.g., “urban moms who recently bought milk in Brooklyn”) based on real-time environmental and behavioral context.
• Content Creation vs. Content Curation: The group emphasizes the looming challenge of content fatigue in a world of infinite media. The future, he argues, lies not just in creating content but in curating relevant experiences for each consumer using intelligent agents.

Whether you're a seasoned marketer or new to DOOH, this episode sets the tone for where the industry is headed—and why outdoor retail media is primed to be a cornerstone of omnichannel strategy.