Artwork for podcast Built for Brand
Out-of-Home Works When Brand and Performance Meet with Michelle Salerno
Episode 42 • 8th July 2026 • Built for Brand • OneScreen
00:00:00 00:30:17

Share Episode

Shownotes

Out-of-home has always been good at getting attention. But for modern marketers, the bigger question is whether it can prove its place in a performance-driven media plan.

In this episode of Built for Brand, Greg Wise sits down with Michelle Salerno, Director of Offline Media Planning and Investment at Known, to unpack how a science-led agency thinks about real-world media. Michelle shares how she built Known’s offline department from the ground up, how data and audience insights can make out-of-home smarter, and why brand affinity may be the next major measurement frontier for the channel.

Greg and Michelle also talk about why programmatic OOH can be a practical starting point for hesitant brands, how physical media builds trust in an AI-saturated world, and why out-of-home works best when it becomes part of the foundation of the media mix.

Key Takeaways:

  • Why out-of-home can be performance-driven, even if it does not behave like digital media
  • How data, audience insights, and human judgment work together to plan smarter OOH campaigns
  • Why brand lift, foot traffic, affinity, and cultural relevance matter when proving the value of real-world media

If your brand is trying to stand out in a crowded, scroll-heavy market, this episode makes the case for building attention people can actually see.

Highlights:

(00:00) Meet Michelle Salerno

(01:21) Reacting to Netflix’s out-of-home flex

(03:30) Building Known’s offline media team

(07:55) How Skeptic brings science to media planning

(08:24) Using AI to plan smarter OOH

(12:08) Proving OOH works differently than digital

(14:20) Why programmatic OOH builds brand confidence

(15:55) Measuring the impact of real-world media

(18:02) Why OOH is more than a vanity play

(22:31) Why brand affinity is OOH’s future metric

Resources:

Michelle Salerno on LinkedIn: https://www.linkedin.com/in/michelle-salerno-40a8032b/

Check out Known: https://known.is/

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/

Links

Video

More from YouTube

More Episodes
42. Out-of-Home Works When Brand and Performance Meet with Michelle Salerno
00:30:17
41. Quality Is the Most Durable Marketing Strategy with Jess Rosenberg
00:30:18
40. From ROAS to Real World Brand Building with Cameron Bush
00:44:30
39. Out-of-Home is Back — And It’s Not Just Billboards with Shannon Curran
00:28:42
38. Brand is the Operating System for Demand (with Brent Bowles) | Ep. 38
00:25:52
37. Inside Indie Venues Where Live Music Fans Are Captive (with Brian Donohoe ) | Ep. 37
00:23:07
36. (Webinar Replay) The Rise of Out-of-Home in B2B Marketing | Ep. 36
00:38:37
35. Funnels That Never Worked, Buyers That Actually Buy (with Patrick Cumming) | Ep. 35
00:33:30
34. Out-of-Home as a Moment, Not a Box to Check (with Mitali Banerjee) | Ep. 34
00:33:54
33. If It Flies, Drives, or Floats, You Can Put an Ad on It (with Gayle Kalvert) | Ep. 33
00:40:13
32. Static, Digital, and Measurement That’s “Poorly Understood” (with Premesh Purayil) | Ep. 32
00:34:40
31. Treat Out of Home Like an Event Channel—The Who/Why/How/What Play (with Nick Bennett) | Ep. 31
00:35:29
30. What People Say About You When You’re Not in the Room (with Nicole Wojno Smith) | Ep. 30
00:23:24
29. Personalize the message, prove the value, and scale community impact (with Kamron Kunce) | Ep. 29
00:26:54
28. Brand vs Demand Without the Divide (with Sara Ajemian) | Ep. 28
00:23:10
27. Creative leaders in the age of AI (with Adam Morgan from Twilio) | Ep. 27
00:25:36
26. Bad Ideas as the Shortcut to Creativity (with Jason Keath) | Ep. 26
00:23:27
25. Landing Page First, Ads Second (with Tas Bober) | Ep. 25
00:37:04
24. Breaking Patterns and Owning the 95% (with Madhav Bhandari) | Ep. 24
00:23:04
23. Winning the Visibility Battle in LLM Search (with David Kirkdorffer) | Ep. 23
00:31:03
22. 90% of Attribution Tech Is Theater (with Pranav Piyush) | Ep. 22
00:34:57
21. Brand Is a Long Game—Here’s How to Win It (with Jennie Kaylie) | Ep. 21
00:25:01
20. Going Where the Fish Are (with Jonathan Gandolf) | Ep. 20
00:29:38
19. Don’t Be Clever, Be Clear—The Real Out-of-Home Strategy (with Matthew Sciannella) | Ep. 19
00:29:56
18. This Isn’t Your Grandmother’s Direct Mail (with Mike Gunderson) | Ep. 18
00:25:28
17. Why 95% of Your Buyers Aren’t Ready Yet (with Jonathan Bland) | Ep. 17
00:28:51
16. Jay Schwedelson on Email Myths, Fake Ads, and Marketing in a Mess | Ep. 16
00:28:55
15. Are You Pissed at the Quality of Your Inbound Leads? (with Kathleen Booth) | Ep. 15
00:32:42
14. Brand Is Intentional: Planting a Stake in the Ground (with Elaine Zelby from Tofu ) | Ep. 14
00:31:23
13. Test, Measure, Win: Out-of-Home Results for B2B Brands with Rob Biederman of Asymmetric | Ep. 13
00:21:25
12. The Billboard You Can Pick Up: Packaging as Brand Experience (with Aaron Keller, Capsule) | Ep. 12
00:28:59
11. Brand Systems That Actually Work" with Dmitry Shamis, OhSnap! : 11
00:26:16
10. How Out-of-Home Advertising Made ClickUp a Household Name w/ Melissa Rosenthal : 10
00:25:52
9. Brand Is a Business Pillar, Not a Marketing Expense - Bill Kenney from Focus Lab : 9
00:32:23
8. Not Every Campaign Wins And That’s Okay with Daniel Weiner from "You Should Talk To": 8
00:26:24
7. BRAND & PERFORMANCE UNITE! Upstart’s Chantelle Rapport on Merging Creativity, Data & Every Customer Touchpoint : 7
00:27:34
6. Why Brands Are Wrapping Delivery Cars And How You Can, Too - With James Heller From Wrapify | 6
00:28:05
5. The Myth of Brand vs. Performance with Preston Rutherford, Co-Founder of Chubbies | 5
00:35:32
4. Tracking Isn't Everything: Prioritize Brand - Mandy Thompson | 4
00:17:04
3. Creative First: Winning OOH Campaigns Start Here | 3
00:19:35
2. Exploring the Creative Possibilities of Out-of-Home (OOH) Advertising | 2
00:19:51
1. Marketing Starts from Within: Selling Ideas to Internal Stakeholders | 1
00:17:03
Introducing Beyond The Billboard
00:01:14