The Last Untapped Channel: Driving Precision, Attention, and Revenue with Smart DOOH

“Digital out-of-home is where attention lives. It's unskippable, brand-safe, and contextually relevant—right when and where people are most engaged. If your brand isn't showing up in high-dwell environments, you're missing a powerful and measurable way to connect.” That's a quote from Peter Schofield, VP of Partnerships at Atmosphere TV, and a sneak peek at today's episode.

Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe and stay ahead of your competition today.

In The Last Untapped Channel: Driving Precision, Attention, and Revenue with Smart Digital Out-of-Home, I sit down with Peter Schofield. He's the VP of Brand Partnerships at Atmosphere TV. We explore how digital out-of-home advertising has evolved into one of the most targeted, high-impact channels in modern media. From smart targeting and unskippable content to real-world attribution and creative flexibility, Peter breaks down how brands are turning physical spaces into revenue-generating media environments.

Be sure to stay tuned until the end, where Peter shares how top brands are using API-powered digital out-of-home to personalize in-the-moment engagement at scale. Let's go!

Kerry Curran, RBMA (00:01.698)
So welcome, Peter. Please introduce yourself and share your background and expertise.

Peter Schofield (00:07.960)
Thanks, Kerry. I'm excited to be here today. I'm Peter Schofield, VP of Brand Partnerships with Atmosphere TV. I've been in the marketing and advertising space for the better part of 30 years. I've always been curious about human behavior, social sciences, marketing, and advertising—connecting brands with people and people with people. That always puts you at the front of technology and innovation. So I've always been excited about that, and that's where I've spent most of my adult career.

Kerry Curran, RBMA (00:41.112)
Excellent, great. I'm excited to dive into your area of expertise. When we first met and dove into Atmosphere TV and your capabilities, I got really excited about the unique aspect of connecting consumers with brands and helping brands with their narrative and storytelling. So, excited to dive in. Talk about out-of-home—what trends are you seeing and hearing today?

Peter Schofield (01:18.670)
Sure. The out-of-home market, specifically the digital out-of-home market, is certainly thriving. The extraordinary reach, context, and impact of digital out-of-home are literally reshaping consumer engagement. Brands and agencies looking to move the needle are tapping into screens and spaces that have been previously overlooked, undervalued, or underutilized.

Peter Schofield (01:48.192)
Three key elements that are a consistent part of the narrative—what folks are looking for in their investment—are efficacy, deliverability, and accountability. Out-of-home provides all of those.

Kerry Curran, RBMA (01:59.448)
Definitely. I think the advent and growth of digital out-of-home really revamped and breathed new life into what we knew as traditional billboards, bus stops, etc. It’s very cool to see the evolution and the more advanced targeting capabilities.

Peter Schofield (02:26.644)
It is sophisticated now. It’s not your father’s billboards, as they say, right? It's the optimal blend of scale, mass reach, and local precision. Brand-safe channels are really making this a distinguished place to market, for sure.

Kerry Curran, RBMA (02:45.142)
Yeah. How are you seeing that increased interest in out-of-home as part of the media mix?

Peter Schofield (02:51.706)
I think folks are recognizing it as a real opportunity to align messaging with not only what people are doing, but why they're doing it. At the neighborhood level, we can connect with what people are doing, how they’re feeling, and what they’re experiencing in real time—where they live, work, and play. It’s inherently location-based and enhanced significantly by contextual targeting. That’s where companies like Atmosphere really come into play.

Kerry Curran, RBMA (03:26.784)
Definitely. There are so many stats that prove the engagement and growth opportunity. I know you had some from eMarketer. Want to dive into those?

Peter Schofield (03:40.846)
Yes. In 2024, out-of-home revenue in the U.S. was just ov