# Greg Wise

Greg Wise shares practical advice on out-of-home advertising, including how brands can plan campaigns around retail launches, target markets, and connect billboards with digital marketing. His posts also describe campaign work and marketing at Onescreen.

- Profile: https://b2binfluencer.marketing/creators/greg-wise/
- LinkedIn: https://www.linkedin.com/in/gregwise
- LinkedIn followers: 22,608
- Topics: b2b-marketing, account-based-marketing
- Based on 27 dated posts, latest 2026-09-17

## Summary

Greg Wise is most useful for explaining and planning mid-market out-of-home campaigns tied to retail launches and digital measurement.

- Best for: B2B martech brands seeking co-marketing webinars on mid-market out-of-home advertising strategy.
- Not for: Consumer snack or beauty campaigns seeking product reviews, personal endorsements, or coupon-code sales.
- Check first: Confirm audience demographics and comparable webinar or post engagement results.

### Takeaways

- New OOH advertisers often spend under $1M yearly; campaigns start at $50K to $150K.
- Two gaps stall first-time buyers: a confidence gap and an execution gap.
- Growth in OOH is coming from mid-market brands, not the biggest spenders.

## Main ideas

- **Out-of-home advertising should be judged by how much it improves every other channel**: Wise's most repeated argument is that OOH is a performance layer, not a standalone awareness buy. They point to branded-search lift, higher click-through on paid search and social, better conversion rates and lower blended customer acquisition cost as signals of buyer confidence and reduced friction, not vanity metrics. More branded search means demand creation rather than demand capture, they write; lower acquisition cost over time means buyers were warmed earlier and cost less to convert later. Their conclusion: OOH is not meant to be measured dollar-in, dollar-out, but to make every other dollar work better. The real obstacle, they say, is the internal conversation: many marketers believe OOH works but cannot explain it to a chief financial officer who wants cost-per-lead on everything.
- **Two gaps explain why first-time buyers stall: confidence and execution**: Wise names and revisits two obstacles. The confidence gap is the distance between believing OOH works and feeling able to defend the investment internally; when a marketer says "I can't measure this," they hear "I can't confidently explain this to my CEO, CFO, or board." The execution gap is the distance between deciding to invest and running a good campaign, driven by fragmented inventory, widely varying formats, inconsistent lead times and single-city campaigns that can involve a dozen vendors with different contracts, specs and timelines. Their advice: ask the right people all the questions rather than avoid the channel. As they put it, OOH is not hard to do, but it is easy to screw up.
- **Growth in OOH is coming from mid-market brands, not the biggest spenders**: Wise argues the interesting data point is not the large national advertisers but the smaller ones moving in behind them. They report that most new OOH advertisers spend under $1M a year, campaigns typically start between $50K and $150K, the fastest repeat spending comes from brands with roughly $20M to $500M in revenue, and B2B tech, fintech and modern DTC expand fastest. The arithmetic: digital CPMs rose sharply, incrementality became harder to prove and frequency was wasted on the same users. Well-planned OOH, they write, delivers city-level reach at competitive CPMs and hits buyers outside the algorithm. Agencies are adding OOH, they argue, because it opens larger budgets and new lines of business beyond paid media.
- **OOH is a retail launch and distribution channel, not just top-of-funnel awareness**: Wise argues that billboards tell consumers a product is now on shelves and show a retailer the brand is serious about selling it. They recommend layering placements by proximity to the moment of purchase: broad-reach roadside units for awareness, street-level formats to stay present through the day, and screen placements at or near the stores where the product is sold. Billboards, transit and gas stations form one ecosystem along the path to purchase, they say, while mall media is an overlooked channel that reaches shoppers in a premium environment near the point of decision.
- **Small budgets can work in OOH, but only with focus—and Wise will tell you when to wait**: Wise's most practical posts offer plans, not opinions. For budgets under $30K, they say to first decide whether OOH makes sense at all: it is a poor fit if you cannot focus on one market, run for at least four weeks, plan to buy scattered single units or expect fast direct attribution. If it does make sense, they recommend one market, two to four units in the same geography, priority on commute routes, office density or retail corridors, a four-to-eight-week run, and support from paid search and retargeting in that market. Success looks like branded search lift, direct traffic in-market, better efficiency across paid media and sales conversations that open with "I've been seeing you everywhere."
- **Physical placements are scarce assets, and scarcity gains value as AI makes content abundant**: Wise's case for physical media rests on scarcity. They compare a billboard to commercial real estate and ask the same questions of each: is the location irreplaceable, will demand endure, is the income stream durable, and will the asset appreciate? AI can generate unlimited digital content but cannot create another Sunset Boulevard, Times Square or iconic wallscape, they argue, so a finite supply of good physical locations becomes more valuable rather than less. They trace the same logic to retail: when digital acquisition costs rose, online-native brands opened stores because the real world had been mispriced. The advantage in media, they argue, also shows up wherever the crowd is not.
- **A plan with three touchpoints is not a plan**: Wise argues that buyers move across too many environments for one channel to carry the story, and that OOH is the memory anchor that helps someone recognize a brand later in an ad, an email or a demo page. Their mini playbook: map at least twelve touchpoints from awareness to conversion; keep one core message across formats while adapting it for freeway, concourse, feed and inbox; tailor creative by environment; bridge OOH to search lift, geo panels, vanity URLs or CRM capture at activations; and track leading and lagging metrics instead of last click.
- **Plan around specific business moments—and plan early**: Wise keeps a running catalog of moments when OOH creates leverage: account-based marketing around a tight target list, retail launch or expansion, product launch, funding and momentum announcements, and events or cultural moments. They add a less obvious pair—hiring and fundraising—because physical presence signals that a company is winning. The recurring criticism is timing: teams think about OOH after the moment has arrived, when the best inventory is gone and timelines are tight. They argue these moments should be mapped early to unlock better placements and smarter pricing.
- **A billboard reaches people who are not on the media plan**: Wise argues that every brand operates inside an ecosystem of investors, job candidates, partners, customers, and competitors, and that OOH reaches all of them at once, even though none will appear in a CRM as an attributed lead. This answers the question of who a billboard is actually for, alongside the measurement argument: it offers another way to value a channel that resists last-click accounting.
- **Wise argues about marketing practice itself, not just OOH**: Wise writes as a marketer discussing marketing, not just as a channel seller. They describe Onescreen's approach as marketing to marketers about marketing and say the company invests heavily in brand, content, events, partnerships, and community, then hires to grow that work. Wise is publicly skeptical of gating reports behind forms, at least on organic social posts: if a post earns the scroll stop, the click, and the interest, adding a form afterward throws that attention away. What follows—screenshotting, forwarding, or summarizing for a boss—never shows up as a lead anyway. Wise also describes a Tech Week event Onescreen hosted with Brainlabs about rebuilding confidence in brand investment when finance wants cost-per-lead on everything.

## Work to read

- [Everyone thinks the biggest OOH spenders are the most interesting. They’re not.](https://www.linkedin.com/posts/gregwise_everyone-thinks-the-biggest-ooh-spenders-activity-7429211513812398080-2Mr7)
- [If you've never done OOH before, you likely have a lot of questions.](https://www.linkedin.com/posts/gregwise_if-youve-never-done-ooh-before-you-likely-activity-7492992191490031616-5JtR)
- [The buyer's journey isn't linear.](https://www.linkedin.com/posts/gregwise_the-buyers-journey-isnt-linear-even-activity-7505990562236497921-U5mu)
- [You have <$30k to spend on OOH and want meaningful business outcomes.](https://www.linkedin.com/posts/gregwise_you-have-30k-to-spend-on-ooh-and-you-want-activity-7427803022216343553-NloA)
- [Who is your billboard actually for?](https://www.linkedin.com/posts/gregwise_who-is-your-billboard-actually-for-probably-activity-7450912948480425984-AiZ_)
- [We've been fortunate to do a bunch of OOH work for brands like BetMGM, DraftKings, Tipico, the LA Clippers, the ACC, and the Premier Lacrosse League.](https://www.linkedin.com/posts/gregwise_weve-been-fortunate-to-do-a-bunch-of-ooh-activity-7431750218209071104-yfyj)
- [I get this question constantly: "What are the real use cases for OOH?"](https://www.linkedin.com/posts/gregwise_iget-this-question-constantly-what-are-activity-7416912992510017536-r5O1)
- [Did you know this about OOH? OOH drives measurable lift.](https://www.linkedin.com/posts/gregwise_did-you-know-this-about-ooh-ooh-drives-activity-7427400518773211136-70Qe)
- [Some of the most interesting applications for OOH are still happening in DTC.](https://www.linkedin.com/posts/gregwise_some-of-the-most-interesting-applications-activity-7473366435138805760-y2zh)
- [The use cases for incorporating OOH into your GTM strategy are pretty endless.](https://www.linkedin.com/posts/gregwise_the-use-cases-for-incorporating-ooh-into-activity-7419076930236383232-eMvy)

## Brand relationships

- **Onescreen** (employment)
- **Invoca** (client)
- **Hiya** (client)
- **BetMGM** (client)
- **DraftKings** (client)
- **Tipico** (client)
- **LA Clippers** (client)
- **ACC** (client)
- **Premier Lacrosse League** (client)
- **Brainlabs** (disclosed_partnership)
- **Billboard Insider** (mention)
- **Ritual** (mention)

## Partnerships

Greg Wise's partnership activity runs through their work at Onescreen, an out-of-home advertising company. The posts show four recurring ways brands and marketers work with them: building OOH campaigns, appearing on the Beyond the Billboard podcast, joining marketing-leader events and roundtables, and contributing to co-branded guides and articles. The documented operational details are campaign market, unit count and run length, alongside Onescreen's benchmark figures for the cost of a first out-of-home buy and how long it should run. Ask Onescreen for pricing, lead times and exclusivity terms.

## Alternatives

- Linda Johansen-James: Pick Linda Johansen-James for the same webinar when the room is retail property and retail brand teams rather than marketers who buy out-of-home media. Her posts approach physical retail from the destination side: she moderated the panel "Emerging Concepts and Retail Activations" at the Flex Retail Summit in Nashville, cites research that in-centre experiences can lift customer dwell time by about 40%, and describes ideas such as using 20–30 acres of unused mall parking overnight for paid truck parking, flower-field and solar placemaking, and IKEA furnishing mall common areas as a brand partnership. She also argues grocery has become one of retail's biggest adopters of AI—demand forecasting, smart carts, personalised offers, prepared food—and is writing a book on AI in grocery. For platforms selling store-traffic, activation, or in-store experience measurement to retail brands, her retail-property framing meets buyers where they already argue; a billboard planner does not.
- Yohann Georgel: Choose Yohann Georgel when the product being marketed is measurement rather than a physical channel—attribution, CRM, lifecycle, or customer-value software sold to franchise and local marketing teams. His argument is that a good ROAS does not prove a good growth strategy, and that ROAS, CAC, and lifetime value have to be read together, with email, CRM, loyalty, retargeting, and repeat-purchase work deciding whether growth is actually profitable. His second post attacks the split between corporate and local franchise marketing: separate messages, priorities, timelines, and success metrics create friction across the customer journey. The fix is a connected system where both layers support each other instead of competing for budget. For a martech platform whose buyers sit in franchised or multi-location businesses, that corporate-versus-local tension is a sharper webinar spine than an OOH planning walkthrough.
- Marko Stupar: Choose Marko Stupar if the same co-marketing effort shifts from physical media to new digital ad surfaces. His posts read like a seller's briefing on platform changes: ChatGPT ads arriving inside Shopify and HubSpot, a Shopify app that lets US merchants connect catalogue and measurement and run campaigns without leaving the platform, sponsored agent conversations, and the observation that reach is capped to free and lower-tier users, so budgets should be treated as tests. The second post dissects Sephora piloting monthly product drops on TikTok Shop ahead of its own site and stores, and what that does to creator retainers, order values, and exclusivity windows. A martech platform selling to Shopify and direct-to-consumer sellers, or running a webinar on where ad inventory is moving, gets a more current and specific perspective from him than from a billboard practitioner.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/