Brand is not simply a logo.

It’s the irrational reason people choose you over your competition. That’s the mindset Preston Rutherford brings to Beyond the Billboard in this informative conversation with hosts Greg Wise, Co-founder of OneScreen.ai, and Charlie Riley, OneScreen’s Head of Marketing.

Preston—widely followed on LinkedIn for his brand-building insights—breaks down how Chubbies disrupted men’s apparel and why the obsession with performance marketing has led many brands astray.

This episode is a CFO-friendly argument for why brand marketing is a smart investment. Preston shares how branded search, contribution margin, and organic revenue serve as real business metrics—not soft ideas. He challenges marketers to master their P&L, think in terms of incremental revenue, and measure what really drives long-term, resilient growth, not just immediate revenue.

If you’ve ever struggled to explain brand marketing value to a CEO or CFO, this episode is the blueprint.

This episode is brought to you by OneScreen.ai

Preston Rutherford is a co-founder of the breakout brand Chubbies, a company built around the idea of weekend apparel that flipped the script on men’s fashion. From startup roots to a nine-figure exit, his journey blends brand-first intuition with performance-era insights. Today, he creates educational content for marketers on LinkedIn and is building Marathon—a measurement tool designed to quantify the real value of brand.

LinkedIn: https://www.linkedin.com/in/prestonr/

• Why “brand marketing” is actually the irrational reason people make buying decisions
• How Chubbies built a cult favorite by challenging the serious, cargo-shorts norm
• Why marketers must understand every line of their company’s P&L
• How branded organic search and direct traffic signal a strong brand
• Why contribution margin—not ROAS—is the CFO-approved way to measure success
• How digital ads have turned into "wacky, wavy inflatable tube men" and what to do about it
• The myth of a short-term drop when investing in brand—and what’s really happening
• How investing in brand reduces discounting and increases resilience in a crowded market

• Preston Rutherford’s LinkedIn
• Marathon

Did you enjoy today’s episode? Make sure to hit the subscribe button so you never miss an update! If you found this conversation insightful, share it with a fellow marketer who should think more about out-of-home advertising. For more insights and tips, connect with us on LinkedIn!

In this episode of Beyond the Billboard, Charlie Riley from OneScreen.ai dives deep into brand marketing and the often-overlooked potential of out-of-home (OOH) advertising. Joined by Mandy Thompson, CEO of Digital Reach and the Nonprofit TechShop, they dissect marketers' common misconceptions about brand marketing, discuss the crucial role of awareness in the customer journey, and share real-world use cases that exemplify OOH's effectiveness.

Main Topics Discussed:

1. The value of brand marketing
2. Common misperceptions about out-of-home advertising
3. Effective strategies for using OOH to target hard-to-reach audiences
4. The integration of creativity and data in crafting successful marketing campaigns

Chapters

• 00:01:13 - Discussion on the misconceptions surrounding brand marketing
• 00:03:22 - Insights on targeting with out-of-home advertising
• 00:07:35 - Exploring creative execution in OOH campaigns
• 00:12:23 - Advice for incorporating OOH into marketing strategies
• 00:15:06 - Conclusion and where to find more information

Relevant Resources:

• Digital Reach: digitalreachos.com
• Nonprofit TechShop: nonprofittechshop.com
• OneScreen: onescreen.ai

Call to Action:

Did you enjoy today’s episode? Make sure to hit the subscribe button so you never miss an update! If you found this conversation insightful, share it with a fellow marketer who should be thinking bigger about out-of-home advertising. For more insights and tips, connect with us on LinkedIn!

In this episode of Beyond the Billboard, hosts Greg Wise and Charlie Riley from OneScreen.ai explore creativity's pivotal role in crafting successful out-of-home (OOH) advertising campaigns. They discuss how the planning process intertwines with creative strategies, share insights on optimizing messaging for different formats, and explore innovative tools for transforming the creative process. Listeners will benefit from practical tips and real-world examples that challenge the notion of traditional advertising approaches.

Key Insights:

• The creative aspect of OOH advertising is as critical as the planning phase — it's not just about placement but also the message.
• Just as diet may account for most health outcomes, creativity can account for up to 75% of a campaign's success in OOH spaces.
• Simplicity is key: Ads must be uncluttered and direct, ensuring drivers can absorb the message quickly—ideally in four words or less.
• Different formats require tailored approaches; what works on a billboard may not translate to a bus shelter and vice versa.
• Digital OOH offers unique opportunities, such as dynamic content based on real-time conditions and conversion tracking through simplified URLs.

Notable Quotes:

• “Half the battle is making sure that creative is on point.” — Charlie Riley
• “When you're looking at a major thoroughfare, you want to make the logo bigger on your billboard because you've got fractions of seconds to make an impression.” — Greg Wise
• “Look at each individual location almost as a standalone canvas.” — Charlie Riley

Timestamps:

• 00:00 - Introduction to Beyond the Billboard
• 00:28 - Discussion on the importance of planning in OOH advertising
• 01:09 - The role of creative in campaign success
• 02:38 - Differences in messaging based on ad format
• 06:12 - Exploring digital OOH dynamics
• 09:24 - The significance of concise messaging and avoiding clutter
• 11:04 - Incorporating a client's creative ideas into the planning process
• 14:16 - Exploring experiential advertising concepts
• 17:27 - Maximizing effectiveness with AI tools for creative optimization
• 18:10 - Closing thoughts on best practices for OOH campaigns

Relevant Resources:

• OneScreen.ai - Get a free media plan template to kick-start your OOH advertising program.
• Connect with us on LinkedIn for the latest insights and updates on out-of-home advertising.

Enjoyed this episode? Don’t forget to hit subscribe so you never miss an episode of Beyond the Billboard. If you found this useful, share it with a fellow marketer who wants to think bigger about out-of-home advertising!

In this episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise break down the evolving landscape of out-of-home (OOH) advertising. They go beyond traditional billboards to discuss diverse formats, creative applications, and strategic uses of OOH media in modern marketing campaigns.

(01:10) The definition and scope of OOH advertising

(02:54) Why multi-format OOH campaigns perform better

(04:01) How to choose the right OOH format for a campaign

(05:24) The role of different OOH formats in the marketing funnel

(07:05) Using data-driven insights to identify the best OOH inventory

(09:07) Unlocking the value of secondary markets in OOH

(12:52) Why inventory quality matters in OOH success

(14:35) Unique OOH placements: airports, stadiums, transit ads

(15:47) "Ads that move" – the power of mobile and transit OOH

(18:25) Mobile OOH as a tool for targeted ABM campaigns

This episode is packed with real-world examples and insights on how brands can leverage non-traditional OOH formats to maximize reach, engagement, and campaign effectiveness.

In this episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise discuss the power of internal marketing—why it's essential for marketers to master the art of selling ideas inside their organizations before launching them externally.

(01:02) Why internal marketing is crucial in out-of-home (OOH) advertising

(01:47) The best marketers are also great salespeople

(03:10) How to build internal advocates and win buy-in

(07:08) Questions to ask before joining a new marketing team

(11:41) Creating internal champions to amplify marketing efforts

(12:12) The value of transparency in sharing wins & losses

(15:44) Why conviction and internal personas matter

This episode is a must-listen for marketers looking to strengthen internal alignment, gain stakeholder support, and ensure their marketing efforts get the traction they deserve.

OOH marketing is one of the most misunderstood channels in advertising. Some think it’s just old-school brand awareness, others aren’t sure how to measure it, and many don’t realize how targeted, data-driven, and performance-focused it can be.

Hosted by Greg Wise and Charlie Riley, Beyond the Billboard is the podcast that explores how brands are using OOH in innovative ways to drive real business impact.

Each episode covers campaign breakdowns, expert insights, and creative strategies that go beyond traditional billboards.

Subscribe now and learn how to integrate OOH into a modern marketing strategy.