A few weeks ago, our founder, Gino Sesto, was featured on an episode of Audacious with Chion Wolf, a podcast that explores the unexpected and unusual experiences of everyday people. Gino joined the episode titled “The Big Picture: What Billboards Do To Us” to discuss the fascinating history of billboards—and their lasting impact on culture and advertising.
Even if Gino weren’t involved, we’d still be talking about this episode. It hits all the things we love: deep dives into billboard culture, smart storytelling, and insights that make you rethink the everyday. The show covered everything from ancient billboard origins to a marriage proposal via billboard, plus the latest tech that allows passersby to hear personalized audio messages. Cool stuff, right?
Listening felt like sitting in on a college course—if your professor were genuinely engaging and the topic was outdoor media. It even inspired us to dig into other podcasts about out-of-home advertising for a fresh best-of list.
We found six standout podcast episodes that blend entertainment and education, perfect for your next treadmill session or morning commute. Check them out—because great advertising deserves great conversation.
Let me know if you want that best-of list turned into a blog post or infographic!
1. “How Outdoor Advertising Shapes Cities” (99% Invisible)
Podcast link
This episode from the beloved design and architecture podcast 99% Invisible dives into how outdoor advertising impacts the urban landscape—both aesthetically and politically. It explores the visual footprint of billboards, zoning battles, and how ad placements can influence the perception of neighborhoods.
Perfect for listeners who want the bigger picture on how OOH advertising fits into city planning, history, and culture.
Interesting quote:
“Billboards tell a story of who owns a city’s skyline—and who gets to speak to it.”
2. “Michael Lee From Oatly” (Behind the Billboard)
If you’re a fan of bold creative thinking, this one’s for you. The hosts of *Behind the Billboard*, Dan Dawson (Grand Visual) and Hugh Todd, dive into the strategies and stories behind standout campaigns. Their April 1 episode features Michael Lee from Oatly, the oat milk brand known for offbeat, disruptive marketing—including that infamous Super Bowl commercial.
The episode explores how Oatly’s creative-first approach fuels its success, especially in the billboard space. Honestly, you could pick any episode in the series and learn something valuable about out-of-home advertising.
Interesting quote:
“One of the first things [Oatly] did was fire the marketing department and then put creatives at the center of the company, having creatives involved in a lot of the decision-making.”
3. “Outdoor Advertising Signs with Richard Rothfelder” (Eminent Domain Podcast)
You’ve probably heard of eminent domain—the government’s power to seize private property for public use. But did you know that applies to billboards, too? In this episode, attorney Richard Rothfelder dives into how eminent domain laws intersect with the outdoor advertising industry, including landmark cases and evolving policies that affect billboard owners and advertisers.
If you’re curious about the legal side of outdoor media, this one offers a surprisingly engaging look at an often overlooked issue.
Interesting quote:
“Prior to 2015, the Texas Department of Transportation treated billboards as personal property… Now, the billboard industry, on the other hand, argued it made no difference whether you called the billboard personal property or realty or green cheese or anything else.”
4. “How Technology Is Changing Out-of-Home” (Out of Home Insider)
Hosted by Tim Rowe, the Out of Home Insider podcast dives deep into the future of outdoor advertising. In this episode, Tim explores how technology—especially data, automation, and programmatic buying—is reshaping the OOH space. It’s a great listen for marketers looking to keep pace with industry innovation and understand how digital tools are giving new life to a traditional medium.
From real-time creative optimization to smarter location targeting, the episode highlights how tech is helping brands make stronger, faster, and more measurable connections through outdoor campaigns.
Interesting quote:
“OOH is no longer just about big signs—it’s about big data, real-time results, and blending the physical and digital worlds.”
5. “OOH Advertising in the Digital Age” (The Business of Marketing)
Podcast link
This episode from The Business of Marketing podcast, hosted by Adweek, brings together agency execs and media buyers to talk about how Out-of-Home is adapting to modern consumer behavior. From QR code integrations to geotargeted ads and social amplification, they break down how digital thinking is being layered onto physical placements.
If you’re trying to better understand how to bridge OOH with digital strategy—and make campaigns that feel connected across platforms—this one’s a must-listen.
Interesting quote:
“OOH now plays a much bigger role in the marketing funnel than just awareness. It’s a launchpad for mobile engagement, retargeting, and even direct conversions.”
6. “The Science of Attention in Outdoor Ads” (OAAA’s OOH Today Podcast)
If you’ve ever wondered what actually makes someone *look* at a billboard, this episode digs into the neuroscience and psychology of attention. Hosted by the Out of Home Advertising Association of America (OAAA), this discussion explores how the brain responds to bold visuals, movement, contrast, and unexpected placements in public spaces.
It’s especially useful for creatives and planners who want to understand how design choices directly impact engagement and recall.
**Interesting quote:**
“We’re not just competing for attention against other ads—we’re competing with everything else in the environment. That’s why simplicity and contrast are king in outdoor.”
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