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 mediaHow data, audience insights, and human judgment work together to plan smarter OOH campaignsWhy brand lift, foot traffic, affinity, and cultural relevance matter when proving the value of real-world mediaIf 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:

Meet Michelle Salerno

Reacting to Netflix’s out-of-home flex

Building Known’s offline media team

How Skeptic brings science to media planning

Using AI to plan smarter OOH

Proving OOH works differently than digital

Why programmatic OOH builds brand confidence

Measuring the impact of real-world media

Why OOH is more than a vanity play

Media House Metaphor

Meet Michelle Salerno

Beyond the Billboard Netflix

Building Known Offline Team

Skeptic Platform Explained

Proving OOH ROI

Programmatic OOH Entry Point

Measurement Metrics That Matter

OOH Myths And Unskippable

AI Creative And Authenticity

Fixing The Measurement Gap

Brand Affinity And The Funnel

Cultural Moments Done Right

Wrap Up Key Takeaways