Don’t Be Clever, Be Clear—The Real Out-of-Home Strategy (with Matthew Sciannella) | Ep. 19

Charlie Riley welcomes Matthew Sciannella, Senior Director of Demand Gen at Refine Labs, for a refreshingly sharp conversation on why out-of-home advertising is making a serious comeback.They explore why now is the time to zag instead of zig, how SaaS brands often miss the mark by being too clever, and what B2B marketers can learn from law firms and jewellers. Matt shares what he sees while driving from Sacramento to San Francisco—billboards that hit, and ones that absolutely don’t.He also breaks down why performance marketing can’t replace brand marketing, what makes a campaign stick, and how creative consistency can quietly outperform cleverness. This one is packed with real talk, real-world examples, and a no-fluff perspective on what actually works today.👤 Guest BioMatthew Sciannella is the Senior Director of Demand Generation at Refine Labs, where he helps B2B SaaS brands elevate their paid media strategy beyond just digital. With a strong focus on demand, content, and product, Matt brings a fresh lens to traditional marketing channels like out-of-home, CTV, and podcasts—especially when the rest of the market zigs.📌 What We CoverWhy out-of-home is “the ultimate zag” when everyone else is ziggingThe “single image ad” advantage that billboards still ownHow brand consistency between creative, website, and placements builds trustA candid critique of SaaS billboards vs. standout law firm adsThe problem with AI messaging that sounds like everyone elseLessons from Incident.io’s OOH campaign and how it sparked brand liftWhy performance marketing is transactional—and brand is durableThe difference between clever and clear messaging in outdoor creativeWhy measuring out-of-home is like brand: a long-term playHow agencies can advise clients beyond the Google + LinkedIn duopoly🔗 Resources MentionedIncident.io“I Hate Steven Singer” billboardsDrake the LawyerMonday.comHeyGenn8nClayRoLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.