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 Bio

Matthew 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 Cover

• Why out-of-home is “the ultimate zag” when everyone else is zigging
• The “single image ad” advantage that billboards still own
• How brand consistency between creative, website, and placements builds trust
• A candid critique of SaaS billboards vs. standout law firm ads
• The problem with AI messaging that sounds like everyone else
• Lessons from Incident.io’s OOH campaign and how it sparked brand lift
• Why performance marketing is transactional—and brand is durable
• The difference between clever and clear messaging in outdoor creative
• Why measuring out-of-home is like brand: a long-term play
• How agencies can advise clients beyond the Google + LinkedIn duopoly

🔗 Resources Mentioned

• Incident.io
• “I Hate Steven Singer” billboards
• Drake the Lawyer
• Monday.com
• HeyGen
• n8n
• Clay
• Ro

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