Why IRL Media Is The Future Of Brand Building with Stacy Minero

Out-of-home marketing is no longer just about billboards. As digital channels become more crowded and AI makes content easier to create, brands are looking for new ways to build trust, create memorable experiences, and connect with audiences in the real world. Greg Wise sits down with Stacy Minero, Chief Marketing and Experience Officer at OUTFRONT Media, to discuss the evolution of out-of-home into a broader IRL media opportunity. Stacy shares how her experience across agencies, Twitter, and Epic Games shaped her perspective on the power of physical experiences and why brands need to rethink how they build connections with consumers. Together, they explore why IRL media is becoming a critical part of the modern marketing mix, how brands can use creativity and technology to create standout experiences, and why real-world connections may become even more valuable in an increasingly digital and AI-driven landscape. **Key Takeaways:** - **Why IRL media is becoming a critical brand-building channel** as consumers seek more authentic, trusted, and memorable experiences beyond digital feeds - **How brands can use out-of-home as a creative canvas** to create campaigns that spark conversation, social sharing, and deeper audience connection - **Why marketers need to rethink measurement and media strategy** by viewing IRL as a force multiplier that strengthens the impact of the broader marketing mix If you’re looking to build stronger brand connections, break through crowded digital channels, or understand how physical experiences can shape the future of marketing, this episode offers a fresh perspective on why the real world still matters. **Highlights:** (00:00) Meet Stacy Minero (01:38) Reacting to the trend of breaking the board (03:31) Stacy's path from agency to Twitter to Epic Games (05:02) The moment IRL became the future (08:17) Redefining out-of-home as IRL media (10:38) What's new inside OUTFRONT Media (16:41) Closing the confidence gap with data (20:14) Creative freedom and testing big ideas (26:46) Why Gen Z is craving real-world experiences (33:38) The future of out-of-home, five years out **Resources:** Stacy Minero on LinkedIn: https://www.linkedin.com/in/stacy-minero-79287b4/ Check out OUTFRONT Media: https://www.outfront.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/ Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/ Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai *Created in partnership with Share Your Genius:* https://shareyourgenius.com/