In this powerful segment from the Snarketing Podcast recorded live at the ANA Masters of Marketing, Lucy Markowitz, SVP and GM of U.S. Marketplace at Vistar Media, explains why top brands like Netflix and Coca-Cola are investing directly in out-of-home (OOH) advertising — and in some cases, buying it outright. Lucy breaks down how programmatic OOH has evolved from a niche to a necessity, offering efficiency, precision, and ownership that other channels can’t. It’s not about cheaper media — it’s about smarter buying, better targeting, and total control.
