Attribution is broken. Email gets too much credit. And fake out-of-home ads? They're everywhere.

On this episode of Beyond the Billboard, host Charlie Riley and co-host Greg Wise sit down with Jay Schwedelson for an unfiltered look at what's working (and what's not) across marketing channels today. Jay, known for his email marketing expertise and outspoken industry takes, doesn't hold back.

They explore how internal infighting over marketing attribution has led to budget brawls, why email only closes the deal because brand already did the work, and how brands are misusing performance metrics. From holdout testing to skydiving stunts at virtual events, Jay makes the case that trust—not tracking—is the real metric to watch.

Plus, they get into how out-of-home has evolved beyond Times Square, and why modern marketers need to stop playing safe and start thinking creatively—even when budgets get tight.

👤 Guest Bio

Jay Schwedelson is the founder of SubjectLine.com and leads Outcome Media, a 100-person demand gen agency in South Florida. He also runs GURU Media Hub, which produces large-scale virtual events and podcasts in the marketing space. Known for causing “some trouble” in the email world, Jay's insights and bold takes make him one of the most visible voices in the industry.

📌 What We Cover

• Why Jay says attribution is “total garbage” and how internal budget politics drive flawed thinking
• How holdout groups can expose false performance signals in email marketing
• The performance marketing trap: chasing dashboards instead of building trust
• Out-of-home as a powerful tool for account-based marketing and B2B sales
• Jay's reaction to Times Square bias and what out-of-home really looks like today
• Using audience data to map campaigns around office HQs and event venues
• The rise of fake out-of-home ads and why IRL still wins
• Creative formats—from street teams to mobile trucks to skydiving at virtual events
• Why uncertainty is killing marketing experimentation—and what smart brands should do instead
• The hidden opportunity as loyalty drops and switching behavior spikes

🔗 Resources Mentioned

• SubjectLine.com
• GuruConference.com
• Nudge by Richard Thaler
• SampleABox.com

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