In today's era of all things digital, the billboard might seem like the dinosaur of the advertising industry.

Billboards - and the entire ecosystem of "out of home media" - are actually booming even in today's hyper-digital advertising landscape. 

In this episode, Ben Billups, who runs one of the nation's biggest out of home media agencies, talks about how he's reinventing out of home media - and the science behind what's driving the industry's explosive growth.