In the latest Beyond the numbers episode, Madhive’s Spencer Potts sits down with Sean McCaffrey, President & CEO of GSTV, to talk about the evolution of out-of-home media, the role of AI, and why scale and local relevance aren’t mutually exclusive.
“I like to say I’m an accidental tourist in advertising,” says McCaffrey, who now leads a national video network reaching 115 million viewers across 30,000+ locations. Despite its reach, GSTV remains deeply local—delivering contextually relevant, full-sight-and-sound experiences in communities across the country.
McCaffrey sees the future of DOOH powered by data, contextual targeting, and smart automation. “Just because we can personalize 50,000 versions doesn’t mean we should,” he says. “We’re focused on relevance that improves the experience.”
For GSTV, AI isn’t about replacing people—it’s about amplifying them. Think creative versioning, local customization, and smarter scale. Showing Bears scores in Chicago? That’s effective personalization.
With U.S. digital OOH spend poised to catch up to the UK, McCaffrey sees DOOH becoming an essential part of omnichannel strategy—especially when platforms like Maverick help brands plan more holistically.
“Scale still matters. Whether it’s tech, data, or distribution—revenue cures all ills.”
📺 Watch the full episode of Beyond the numbers with Sean McCaffrey below:
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