IRL Advertising Expertise from OUTFRONT’s President’s Club Honoree Jonathan Katz

March 19, 2026

Here at Brand Central Station, it’s our objective to share the kind of stories, knowledge, and information that can help advertisers elevate their campaigns.

And when it comes to elevating IRL ad campaigns, nobody knows better than our President’s Club.

Every year we recognize our most accomplished account executives with this honor, and every year we ask them to share their expertise with the world.

In the coming months we’ll put a few of these star performers in the spotlight and ask them the secrets of their success. For our first profile, we have the account executive responsible for the most talked-about IRL ad campaign of the past year: Jonathan Katz, a New York-based Commercial Account Executive now in his third year with OUTFRONT. So, without any further ado…

Hi Jonathan! Tell our readers a little about yourself.

I joined OUTFRONT in January 2024 as a Sales Coordinator on the New York Commercial Team, where I built a strong foundation and learned the business from the ground up. Since moving into an Account Executive role, I’ve focused on helping brands translate their goals into strategic, high-impact campaigns. I’m energized by prospecting new partnerships, understanding how brands grow, and finding creative ways IRL media can drive real-world influence and measurable results.

Walk us through the most impactful campaign you worked on last year.

The most impactful campaign I worked on last year was a large-scale brand campaign for Friend, a San Francisco-based AI wearable company. I initially reached out to introduce our San Francisco canvases, but after connecting directly with CEO Avi Schiffmann, the conversation quickly shifted to New York, where he wanted to make a bold entrance.

Our strategy launched the campaign at massive scale within the New York City Subway system. The objective was not incremental awareness; it was cultural impact. The plan combined high-impact formats such as Subway Interiors, Platform Posters, Urban Panels, and a Station Domination to create one of the largest static ad campaigns ever executed in the New York Subway system. By leveraging immersive, high-frequency placements in one of the most influential transit environments in the country, we positioned Friend not as a startup, but as a category-defining brand.


The campaign quickly went viral and generated widespread international press coverage. It dominated social conversation and created immediate legitimacy through scale and repetition. The creative became culturally embedded. The Friend pendant appeared as a Halloween costume, and the campaign was reportedly discussed in marketing classrooms globally. Following that success in New York, we expanded the launch into Los Angeles with a similarly dominant countywide presence. That momentum accelerated brand awareness and shifted perception among tech advertisers, proving IRL media as a primary launch platform for growth rather than a supporting channel.

This campaign demonstrated the power of IRL to launch a brand into culture and drive national attention through immersive scale and strategic execution. It was one of the most exciting and defining projects of my career so far.

What is it about IRL advertising that sets it apart from other mediums?

IRL advertising exists where people live their daily lives. Unlike digital ads that can be skipped or ignored, IRL media is embedded into commutes, neighborhoods, and shared public spaces. That physical presence creates credibility and memorability. You can scroll past an online ad in seconds, but you cannot scroll past a Station Domination during your commute.

What are the most important factors that make an IRL ad campaign successful?

Successful IRL campaigns start with understanding the audience. Strategy should be built around how people move through a city, not just how many impressions a format delivers. Next is alignment with the brand’s objective. For example, a systemwide subway campaign may work best for mass awareness, while commuter rail placements may better reach executive audiences. Relevance matters as much as reach. Finally, execution brings everything together. The right formats, placements, and level of presence turn visibility into memorability.

What is your favorite OUTFRONT asset in your market, and why?

My favorite OUTFRONT asset in New York is the Subway Half Brand Train. It gives an advertiser ownership of one full interior side across 570 cars, delivering exceptional reach and frequency throughout the system. Because commuters spend extended time inside trains, the experience feels immersive rather than interruptive, making it one of the most effective ways to create citywide conversation.

What is the philosophy you apply to your relationships with clients?

I approach every client relationship with an ownership mindset. When I started as an Account Executive, my grandfather, who also worked in IRL advertising sales, taught me to always think from the client’s perspective. I treat every campaign as if it were my own investment, focusing on outcomes rather than just placements. My goal is to build long-term partnerships where clients feel confident, supported, and collaborative throughout the process.

What advice would you give to a brand looking to launch with IRL media?

Make sure to nail your creative. IRL media is unique because it serves as a true canvas for advertisers, giving brands the opportunity to create something bold, memorable, and culturally relevant. There are countless examples of strong creative turning an IRL campaign into a viral moment. When the creative is thoughtfully designed for the scale and environment of the medium, the impact extends far beyond the initial impression.

Finally, what is something interesting about you that’s NOT work-related?

I’ve loved playing tennis since I was young and grew up spending a lot of time on the court. For me, it feels almost meditative. It forces me to get out of my head, stay present, and focus entirely on the moment, which I find both grounding and energizing outside of work.


Thanks, Jonathan, for sharing your IRL advertising knowledge with the world.

Ready to tap into our expertise? We’re always here.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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