Is This Your Media Buying Blind Spot? President’s Club Honoree Hannah Becker on IRL Brand Experiences

April 23, 2026

OUTFRONT’s President’s Club celebrates our most successful salespeople, and here at Brand Central Station, we’re proud to be able to showcase our superstars in our President’s Club Showcase Series. After all, they hit the heights they do because they know how to deliver success for our advertisers!

Next up in the spotlight is Hannah Becker, an OUTFRONT Account Executive coming up on five years with the company.

Hello Hannah! Tell our readers a little about yourself.

I am born and raised in Fresno, California. I attended Fresno Pacific University where I obtained both my Bachelor’s in Business Administration and Master’s in Business Leadership. I also had the privilege in working for the University as their Events Coordinator and grew to become their Events Manager before departing to OUTFRONT. I helped handle the university’s internal and external events such as commencement, orientations, and community events. I also worked at Red Bull North America as a Wings Marketeer – yes, I drove the Mini Cooper with the Red Bull can on it! In my spare time, I enjoy yoga, spa days, and traveling to the beach and wine country with my boyfriend and our two dogs.

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

IRL stands apart from other advertising efforts because it engages real human experiences by inviting the audience to interact in real-time with the brands. It also creates a unique experience for each audience member as they take part in the medium. After a few years of no contact and social distancing, IRL media helps rebuild and engage consumers by building trust and connection with our client’s brands.

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 is your favorite OUTFRONT asset in Fresno, and why?

My favorite OUTFRONT asset in our Fresno market is our Art Director, Billy Montoya. I’m grateful to work with a designer whose creativity and clarity of vision consistently brings out the best for my clients. He sees possibilities others might miss and turns them into powerful visual concepts that help our clients shine. His support, collaboration, and artistic leadership really is the “icing on the cake” for our clients’ campaigns.

What’s a blind spot that experienced marketers/media buyers have with regard to IRL media?

I feel a common blind spot with marketers/media buyers is not leveraging IRL media to its fullest potential as an experience. There are so many new innovative and exciting tools at our disposal to create these unique and tangible IRL experiences for consumers to take part in.

What excites me the most about our experiential capabilities are the custom brand activations and pop-ups our advertisers put forth being paired with our media. For example, I love when our advertisers take our medium to their social media and do a scavenger hunt to find their billboards or encourage their audiences to interact with their brands while doing giveaways with the best submissions in order to showcase their products on our media.

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

I believe the strongest client relationships are built on trust, transparency, and consistency. I take the time to truly understand my clients—both their business needs and what success looks like to them—so I can be a reliable partner and consultant, not just a point of contact. My goal is always to build and foster relationships that last.

What’s one brand doing IRL media right that other advertisers should emulate, and why?

Red Bull is a brand who really gets what IRL media and marketing is. When I was on the street team, our job was to go out to consumers’ jobs, schools, gyms, and locations where people may need a caffeine “pick-me-up” and gift them with our product. Not only was it a surprise to the consumers, but it was a memorable experience for them so that next time they felt the need for an energy burst, they’d think of their IRL moment with us and purchase the product.

Red Bull also uses high-impact canvases in attention-capturing environments to showcase its brand. Across our transit systems, billboards and urban centers, Red Bull leverages IRL media to command attention, create cultural moments, and keep itself top of mind to all of those on the go.

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

To trust the creativity process and out-of-the-box ideas. What becomes an impactful campaign is by doing something different or inspiring to consumers. Having humor or emotion involved in their design that prompts an IRL experience is what will help the audience remember their brand and services.

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

A goal of mine in the future is to open a doggy daycare in my community and provide a safe haven for dogs who need rehabilitation from injuries or disabilities. I have the privilege in owning and loving a tripod pittie and a little pittie mix with lung issues - both were rescued from the shelter. They are my whole world and I cannot wait for the opportunity to expand services in my community for these fur babies in need.


Thank you Hannah! Your insights will help our readers better connect with their audiences.

We’ve got a whole slew of superstars waiting to connect you with yours. Contact us today to get started.

Author: Jay Fenster, Senior Manager, Content Marketing @ OUTFRONT

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