• by Steve Smith , Staff Writer @popeyesm, March 31, 2023

Zelle’s Josh Fajardo did not start out as a believer in DOOH. But after the pandemic the inventory exploded, putting connected screens in enough new places that Fajardo was ready to invest. In many cases they use quirky copy atop their signature purplish palette to literally plaster the Zelle voice when and where the message made most sense.

When you are trying to break through trendy peer-to-peer household names like Venmo and CashApp, you can either go massive or go smart. Zelle has done a little of both. And interestingly, out of home media is a key to that approach. Both traditional OOH and emerging DOOH allowed the brand to target moments of need, social and event venues where Zelle’s P2P payment could be immediately relevant. As Josh Fajardo, Senior Director, Brand Marketing, Zelle explained at MediaPost’s Brand Insider Summit:Digital-Out-Of-Home in February, he did not start out as a believer in DOOH. But after the pandemic the inventory exploded, putting connected screens in enough new places that Fajardo was ready to invest. In many cases they use quirky copy atop their signature purplish palette to literally plaster the Zelle voice when and where the message made most sense.