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Why Every Piece of Real Estate Has Media Value: Joe Kunigonis on the “Where We Buy” Podcast
When you think about screens in your life, you likely think of ones you control—your phone, your laptop, your Netflix queue. But what about the ones you don’t?
That’s where Digital Out-of-Home (DOOH) comes in—and Smartify Media CEO Joe Kunigonis joined James Cook and Retail and Technology Consultant Jesse Michael live at ICSC New York to talk all about it on the “Where We Buy” podcast.
What is DOOH?
Joe describes DOOH as "the digitization of the public space." It includes digital screens at retail centers, lifestyle hubs, transit stations, EV chargers—even the lobbies of residential buildings. Unlike traditional billboards, these displays are smart, dynamic, and connected to programmatic ad platforms.
Turning Foot Traffic into Revenue
Property owners are sitting on a goldmine of foot traffic. Smartify helps unlock this value through:
- Programmatic media buying
- Hyperlocal and national advertiser access
- No upfront CapEx investment for property owners
- Dynamic content and QR-code engagement
- Analytics and attribution tools
As Joe puts it:
“We monetize, we manage, and we monitor the network. You need all three to make it successful.”
Smartify even developed a proprietary Real Estate Media Value Score (MVS)—a data model that estimates a property’s digital media revenue potential before the first screen goes live.
The Results Speak for Themselves
One recent case study showed a 30%+ lift in sales after integrating Smartify digital signage at point-of-entry. Even a 10% increase is significant—proof that DOOH can drive real ROI.
And this is just the beginning. Joe estimates that we’re only 2–4% built out as an industry. But make no mistake: the future of retail, property tech, and advertising is connected—and it’s already arriving.
“Eventually, every piece of glass could be a display. But if you can’t explain why a sign is there, it shouldn’t be. It must enhance the experience.”
