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You know those screens at a bar or gym that catch your eye and actually make you pay attention in a noisy environment? Chances are you’ve seen Atmosphere TV. So, I spoke with the company’s Chief Revenue Officer, Ryan Spicer, to find out how they’re managing to capture and confirm attention, and why it’s one of the most interesting ad-supported media plays happening right now.
Ryan came up through Viacom and Turner, but his real origin story starts on a soccer pitch. (Yes, I asked him about going from the pitch to the TV pitch — and yes, he’s stealing that line.) But apropos to our conversation he walked away from established media for a startup bet on a simple but brilliant insight: nobody ever walked into a bar and asked them to put on a muted episode of Law & Order. Atmosphere was built to fix that.
We get into the full value proposition of “TV for your eyes, not for your ears” that’s made in three-minute, visually arresting loops across 30 channels.
He scored a win in my first “Pitch Me. Pinch Me.” segment, doing a great job explaining how they’re capturing 10 million viewers a night in their built for OFF-the-couch moments.
His “pitch” was backed up by Media Science that did an eye-tracking study to deliver proof points. I was intrigued enough by that to put them in an article I wrote recently for MediaVillage.
You’ll learn how their targeting capability can geo-fence an ad to within seven miles of a retail location, and why their timing. Hint: Ryan explains this era as The Great Reconnection, with people actively seeking out more in-person experiences after years of heads-down, hyper-personalized digital isolation.
Ryan also gives brands some real, practical advice on creative — what works, what works better, and why the bucket debate (is this CTV? is this OOH?) is the wrong conversation entirely.
It’s an upbeat 30-minutes that even explains Ryan’s appreciation for Turkish food. But another reason to listen? You might get the Insider’s scoop on their next strategic move. (Okay, it has to do with why Atmosphere is a natural fit within retail media networks since they’re reaching consumers who are already out and already deciding, not just browsing from the couch.)
Key Moments:
00:00 – From the pitch to the TV pitch
00:27 – What is Atmosphere TV? CTV IRL explained
02:38 – 60,000 bars, restaurants, and gyms can’t be wrong
03:06 – Ryan’s origin story: from pro soccer to chasing a feeling
09:02 – Debut of the “Pitch Me. Pinch Me.” segment
10:06 – The founding insight: nobody asked a bar to show a muted Law & Order
12:00 – Geo-targeting within 7 miles of a retail location
12:57 – The Great Reconnection: why people are seeking out in-person experiences
15:00 – Channels built for off-the-couch environments
15:45 – Proof of concept: why distracted bar crowds are actually watching and MediaScience results
17:43 – Creative advice: what works and what works better
21:10 – Measurement: foot traffic, receipt data, ROAS and case studies
24:25 – The bucket debate: stop asking if it’s CTV or OOH
25:30 –Atmosphere’s next strategic move
29:29 – Best coaching advice for work or team work
Connect with Ryan Spicer and Atmosphere TV
LinkedIn: https://www.linkedin.com/in/ryan-spicer-8189b43/
Instagram: https://www.instagram.com/atmospheretv/
Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts
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