In this episode of Real Smart, Spencer Kallick sits down with Bill Tagliaferri, president of BIG Outdoor, to explore how out-of-home signage has evolved from simple billboards into immersive urban experiences. Bill shares his unconventional path into the industry, BIG Outdoor’s growth across iconic markets like Times Square, Sunset Boulevard, and Santa Monica, and the complex real estate, zoning, and community dynamics behind major signage projects. The conversation highlights how thoughtful design, emerging technology, and public-private partnerships can turn signage into a catalyst for economic development and community benefit — not just advertising.