Rediscovering the Value of Where We Are

In a world where just about everything lives on a smartphone screen, it’s easy to think location doesn’t matter anymore. We scroll through headlines, stream entertainment, shop, and connect with friends from anywhere. But despite how powerful our mobile devices have become, I’ve always believed there’s still something special—and highly valuable—about where people physically are at any given moment. That belief is at the heart of how I built ClearTV, and it continues to shape the way I think about the future of media.

You can reach a billion devices online, but there’s something uniquely powerful about reaching people when they’re present, especially in places where they’re paying attention. Whether that’s an airport terminal, a hospital waiting room, or even the gym, those physical spaces offer something digital platforms can’t replicate: context.

Why Location Still Matters

For all the targeting and tracking digital ads promise, they often fail to consider how environment shapes mood, behavior, and mindset. In other words, it’s not just about who you’re speaking to—it’s where you’re reaching them that often makes the message stick.

At ClearTV, we’ve leaned into this idea. We provide content in real-time to people who are, by nature of their environment, more likely to engage. Think about a traveler sitting at an airport gate with 40 minutes to kill. Their attention is more available than someone thumbing through five apps on their phone during a lunch break. They’re looking for useful, relevant content—news, weather, entertainment, maybe even inspiration. When we reach people in those moments, our message doesn’t just get seen. It gets remembered.

That’s why location-based media—when done right—still outperforms in ways mobile can’t. It’s not competing with dozens of distractions. It’s not hoping for a click. It’s delivering value right there, in real life.

Meeting People Where They Are—Literally

One thing I’ve always appreciated about place-based media is that it doesn’t require people to opt in. They don’t have to download anything or click a link. We’re meeting them where they already are—places they chose to be. And if we’re doing our job right, we’re enhancing their experience, not interrupting it.

This kind of media has a unique power to shape behavior and influence decision-making in the moment. If someone sees a helpful message while sitting in a hospital waiting area—about a wellness app, for instance, or a message encouraging kindness or mental health awareness—it’s more than advertising. It’s useful. And because it’s relevant to the setting, it’s more likely to resonate.

The same goes for travel hubs. Airports are filled with people from all walks of life, often in transitional moments—starting a trip, heading home, facing delays. That environment lends itself to a very specific kind of engagement. We use that to share uplifting stories, timely updates, even public service content. And it works. Because it fits the moment.

Not Everything Needs to Be Mobile

I know that might sound strange in a digital-first world, but not everything needs to live on your phone. We’ve become obsessed with shrinking everything down into palm-sized convenience. But we forget that attention is now our most valuable currency—and it’s harder than ever to earn it on mobile.

That’s why location-based screens, when used smartly, offer a rare kind of focus. There’s less clutter. Less noise. More opportunity to connect with someone on a human level. And the data backs it up. Engagement with place-based media often outperforms mobile click-through rates, especially when the content is timely and tailored to its setting.

I’m not saying mobile is going anywhere. Of course it’s here to stay. But I am saying that smart brands and storytellers need to diversify where and how they connect. If you’re only thinking in terms of screens people carry, you’re missing the screens they see—the ones that shape experiences in real time.

The Future of Media Is Hybrid

To me, the future of media isn’t about choosing between mobile and location-based strategies. It’s about blending them in smart, thoughtful ways. Use the phone for what it does best—personal connection, convenience, quick engagement. Use location-based media for what it does better—immersive moments, trusted environments, shared experiences.

This hybrid approach can be incredibly powerful. Imagine walking through an airport, seeing a video feature on a new nonprofit working with the homeless. You’re moved. Then a QR code invites you to learn more or donate on your phone. That’s real integration. That’s the kind of media I want to keep building.

I’ve always said that screens are only as valuable as the content they carry. But I’d add this too: where those screens live matters just as much. When we understand the context, we can deliver better messages—ones that meet people where they are in every sense of the word.

Staying Rooted While Moving Forward

I’ve spent most of my life as an entrepreneur—constantly thinking about what’s next, how to improve, and where the gaps are. And yet, in all the innovation and forward-thinking, I’ve learned to stay rooted in one truth: location still matters.

We don’t live our lives entirely online. We stand in line. We wait for flights. We sit in lobbies. We look up. Those moments are filled with opportunity—not just to advertise, but to add value, to inform, to connect.

That’s why I’m still so committed to what we’re doing at ClearTV. We’re not chasing screens. We’re building experiences. We’re showing that media still has the power to meet people in the real world—and when it does, it can have a real impact.