The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI

Revenue Boost: A Marketing Podcast

“Visibility in the age of AI isn't just about ranking anymore—it's about being understood, trusted, and retrievable by the machines your buyers now rely on. These engines extract only the most relevant chunks of content to answer the query. And if your message isn't structured clearly or consistent across channels, you risk being invisible.” That's a quote from David Kirkdorffer and a sneak peek at today's episode.

Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe to stay ahead of your competition.

In The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI, I sit down with David Kirkdorffer. He's a B2B marketing strategist and generative SEO expert. We break down how your content, website, and messaging must evolve to be visible in LLM-powered search. We explore what's changed, what still works, and what's next—so your brand stays front and center no matter which AI engine your buyer turns to.

Be sure to stay to the end, where David shares why team alignment across content, SEO, PR, and partnerships is your best defense—and greatest opportunity—in an AI-first future. Let's go.

Kerry Curran, RBMA (00:01.422)
So, welcome, David. Please introduce yourself and share your background and expertise.

David Kirkdorffer (00:07.466)
Hi, Kerry, and thank you so much for bringing me on the show. My background: I’m a B2B marketer—I've been doing B2B marketing for, let's say, 30-plus years. I have focused most of my career on generating leads for sales teams, and that is still my focus, though the way it's done nowadays has certainly changed. I've worked mostly in technology companies selling technology to technology departments—so IT tech for IT tech consumers. Over the years, that's gone from enterprise accounts, as technologies became more democratized, down to mid-sized businesses and small businesses. That's briefly about me.

Kerry Curran, RBMA (00:41.112)
Excellent—great. I'm excited to dive into your area of expertise. When we first met and explored Atmosphere TV and your capabilities, I got really excited about the unique aspect of connecting consumers with brands and helping brands with their narrative and storytelling. So, talk about out-of-home. What trends are you seeing and hearing today? Tell us more about that.

David Kirkdorffer (01:18.670)
Sure. The out-of-home market—specifically the digital out-of-home market—is certainly thriving. Succinctly, the extraordinary reach, context, and impact of digital out-of-home are literally reshaping consumer engagement. Brands and agencies that truly want to move the needle are tapping into screens and spaces that were previously overlooked, undervalued, or underutilized.

Three key elements are consistent in the conversation—what people look for in their investment: efficacy, deliverability, and accountability. Out-of-home provides all three.

Kerry Curran, RBMA (01:59.448)
Definitely. To your point, the advent and growth of digital out-of-home really revitalized what we once knew as traditional billboards or bus stops. It's cool to see the evolution in advanced targeting.

David Kirkdorffer (02:26.644)
It’s sophisticated now. This is not your father's billboard, as they say. The optimal blend of mass reach and local precision—plus brand-safe channels—makes it a distinguished place to market.

Kerry Curran, RBMA (02:45.142)
How are you seeing that increased interest in out-of-home as part of the media mix?

David Kirkdorffer (02:51.706)
Marketers recognize a real opportunity to align messaging not only with what people are doing, but also with why they're doing it. At a neighborhood level we can connect with what people are experiencing in real time—where they live, work, and play. Digital out-of-home is inherently location-based and enhanced significantly by contextual targeting. That's where companies like Atmosphere come into play.

Kerry Curran, RBMA (03:13.720)
There are also a lot of stats to prove that point about engagement and growth. I know you had some eMarketer stats. Would you share a bit?

David Kirkdorffer (03:40.846)
Sure. I rarely use sports analogies, but when I was asked why I went to Atmosphere two years ago, I said in hockey you “skate to where the puck is headed.” In 2024, U.S. out-of-home revenue was just over $9 billion, a 4.5 percent increase over 2023. What’s particularly noteworthy: digital out-of-home represents roughly 34 percent of that—about $3 billion—and grew at about the same rate. That shows where investments and returns are heading.

Kerry Curran, RBMA (04:30.104)
Exactly. And digital lets you create dynamic, highly visual ads that incorporate location or audience targeting. It's a perfect blend of niche targeting and creative impact.

David Kirkdorffer (04:56.696)
Absolutely. One person said out-of-home is “where attention lives.” Marketers can deliver the right message at the right moment. That contextual opportunity doesn’t really exist on other platforms.

Kerry Curran, RBMA (05:11.700)
Right—you can’t skip an ad when you’re in a business or driving past a screen. So you get captive engagement as well.

David Kirkdorffer (05:25.230)
Exactly—and it’s never been more measurable, creative, or smarter. Its relevance and flexibility are very appealing to brands. Combine location strategies with audience data, day-parting, mobile IDs, and foot-traffic studies, and you get campaign insights that were previously out of reach with traditional out-of-home.

Kerry Curran, RBMA (05:54.688)
Let’s talk a bit more about targeting. How do brands or agencies align their audiences with digital out-of-home buys?

David Kirkdorffer (06:17.602)
It comes down to personalization, conversions, and measurable outcomes. We can introduce messaging at neighborhood or even ZIP-code level—tied to proximity to purchase, whether e-commerce or retail. We connect with consumers at the right moment in a way other platforms can’t.

Kerry Curran, RBMA (07:20.094)
Measurement is critical, too. How do you prove targeting works? What analytics are available?

David Kirkdorffer (07:57.934)
Most marketers ask, “What am I getting for my investment?” Because we don’t sit on another platform, we can execute with real confidence and provide empirical data. We show we’re delivering ads precisely when the audience is in high-dwell venues. Then we layer on foot-traffic studies, mobile-ID matchbacks, and other attribution tools—often with independent measurement partners—so brands see direct cause and effect.

Kerry Curran, RBMA (08:50.710)
It sounds like you can even track things like increased purchases in a bar or restaurant after a campaign. Could you dive into that a bit?

David Kirkdorffer (10:50.050)
Because we own the devices in venues, we collect rich data: dwell time, impressions, even foot-traffic lift for brick-and-mortar stores. For e-commerce, we can look at site visits or coupon redemptions. And we validate campaigns with third-party measurement, so we’re not “grading our own homework.”

Kerry Curran, RBMA (11:55.964)
That’s powerful. Tell us more about Atmosphere TV’s unique capabilities and where these screens live.

David Kirkdorffer (12:21.752)
Atmosphere is an out-of-home video entertainment provider built exclusively for commercial settings. Think of us as streaming TV for businesses: restaurants, gyms, medical offices, bars, college campuses, nail salons—you name it. We stream 30+ content channels across more than 60,000 high-traffic, high-dwell venues, reaching over 150 million people monthly.

Kerry Curran, RBMA (13:04.374)
And the content is purpose-built for out-of-home, right? Short-form, no-sound-required video?

David Kirkdorffer (13:46.734)
Exactly. Long-form TV doesn’t work in these settings. We license highlights from major sports leagues, Red Bull, even the Savannah Bananas. We have channels like Pause TV with animal clips, plus family-friendly viral content. Each venue can mix and match channels to fit its audience. Because the audio is usually off, everything is designed to be understood without sound—much like social media feeds. Advertisers’ spots integrate natively between these clips.

Kerry Curran, RBMA (17:18.818)
That makes sense. A gym or nail salon rarely has audio on, so visuals are key. And it’s refreshing content—not cable news or reruns!

David Kirkdorffer (17:43.822)
Right. Businesses care about dwell-time experience; we help them entertain guests without controversial content. That’s also why adoption has been so quick.

Kerry Curran, RBMA (19:49.398)
So, Peter—actually, David—sorry. (Laughs.)* David, how can brands or agencies get started with Atmosphere?

David Kirkdorffer (21:19.790)
We’re flexible. Brands can work with us directly via IO, programmatically through major DSPs, or with PMP deals. We’ve heavily invested in reporting: venue-level, ZIP-code-level, even creative version-level performance—so marketers get transparency and accountability.

Kerry Curran, RBMA (23:26.124)
Before we let you go, what’s next for digital out-of-home? Influencer content, shoppable ads?

David Kirkdorffer (23:57.836)
All of it. We’ll see more API-driven, real-time engagement—trivia, live data feeds, influencer-generated spots. We even integrated live runner-tracking for the Chicago and Boston Marathons so spectators could follow specific athletes on screen. Expect more personalization, more interactivity, and deeper attribution.

Kerry Curran, RBMA (25:33.268)
For those ready to dive in, what first steps do they need?

David Kirkdorffer (25:50.802)
If you already have creative, great—we’ll adapt it for our platform at no charge. If not, we’ll help build it. We work with brands and agencies of all sizes and handle the heavy lift. Just reach out and we’ll get started.

Kerry Curran, RBMA (26:55.722)
Perfect. How can people find you?

David Kirkdorffer (27:01.534)
I’m active on LinkedIn—search “David Kirkdorffer.” You can DM me there.

Kerry Curran, RBMA (27:16.062)
I’ll add your link to the show notes. David, thank you so much!

David Kirkdorffer (27:33.218)
My pleasure, Kerry. Thanks for having me.

Kerry Curran, RBMA (27:35.874)
Thank you!

Huge thanks to David Kirkdorffer for joining me on the show. If your brand isn't showing up in AI-generated answers, this conversation is your roadmap to change that. From content structure to message consistency to offsite visibility, David laid out actionable ways to adapt your SEO strategy to this new era of AI-driven buyer behavior. If you found this valuable, share it with your team and hit subscribe so you don't miss the next episode.

And for more strategic insights on revenue growth through marketing, head to revenuebasedmarketing.com or follow me, Kerry Curran, on LinkedIn today.

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