Ryan Spicer

Sweetgreen turned the World Cup into a marketing moment for its new wraps, running video ads in public viewing spaces through Atmosphere TV.

In light of T-Mobile’s plans to buy Vistar Media, Atmosphere TV’s business model shines a brighter spotlight on the grey area between connected TV and DOOH billboards.

Atmosphere TV is a streaming service that distributes FAST channels to gyms, restaurants, airports and bars in exchange for the ability to run ads on the content. Atmosphere pitches advertisers on the opportunity to reach newer and more exclusive audiences.