Ha! I was afraid you’ll say that :)
I just remembered reading about Chris Savage writing about Wistia putting up billboards in a certain city, I don’t quite remember where. Initially they looked for traffic bumps from that city in direct traffic or branded search, however ultimately it was when they had conversations and people remember see’ing the billboard & the positive association they had because of that with the Wistia product.
I might be remembering it wrong.