16 June 2026
Ep.138 Why Digital Out-of-Home Is Advertising's Most Undervalued Channel with Craig Benner Accretive
AdTechGod Pod
About
Craig Benner, Founder & CEO of Accretive, joins the AdTechGod Pod to discuss the future of Digital Out of Home (DOOH), measurement, attribution, media buying, and why brands are increasingly investing in high-impact advertising beyond traditional digital channels.
Takeaways
DOOH remains one of the most underinvested channels despite its massive reach.
Measurement has historically been the biggest challenge for out-of-home advertising.
Accretive helps connect physical-world exposure to digital outcomes.
Better attribution drives greater confidence and media investment.
Search often captures intent rather than creating it.
Out-of-home excels at generating awareness and demand.
Brands are shifting budgets from linear TV into measurable alternatives.
Mobility data plays a key role in audience targeting and measurement.
Media Mix Modeling is helping validate the value of DOOH.
Retail media presents a major opportunity for out-of-home advertising.
AI and standardization are accelerating industry adoption.
Education remains critical for broader DOOH growth.
Chapters00:00 Meet Craig Benner and Accretive 01:09 From Viant to founding Accretive 02:06 Discovering the opportunity in DOOH 03:45 Why out-of-home should command more ad spend 04:40 The measurement-first philosophy behind Accretive 05:47 Solving attribution challenges in DOOH 07:12 Which advertisers benefit most from out-of-home 08:49 How audience targeting works in DOOH 10:33 Measuring foot traffic, web lift, and outcomes 11:09 Where today's DOOH budgets come from 12:45 The industry's overreliance on lower-funnel marketing 13:51 Why out-of-home creates demand and intent 15:32 Giving DOOH the credit it deserves 16:53 How measurement changes media allocation decisions 18:01 The reality of search and retargeting attribution 19:49 The future of digital out-of-home advertising 20:46 AI, MMMs, and industry standardization 21:47 Educating agencies and media buyers 24:14 Retail media and the "last inch" opportunity 25:40 Resources for learning more about DOOH 26:52 Final thoughts and closing remarks
Guests: AdTechGod
Learn more about your ad choices. Visit megaphone.fm/adchoices
Takeaways
DOOH remains one of the most underinvested channels despite its massive reach.
Measurement has historically been the biggest challenge for out-of-home advertising.
Accretive helps connect physical-world exposure to digital outcomes.
Better attribution drives greater confidence and media investment.
Search often captures intent rather than creating it.
Out-of-home excels at generating awareness and demand.
Brands are shifting budgets from linear TV into measurable alternatives.
Mobility data plays a key role in audience targeting and measurement.
Media Mix Modeling is helping validate the value of DOOH.
Retail media presents a major opportunity for out-of-home advertising.
AI and standardization are accelerating industry adoption.
Education remains critical for broader DOOH growth.
Chapters00:00 Meet Craig Benner and Accretive 01:09 From Viant to founding Accretive 02:06 Discovering the opportunity in DOOH 03:45 Why out-of-home should command more ad spend 04:40 The measurement-first philosophy behind Accretive 05:47 Solving attribution challenges in DOOH 07:12 Which advertisers benefit most from out-of-home 08:49 How audience targeting works in DOOH 10:33 Measuring foot traffic, web lift, and outcomes 11:09 Where today's DOOH budgets come from 12:45 The industry's overreliance on lower-funnel marketing 13:51 Why out-of-home creates demand and intent 15:32 Giving DOOH the credit it deserves 16:53 How measurement changes media allocation decisions 18:01 The reality of search and retargeting attribution 19:49 The future of digital out-of-home advertising 20:46 AI, MMMs, and industry standardization 21:47 Educating agencies and media buyers 24:14 Retail media and the "last inch" opportunity 25:40 Resources for learning more about DOOH 26:52 Final thoughts and closing remarks
Guests: AdTechGod
Learn more about your ad choices. Visit megaphone.fm/adchoices