Ep.138: Why Digital Out-of-Home Is Advertising's Most Undervalued Channel with Craig Benner Accretive
About this episode
Craig Benner discusses the future and potential of Digital Out-of-Home advertising.
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…
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