By Craig Benner (originally appeared in Street Fight Mag) For years, marketers have been told to chase efficiency, driving budgets deeper into digital and social media. And for a while, that made sense. But efficiency has a ceiling, and today’s marketing ecosystem is hitting it hard. Digital feeds are oversaturated, audiences are fatigued, and the once-reliable growth engine of online marketing has plateaued. With CPMs climbing and engagement rates falling, the scalable retur

By Craig Benner , Founder and CEO, Accretive (originally appeared on OOH Today) Streaming platforms are in a full-blown arms race: each pouring billions into original content to hopefully produce the next cultural hit. Every week there’s a new “must-watch,” but the true test of a breakout hit isn’t just measured in app downloads or minutes watched. It’s whether a show enters the cultural bloodstream. The dirty secret? You can’t algorithm your way into culture. You can’t out-t

Cary, NC and Los Angeles, CA (October 21, 2025) — New research from Keen Decision Systems, a next-generation marketing mix SaaS company, in collaboration with Accretive, an OOH data and technology platform, reveals that out-of-home (OOH) advertising delivers well-above-average marginal ROI (mROI)—the return on the next unspent incremental dollar based on Keen’s proprietary response curves—making it one of the most efficient yet underfunded channels for growth. The analysis,