Craig Benner on the AdTechGod Pod: Why DOOH Is Advertising's Most Undervalued Channel
Accretive Founder and CEO Craig Benner joined the AdTechGod Pod (Episode 138) to break down the OOH measurement gap, why brands like Apple, Meta, and Netflix are over-indexing on out-of-home while the rest of the market sits at three percent, and how the proof era of DOOH is finally closing the 50-year faith-based-buying era.
The conversation covers the origin of Accretive (a planned year-long sabbatical that lasted three weeks), the early Ticketmaster campaign that proved the measurement methodology worked, the Keene study showing OOH delivering a $7.48 marginal ROI (highest of any channel tested), the "last inch" retail media opportunity, and a frank take on why most agencies are still under-allocating to a format that consistently outperforms.
Key topics:
Why OOH has always worked, and why the industry struggled to prove it
The Vanderhook coaching tree and the Specific Media / Viant origin story
Building the out-of-home graph: mobility data, identity, and outcome measurement
The Apple / Meta / Netflix benchmark and what the average brand is missing
Retail media's last inch and where the next $40B is headed
Why MMMs need to start treating OOH like the demand-generation channel it is
