Craig Benner on the AdTechGod Pod: Why DOOH Is Advertising's Most Undervalued Channel
- Accretive PR Team
- Jun 17
- 1 min read
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
