New Era of Out-of-Home: Joining Accretive, the DOOH Performance Backbone

By Scott Hansen - CRO Accretive Media

New Era of Out-of-Home: Joining Accretive, the DOOH Performance Backbone

If a brand wants reach, impact, and accountability in today’s fractured media landscape, their options are dwindling.

• Search and social compete ferociously in the same auction, warfare of rising CPMs, limited attention, “click-less” AI results, walled gardens, and privacy constraints.

• Streaming and CTV are often behind paywalls, subscription fatigue, ad-avoidance, tight measurement (or limited third-party views), bots and minimal creative impact.

• Traditional TV is now mostly reserved for tentpoles and the few live formats that still command audiences, but those are expensive, episodic, and scarce.

What brands need now is a channel that can drive awareness at scale, anchor branded (and unbranded) search lift, and be measured. That channel is out-of-home.

For decades, OOH has been the stalwart of advertising: ubiquitous, powerful, yet misunderstood. As digital metrics reigned supreme, it was relegated to branding lore, often judged by gut, rarely by results. That ends in 2026.

The opportunity to join Accretive full time isn’t just a next step in my career, it’s a chance to help rewire how the industry thinks about brand presence, measurement, and performance. The ad world is shifting. The medium where brands can eloquently place themselves into consumers’ real lives is OOH. And Accretive can measure its effectiveness, with ease.

Let me give you three core reasons I’m so driven to work here:

1. DOOH/OOH is the only audience-agnostic surface left

On phones, tablets, and laptops, every impression is mediated by an algorithm, a feed, or a platform’s gate. DOOH bypasses all that. You meet people where algorithms can’t filter them out, in transit, at retail, commuting, walking, living.

2. We can finally close the loop

Advances in measurement: mobile location analytics, identity resolution, and fused attribution means exposure to DOOH/OOH now can be tied back to Outcomes with the same simplicity as any other digital channel. We can validate DOOH/OOH as a performance medium, not just branding blur. Accretive is architecting those systems, not buying into black boxes.

3. DOOH is undervalued - aggressively so

Because DOOH/OOH has been poorly measured historically, budgets under-allocate even though performance is strong. Teams hate things that can’t be measured so budgets sit between ZERO - 5% on most plans. That inefficiency is a strategic opening. In 2026, we look to flip the narrative: Out-of-Home should be a centerpiece, not a sidebar.

Put simply: I believe DOOH is the highest-impact remaining media lever in modern marketing.

At Accretive, I’ll be leaning in to help make this tangible:

• We deploy Accretive Audiences (custom 1^st party audience segments) crafted specifically for physical ad exposure with real purchase behaviors, affinities, mobility, and spend profiles.

• We utilize AI trained on 8+ years of board level performance data to select optimized placements (Accretive Media)

• We use format sequencing, day-parting, and creative retargeting with Accretive Connect (CTV/Mobile/Audio retargeting)

• We close with the show stopper: Accretive Outcomes - a one of a kind OOH reporting dashboard with: Web Lift, Foot Fall, ROAS, Brand Studies, Reach & Frequency and more

We’re shifting how media buyers, CMOs, and boardrooms think about “performance media.” DOOH/OOH won’t be an afterthought - it will be a catalyst. And I’m so happy to be a part of  the visionary team at Accretive, helping rewire how the industry sells, measures, and values OOH/DOOH.

Because if we do this right, DOOH doesn’t just reclaim legitimacy. Budget percentages are right-sized and it becomes the canvas for performance-first presence in the physical world. Seventy percent of your time awake is spent outside the home, moving in the physical world, this isn’t rocket science people, it’s just common sense.