# Ep.138: Why Digital Out-of-Home Is Advertising's Most Undervalued Channel with Craig Benner Accretive

Page: https://stenobird.com/podcast/adtechgod-pod-6593523/ep-138-why-digital-out-of-home-is-advertising-s-most-undervalued-channel-with-craig-benner-accretive
Text version: https://stenobird.com/podcast/adtechgod-pod-6593523/ep-138-why-digital-out-of-home-is-advertising-s-most-undervalued-channel-with-craig-benner-accretive.md
Podcast: [AdTechGod Pod](https://stenobird.com/podcast/adtechgod-pod-6593523)
Published: 2026-06-16T04:00:00+00:00
Episode link: https://traffic.megaphone.fm/EAATE6277609278.mp3
Audio file: https://traffic.megaphone.fm/EAATE6277609278.mp3
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Duration seconds: 1677

## Resource

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 03:45 Why out-of-home should command more ad spend 04:40 The measurement-first philosophy behind Accretive 05:47 Solving attribution challenges in DOOH 07:12 Which advertisers benefit most from out-of-home 08:49 How audience targeting works in DOOH 10:33 Measuring foot traffic, web lift, and outcomes 11:09 Where today's DOOH budgets come from 12:45 The industry's overreliance on lower-funnel marketing 13:51 Why out-of-home creates demand and intent 15:32 Giving DOOH the credit it deserves 16:53 How measurement changes media allocation decisions 18:01 The reality of search and retargeting attributio…

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