At Vistar Media, we team up with a variety of companies to help brands and marketers realize the possibilities of out-of-home (OOH) advertising. One of our strategic partners is Accretive, which leverages its programmatic expertise to execute data-driven, measurable digital out-of-home (DOOH) campaigns through our platform.
To highlight this partnership, we recently connected with Craig Benner, Chief Executive Officer at Accretive. Continue reading to learn more about Accretive and how they leverage DOOH as a performance-focused channel, helping brands reach the right audiences and maximize impact across their media mix.
Accretive serves as a strategic channel partner, leveraging proprietary data and technology to help clients integrate DOOH into their broader omnichannel media strategies. We enable brands to move beyond traditional planning by offering precise audience targeting, measurable outcomes and programmatic execution.
In essence, we partner with clients to provide the similar tools and technology they are accustomed to in the digital space, ensuring their OOH investment is both accountable and an impactful component of their overall media mix.
We don’t just plan OOH campaigns, we deliver outcomes. Our approach is built on the conviction that OOH shouldn't be a 'guess-and-check' medium, it must be as addressable, accountable and measurable as online digital. We guide clients away from vanity metrics and toward verified business results.
With regard to planning, most providers start with available inventory but we start with your audience and where they spend their time relative to OOH inventory. Powered by data layers like Accretive Audiences™, DOOH enables true audience-first buying, allowing us to build plans that efficiently reach the right consumers across the right inventory while minimizing budget waste and driving measurable results.
When it comes to execution, we provide a friction-free experience that moves at the speed of digital. We guide clients through a DOOH strategy that matches the flexibility of other programmatic channels, including in-flight optimizations and omnichannel retargeting.
Finally, we guide clients to answer the only question that matters: 'Did it work?' Our goal is to take you from 'I think this board is visible' to 'I know this campaign drove a 20% lift in sales.' We turn OOH into a performance channel.
Vistar is a true innovator in the OOH space and sees the future of the industry very similarly as we do. We share the common goal that in order for OOH to grow, we must give advertisers similar tools and tech that they are accustomed to in the digital space. Vistar has cultivated an incredible platform; bringing together key players in the space to create a comprehensive, data-led ecosystem for advertisers.
There have been so many fun ones that it’s tough to pinpoint one!
One of my favorites, that happened more recently, is a Visit Florida campaign that was done in conjunction with Publix Supermarkets. The goal was to drive both traffic to Publix locations within the state. We ran foot traffic and web traffic reporting and showed which screens/creative/markets drove the most traffic to each of their 826 stores, across locals, visitors and a combination of the two audiences.
This particular campaign delivered a lift of over 30% traffic across all cohorts, prompting the brand to invest in a second campaign at even greater scale.
The ad landscape is no doubt evolving, but with this evolution comes audience and attention fragmentation. Not only is OOH truly the last mass-reach medium, but it’s cost friendly and we’ve seen that translate to high levels of efficiency. With a clearer understanding of DOOH and its capabilities, advertisers can track the impact of their DOOH investments in near-real time and make adjustments to maximize. Part of this drives channel-specific performance, but also helps advertisers understand how DOOH’s success impacts other channels as part of brands’ broader omnichannel strategies.
While social, CTV, and open web advertising continue to be widely popular with advertisers and essential parts of the media mix, they introduce complexity around fraud, viewability and privacy.
In contrast, DOOH doesn’t face any of these issues, so all current innovation is squarely focused on increasing the value of the channel for brands. As a result, marketers will start to reallocate funds and increase DOOH’s share. In particular, we’ll start to see more investment in measurable programmatic DOOH and its use as part of performance marketer’s strategies to drive more results.
Smart marketers already know that OOH can be a performance channel. My hope is that this knowledge will be made abundantly clear to the wider industry, including digital buyers, strategists, video teams, brands, etc.
We want every advertiser utilizing out-of-home to measure how the media performs for them. We’ve already seen how OOH drives increased performance around awareness. Now it's time for advertisers to see how OOH can be a foundational element of their broader media strategies and drive even more success.