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YouTube Commands a Higher Percentage of Your Ad Spend
YouTube Commands a Higher Percentage of Your Ad Spend
In the realm of digital advertising, Google's Search Engine Marketing (SEM) has long been the go-to platform for most…
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The Power of Always on Travel Campaigns
The Power of Always on Travel Campaigns
After over 1500 highly successful travel specific campaigns delivered over the last 3 years alone, we are proud to…
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Scott Hansen shared thisWe're excited to see Accretive Audiences expanding through Narrative and The Trade Desk. For almost a decade, Accretive Audiences has helped brands bring greater intelligence and precision to OOH. Now it’s time to put that same audience intelligence to work across the broader media ecosystem. With 500+ audiences across 20 verticals, built from real world signals spanning 130M+ households and 20M+ points of interest, our audiences can now be activated across OOH, display, CTV, social, direct mail and more. Great audience data shouldn’t be limited to one medium. https://lnkd.in/e9x36uPJScott Hansen shared thisData is only as good as the methodology behind it. At Accretive, we built our audience catalog across five key signal types—visitation, demographics, geo-political signals, in-market intent, and composite blends—so brands get data tailored precisely to their campaign goals. Today, 500+ Accretive segments are now live in the Narrative I/O marketplace and ready for activation in The Trade Desk. Check out the post below for the full story from our founder, Craig Benner! #DataStrategy #OOHAdvertising #HelpingBrandsWin
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Scott Hansen shared thisOOH is the best! I love this - wonder if/how they’re measuring performance 👀😜
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Scott Hansen reposted thisScott Hansen reposted thisPost-Cannes fodder for a Tuesday morning (great OOH out there btw). The question I used to drop on brands that always landed: If a tiny ad below the fold served to a bot 'works,' how doesn't a 700 sq ft billboard on the 405? Common sense > everything else. My episode with AdTechGod ®️on AdTechGod Pod in the comments. Accretive OAAA DPAA
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Scott Hansen shared thisA great conversation between Craig Benner and AdTechGod ®️ why OOH/DOOH remains one of advertising’s most undervalued channels. And here's the MMM study article referenced: https://lnkd.in/eGGFhYmm on OOH delivering the highest marginal ROI. It's right in front of us people - every day. It's time to lean in to OOH. #yearofDOOH 😆Scott Hansen shared thisCraig Benner, Founder & CEO of Accretive, joins the AdTechGod Pod to discuss why digital out-of-home advertising is still one of the most undervalued channels in media, how measurement is changing the game, and why search often gets too much credit for conversions. Listen on Spotify: https://lnkd.in/eVFZaxas Listen on Apple Podcast: https://lnkd.in/emKVDsfW
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Scott Hansen shared thisThe holiday shopper is not a static audience. Shoppers move in the real world, from home to gas station, from highway to mall, from parking lot to store, from store to phone, and from inspiration to purchase. Tactically placed DOOH ads connect these moments. They reach new audiences at the ideal time, in the “holiday shopper” mindset. Brands that are not physically represented in the mall, must seize these placements to drive consideration within the environment where urgent gift decisions are being made. For brands that are sold inside mall retailers, the same placements create immediate shelf pressure. Search and socials become just noise in Q4. Feeds are flooded with offers and media plans must adjust to include DOOH and avoid overspending within the walled gardens. You don't need more budget; a shift of budget into DOOH elevates the ROAS of the entire plan. The bottom line is that Q4 DOOH is not a branding luxury. It’s a holiday demand lever easily tracked with web lift and foot-traffic reporting. And with roughly 1,000+ operating malls across the U.S., the opportunity is not just inside the mall, it's in the one-mile radius around it, where shoppers are already moving with intent, building gift lists, comparing options, and deciding what brands belong in the holiday conversation. A feed ad in checkout line is too late, intercept them on the way, at the pump, at the charger, on the street, on the highway, in and around the mall, while the next gift idea is still up for grabs.
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Scott Hansen shared thisAI has changed car buying & path to purchase no longer follows the script most media plans are built around. The real-world impression is often what gets shoppers into the funnel first. That’s the shift this piece unpacks. As car buying gets less search-led and more AI-assisted, measurable DOOH becomes even more valuable.🛣️🪧 🛒🚘Scott Hansen shared thisCar buying is changing fast. The path to purchase is no longer just search-led — AI is now shaping how consumers discover, compare and decide. Accretive’s Scott Hansen shares why that shift makes DOOH matter even more: the real-world impression that sparks action before the AI research even begins. Head to the comments for the link to read more 👇 #OOH #AutoAdvertising #HelpingBrandsWin #AI
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Scott Hansen shared thisStop guessing. Level up and measure OOH like performance media. https://lnkd.in/e4uwF4qQScott Hansen shared thisTreating OOH as an afterthought isn't a strategy. It's a mistake. We surveyed 120 senior brand and agency leaders to find out why OOH is still capped at 5% of the media mix despite massive interest. The data is undeniable: 68% of marketers would move at least 5% more budget into OOH today - on one condition. They want a single, neutral, third-party entity to verify all impressions and audience data. Digital got a 20-year head start on measurement and still can’t prove real attention with total confidence. Meanwhile, OOH is held to a higher standard of proof for a fraction of the budget - and it has met it. The bottleneck isn't a lack of interest; it’s a measurement gap. Keeping OOH as a secondary channel isn't "conservative" media planning. It’s uninformed. Check out more of the findings in the comments below.
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Scott Hansen shared thisFor anyone who’s asked why I chose to shift into OOH/DOOH, this piece lays it out clearly. It’s less about a job change and more about where DOOH and more importantly Accretive is actually headed. https://lnkd.in/eifzPWSTNew Era of Out-of-Home: Joining Accretive, the DOOH Performance BackboneNew Era of Out-of-Home: Joining Accretive, the DOOH Performance Backbone
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Scott Hansen reacted on thisScott Hansen reacted on thisSpindrift Beverage Co, Inc. just ran a campaign across New York's Citi Bike system, and it's a great context play. A sparkling water made with real fruit, placed on the bikes that health-conscious New Yorkers ride to work, to the gym, and to the park. The audience and the medium describe the same person. And the mechanics of bike-share media are underrated in my opinion. The fleet moves through every neighborhood in the city at eye level and sidewalk speed. Pedestrians see it up close. Riders become brand ambassadors without knowing it. A single buy produces thousands of moving placements that go where the people are, which is the exact opposite of hoping people come to your board. Street-level formats keep proving the same point. Eye level beats elevated for engagement almost every time, because proximity creates a different quality of attention than size does. Big respect to whoever matched this brand to this canvas. That's the job done well 👏
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Scott Hansen reacted on thisScott Hansen reacted on thisMarketing isn’t slowing down, and neither can we. I’m excited to be speaking at NP Digital Summit 2026: Marketing 2030, a three-day virtual event exploring how AI, evolving search behavior, new technology, and changing customer expectations are reshaping growth. Join me & Nikki Lam for: 🎤 The AI Centric Approach: Paid, Earned, and the AI Search Shift The first two days are free, but Nikki & I are speaking on Day 3, so I recommend the All-Access Pass if you want the complete Summit experience, which includes Day 3 workshops, on-demand access to the sessions, and even more actionable learning. Join Neil Patell, speakers from Mastercard, Google, Kumon, ClubMed, NP Digital, and more from September 30 through October 2. Save your spot and explore the pass options: https://lnkd.in/dSKuhbxr #NPDigitalSummit #Marketing2030 #DigitalMarketing #ArtificialIntelligence
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Scott Hansen liked thisScott Hansen liked thisData-driven targeting, measurable outcomes, and privacy-safe reach are making Out of Home advertising an increasingly powerful medium for pharmaceutical and healthcare marketers. In a guest column for MM+M - Medical Marketing and Media, Lamar’s Julia Causseaux explains why OOH is poised to play an increasingly prominent role in helping pharma brands reach and engage the right target audiences at the right time. Click here to read the story: https://lnkd.in/gncEqiuF
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Scott Hansen reacted on thisExcited to partner with Narrative I/O to bring Accretive Audiences to buyers everywhere. 500+ Accretive Audiences across 20 verticals, built on 20M+ POIs and 130M+ households - currently avail in The Trade Desk. Real world movement, packaged so it activates well for our out-of-homies AND beyond. More info in the blog below!!! #helpingbrandswin #gooutsideScott Hansen reacted on thisAccretive doesn't lean on one signal to answer every audience question. Its catalog draws on five approaches: visitation, demographics, geo-political signals, in-market intent, and composite blends, with the methodology matched to the audience and campaign objective. The result: 500+ distribution-ready segments across 20 verticals, designed to give brands and agencies a clearer connection between who they want to reach and what makes that audience relevant. Built on Accretive’s experience in out-of-home and physical world intelligence, these audiences support media planning and activation across all channels. Now, audiences across that catalog are available in Narrative's marketplace. Distribution is already flowing into The Trade Desk and discoverable in their marketplace with more segments to come. Accretive founder Craig Benner breaks down why they built it this way. Link in comments ⬇️ #DataNormalization #AudienceData #AdTech
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