Los Angeles, CA (March 2, 2026) – While 59% of marketers plan to increase OOH budgets in 2026 – either moderately (+5% to +15%) or significantly (+15% or more) – most are still allocating less than 5% of total media budgets to the channel.  That’s according to new research from OOH data and technology company Accretive, which surveyed 120 senior leaders at brands and agencies. The findings reveal that the channel’s path to growth is currently hindered  by barriers such as lim

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 Ac

As digital attribution gets murkier, more fragmented, and increasingly filtered through AI-driven proxies, OOH’s grounded accuracy becomes a competitive advantage. The opportunity now is to communicate that clarity unapologetically, says Craig Benner, Founder & CEO at Accretive. For years, out-of-home (OOH) has been treated like the black sheep of the media mix, rarely given the budgetary respect it deserves. In 2026, that changes. This is the year OOH breaks the 5% barrier i