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Accretive Media releases OOH measurement tool

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October 7, 2021

Accretive Media, an OOH data and technology company, has launched Accretive Outcomes, a solution that delivers measurement and attribution for OOH advertising, according to a company press release.

"We believe that access to accurate and reliable measurement will be a huge catalyst for growth for the OOH industry and are thrilled to lead the charge," Craig Benner, founder and CEO of Accretive Media, said in the release. "Advertisers want to invest more in OOH advertising, but can't spend tens of thousands of dollars and wait weeks after every campaign to determine if the spend was worth it. Accretive Outcomes ensures that advertisers clearly understand how their OOH investment is performing, regardless of the screen, the platform, or the format they ran."

Accretive's suite of measurement products considers the nuance of consumers in the physical world and their interaction with OOH venues to deliver analytics that allow advertisers to make better investment decisions around their OOH media spend.

"Accretive's measurement has completely changed the way we think about the out-of-home channel and how it fits into our media mix," Lawrence Shapiro, head of marketing for Electra Meccanica, said in the release. Electra Meccanica utilized Accretive Media to help launch eco-friendly electric vehicles this year. "We now have greater visibility and control into how out-of-home helps us achieve our goals and can grow our presence in the channel with confidence," he said.

The platform includes Accretive's Out-of-Home Graph; a repository of POI data, screen locations, household information, mobile location data, and online and offline sales data. The platform joins campaign data with the graph to help advertisers understand the impact of their OOH advertising. Metrics available in the reporting suite include web visitation, online sales, app downloads, foot traffic, reach/frequency, return on ad spend, and custom offline sales reports.

"You could immediately tell that Accretive built this measurement product with consideration for what was important to both OOH media buyers and clients alike," Keri Weber, head of OOH for The Richards Group, said in the release. "They truly care about helping our advertisers utilize the out-of-home medium to drive meaningful business results."

Accretive Outcomes works with OOH formats and platforms and provides advertisers more control over how analytics are structured to ensure alignment with other channels. It can also provide omni-channel integration to help with more advanced attribution requirements like online to offline sales, multi-touch and media mix modeling.

"Accretive was the first to offer this type of measurement and attribution back in early 2018 as we brought the promise of more addressable and accountable programmatic DOOH to light," Benner said. "The Accretive Outcomes suite of products is the natural extension of this work aiming to help make all out-of-home more accountable, thus making it easier to justify OOH as a much larger component of a media plan. Smart out-of-home advertising has always worked in driving results; now we can finally — and consistently — prove it across every out-of-home campaign."