Meet Our Partners: Craig Benner, Accretive Media

What’s your current position?  How long have you been in this position?

I work at Accretive Media, a programmatic digital out-of-home platform that focuses on helping brands use out-of-home advertising to help achieve their goals.  I’ve been doing this for about three and a half years and am loving it.

What's the most interesting part of your job?

The best part of the job is working with all the different OOH industry stakeholders; it always keeps things fresh and interesting. We have the unique opportunity to partner with leading media owners like Lamar, unique brands and agencies, innovative data and technology providers, and everyone in between. Being able to utilize the best and most unique assets from each to build something that helps brands win - while trying to change the face of an industry - is highly satisfying and motivating. And a lot of fun at the same time.  

Since starting your position, how has your view on out-of-home changed?

This was all brand new to me when I started, so my view is entirely shaped by my experience with all the people I’ve met in the industry. I come from the programmatic digital world, so I hadn’t had much exposure to out-of-home, other than being a consumer of the medium. Once I started to understand the format and its place in the overall advertising ecosystem, I became more and more passionate about it. And then once we started cracking the code on measurement and I saw how effective the format could be in driving results, I got ultra excited about the future of the channel and what we were doing. It’s always fulfilling to see work that you do help your clients become more successful, and that’s what keeps us going.

What is the most interesting campaign you’ve worked on?

We have been lucky to be a part of a ton of interesting campaigns.  I’m a data & analytics geek, so I gravitate to the campaigns that have more measurement elements.  One campaign that we have worked closely with Lamar on for years is Choctaw Resorts & Casinos, which won the Mediapost Best Use of Digital OOH award last year. 

This campaign uses several different venue types, but is heavy roadside and measures both visitation to Choctaw’s website and foot traffic to their resorts. In 2020, we saw that out-of-home was a huge driver in both web and foot traffic amidst the Covid headwinds we dealt with, which was a huge win for the client, the agency (The Richards Group in Dallas), and Accretive Media.  These are the types of campaigns, which highlight the versatility of out-of-home in driving several different types of metrics for brands, that we like to highlight - and we’re happy the industry recognized it.

What's your favorite thing to do when you’re not at work?

When I’m not working I’m with my wife laying low, coaching flag football with my 2 boys, or playing tennis to scratch that competitive itch.  Living in the beach cities of Los Angeles, we try to stay active during the brutal, year long 72 and sunny weather.

Tell me about your experience working with Lamar?

It’s been great.  Philosophically we have a lot in common, so we’ve been able to partner closely on a number of clients and initiatives.  It’s nice to have a partner that can deliver on world class inventory, thought leadership, and shares an investment in the same future that you’re working toward. Credit to Ian, his team, and the broader Lamar organization for their commitment and partnership over the years.  The future of programmatic digital out-of-home is bright.