68% of marketers would increase OOH spend with reliable third-party data verification

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 limited quality and scale of inventory (49.2%), complexity of execution (41.75%), lack of internal expertise (40.8%), and a lack of standardized measurement (31.7%). 

As a result, 68% percent of marketers said they would increase their OOH ad spend by at least 5% if a single, neutral, third-party entity verified all OOH impressions and audience data. Notably, 14% would increase their budgets by 20%.  

“The use of a unified data source, across formats and screens, is essential for efficient, impactful advertising. Yet, our latest survey confirms a frustrating reality that OOH is the only channel still operating without one, leaving even the most sophisticated marketers feeling confused and underserved,” said Craig Benner, CEO and founder of Accretive. “At Accretive, we view this gap not just as a challenge, but as our mandate. We are committed to helping build the infrastructure that brings clarity to this space, ensuring our partners can move past the fragmentation that has held this channel back for too long.” 

The study also found:  

• Brand awareness/reach, product launch, and driving foot traffic/store visits are the top three business objectives where buyers find OOH most effective. 

• Foot traffic lift (24.2%) and brand search lift (23.3%) are now the leading metrics marketers use to evaluate OOH performance, reflecting a shift away from traditional reach and frequency metrics. 

• 61.7% of marketers say OOH amplifies their social media campaigns more than any other channel. 

Craig continued: “Digital got a twenty-year head start on measurement and still cannot tell you with real confidence whether anyone actually paid attention. OOH has been held to a higher standard of proof for a fraction of the budget, and the channel has met it. At this point, treating OOH as an afterthought is not a conservative media strategy. It’s an uninformed one.”