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CTV and DOOH: An Unlikely Power Couple

Updated: May 8

These digital advertising channels may seem unrelated, but they synergize in a media plan.

digital billboards

If you want to advertise your brand to a large audience, you probably already want Connected TV (CTV) in your media mix, and for good reason: a recent study by the Video Advertising Bureau (VAB) found that CTV advertising generated a 20% lift in brand awareness and 10% lift in intent to purchase!

But have you considered adding digital out-of-home media (DOOH) to the mix?

Digital out-of-home media is a powerful way to illustrate your message in public environments like digital billboards, transit stations, and building takeovers. These installations make a powerful impact and offer advertisers much more control and data than traditional out-of-home media.

DOOH media might seem unrelated to CTV, but they actually have quite a bit in common! And when paired together in a media plan, they're a dream team.


Why Do CTV and DOOH Pair So Well?

Here are a few reasons we recommend these channels to our clients:

Precise Audience Targeting

As a media channel, CTV is practically unmatched in its ability to target the widest possible audiences of specific demographics and behaviors. Meanwhile, DOOH can target people in a precise physical neighborhood, who often share a similar demographic, income level, and lifestyle.

If a consumer sees a brand advertised on TV and subsequently on the way to the train station, that’s a one-two punch already nurturing awareness and recall.

"By integrating geo-fencing into all OOH placements after an audience profile has been built, we can build a retargeting base and follow up with CTV and other digital assets." - John Hoover, SVP at NPRP Media

Programmatic Buying

Both media channels can be bought programmatically, which offers advertisers time- and cost-efficiency, and a holistic view of their campaign’s digital performance. Like CTV display-side platforms (DSPs), programmatic DOOH platforms can work with an advertiser’s campaign parameters to deliver ads to the right people at the right price.

Interactive Ad Capabilities

Shoppable CTV ads are exploding in popularity because they shrink the path from awareness to purchase into one touchpoint. In fact, a recent study by LG showed that 51% of the 1200 CTV users surveyed said they "wish they could shop online using their TV." 

Interactive elements like on-screen QR codes, text message discount codes, or voice-activated commands get viewers immediately engaged with the brand and moving toward a purchase. 

The same goes for DOOH! Those engaging elements can collect invaluable data points from across multiple channels to leverage into even stronger campaigns. 

"Creating touchpoints across OOH and CTV ensures the exposure is consistently getting through, which is an ideal way to take a tough-to-measure format (like OOH) and position it as a touchpoint in attribution and measurement." - John Hoover, SVP of NPRP Media


Contextual Creative Delivery

“Contextual” is the magic word of the post-cookie marketing era, and these channels do contextual targeting beautifully. Brands can reach audiences via hyperlocal campaigns and even use real-time data triggers (such as current weather conditions) to deliver relevant and impactful messages.

Imagine you’re a coffee brand – you could serve hot coffee ads to folks bundled up in New York and iced coffee ads to Los Angeles simultaneously! Both CTV and DOOH dynamically adapt to real-time changes: CTV adjusts ads based on user behavior, while DOOH updates content according to location and time of day.

The synergy between CTV and DOOH is strengthening as programmatic DSPs integrate more capabilities into single platforms. A good media agency partner can help your brand sort out which platforms will give you the most bang for your buck!

Gone are the days when brand awareness and purchase consideration were relegated to separate channels – the funnel has collapsed, and omnichannel marketing campaigns that adeptly combine the advantages of each channel come out stronger in the end. 


This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

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