Loop Media, Atmosphere TV, Taiv, GSTV, and BarBoards are startups in the DOOH and CTV middle, targeting public places like bars and restaurants with video ads.
BarBoards, a Texas-based startup, focuses on young consumers in sports bars, attracting brands in categories like alcoholic beverages, tourism, and more for targeted advertising.
BarBoards plans a national expansion beyond Texas, leveraging reach, measurement, and cost advantages to appeal to advertisers, straddling the line between CTV and DOOH.
DOOH companies like BarBoards face challenges in clarifying their positioning to buyers, as out-of-home TV doesn't neatly fit into CTV or DOOH categories.
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