"The conversation at this year's DPAA (Digital Place Based Advertising Association)Global Summit made one thing crystal clear: the lines between Connected TV (CTV) and Out-of-Home (OOH) are disappearing. Whether the screen sits in a living room, a retail aisle, or a restaurant, audiences no longer differentiate where content is experienced - they simply expect it to be engaging, relevant, and easy to consume."
""If you strip away the category labels, CTV and DOOH are part of the same continuum of digital video - the only difference is where the screen happens to live." That line resonated across the summit. For years, digital out-of-home has fought to be viewed alongside other premium video channels. Now, the data, creative tools, and targeting capabilities have caught up. Advertisers are beginning to plan OOH the same way they plan CTV: audience-first, outcome-driven, and fuelled by storytelling."
"At VideoElephant, we see this every day. Our CTV OOH network - spanning 200,000+ screens across 210 DMAs in the US and Canada - extends the reach of CTV campaigns into real-world environments, connecting the same content and creative to audiences wherever they are. It's no longer "CTV versus DOOH". It's all part of one evolving digital-video landscape."
Connected TV (CTV) and digital out-of-home (DOOH) have converged into a single digital-video continuum in which audiences do not differentiate screen locations and expect engaging, relevant, easy-to-consume content. The convergence of streaming, content, and advertising is transforming campaign planning and execution. Data, creative tools, and targeting capabilities have advanced to make OOH comparable to other premium video channels. Advertisers increasingly plan OOH with the same audience-first, outcome-driven approach used for CTV and prioritize storytelling. Large CTV–OOH networks extend CTV campaigns into real-world environments, enabling the same content and creative across locations. VideoElephant operates a network of 200,000+ screens across 210 DMAs in the US and Canada.
Read at Exchangewire
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