Navigating New Frontiers – Harnessing the Power of OOH CTV Marketing


Published June 10, 2023

In the ever-evolving world of advertising, the convergence of Out-of-Home (OOH) and Connected TV (CTV) has brought forth exciting opportunities. OOH CTV combines the reach of out-of-home advertising with the precision targeting and measurement capabilities of connected TV platforms.

What is OOH CTV?

OOH CTV represents the integration of out-of-home advertising with connected TV technology. It enables advertisers to engage consumers who are outside their homes but connected to streaming services on their CTV devices. By delivering targeted advertisements on public CTV screens, marketers can expand their reach and engage a broader audience in high-traffic locations such as airports, malls, and sports venues.

Why OOH CTV is emerging as an important advertising channel for Marketers?

OOH CTV offers numerous advantages for marketers. Firstly, it extends the reach of campaigns, allowing advertisers to connect with consumers on the move. For example, a fast-food chain can target commuters during rush hour with mouthwatering visuals of their latest burger, increasing brand exposure and driving foot traffic to nearby locations.

Secondly, OOH CTV enables precise targeting, leveraging data-driven insights to deliver personalized messages. A clothing retailer can display ads for winter coats in colder regions and swimwear in warmer climates, tailoring the content to the local weather conditions and maximizing relevancy.

Thirdly, OOH CTV provides enhanced measurement and analytics, allowing marketers to assess campaign performance accurately. A beverage company can track the number of impressions, dwell time, and engagement levels for their soda campaign in various shopping centers, helping them optimize their messaging and media placement.

Additionally, OOH CTV facilitates the integration of OOH advertising with digital strategies, creating a cohesive brand experience. A streaming platform can display ads on CTV screens in airports, reaching travelers who are already familiar with streaming content, thus reinforcing their message and driving subscription sign-ups.

Furthermore, OOH CTV allows for innovative and captivating ad experiences, leveraging large-format displays and interactive elements. An automobile manufacturer can showcase their latest electric vehicle model on a CTV screen in a busy city center, incorporating touchscreens that provide additional information and allow users to schedule test drives.

What Marketers should watch out for when advertising on OOH CTV?

While OOH CTV presents opportunities, marketers must also navigate challenges. These include targeting and segmentation in the out-of-home environment, creative adaptation for different screen sizes, and measuring the effectiveness and attribution of campaigns. Integration with omnichannel strategies and real-time optimization are additional challenges. Collaboration with stakeholders and ensuring seamless coordination are crucial. However, marketers can overcome these obstacles through data-driven insights, creative problem-solving, and strategic partnerships.

How is OOH CTV different from DOOH (Digital Out Of Home)?

It’s important to differentiate between Digital Out-of-Home (DOOH) and OOH CTV. DOOH refers to digital displays used in traditional out-of-home advertising, whereas OOH CTV focuses on delivering targeted CTV content on public screens. DOOH provides dynamic content capabilities but lacks the precise targeting and measurement capabilities of OOH CTV. OOH CTV leverages the streaming services and data-driven targeting of CTV platforms, offering personalized and interactive experiences. The integration of CTV technology distinguishes OOH CTV from traditional DOOH, elevating its effectiveness and potential impact.

Addressing the challenges of OOH CTV

To address the challenges of OOH CTV and empower marketers, emerging DSPs like Vizibl from Datawrkz, are offering comprehensive solutions using which marketers gain access to advanced targeting capabilities, precise measurement and analytics, and seamless integration with their omnichannel strategies. Such DSP’s offer user-friendly interface, robust features, and dedicated support, thus enabling marketers to unlock the full potential of OOH CTV advertising.

Time is ripe to leverage OOH CTV

As the advertising landscape continues to evolve, OOH CTV emerges as a powerful tool for marketers. With its extended reach, precise targeting, and integration possibilities, OOH CTV presents exciting opportunities. Leveraging DSPs like Vizibl, marketers can navigate the challenges and harness the potential of OOH CTV to drive impactful campaigns.

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