Lemma: Omnichannel SSP specializing in emerging formats. Seamlessly integrates programmatic buying, DOOH, and CTV for impactful, multi-touchpoint campaigns.


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How the parallel worlds of CTV and DOOH advertising are bridging the digital divide

by Merlin Coutinho

August 29, 2023

Merlin Coutinho (head of marketing, Lemma) shares her point of view on how connected TV and digital out-of-home advertising may exist in parallel worlds, but they are converging in the digital age.

In the ever-evolving landscape of advertising, two realms have emerged as major players, each with its unique strengths and opportunities. Connected TV (CTV) and digital out-of-home (DOOH) advertising represent parallel worlds, yet they share striking similarities that are reshaping the way brands connect with audiences.

CTV: Streaming into the future

CTV has transformed the way we consume content. With the rise of streaming services and smart TVs, traditional television is no longer the only screen in town. According to industry reports, the number of CTV users surpassed 1.1 billion globally in 2022, representing a staggering 19% year-over-year growth.

One of the most significant advantages of CTV is its ability to deliver content to specific demographics and interests. Whether it's displaying a cooking show to food enthusiasts or a thriller movie to suspense fans, CTV ensures that the right content reaches the right viewers.

DOOH: Advertising beyond boundaries

DOOH has reinvented the traditional billboard. By integrating digital technology, DOOH displays can be dynamic, interactive, and context-aware. They have transcended the static world of traditional billboards to become versatile platforms for storytelling.

DOOH's real strength lies in its ability to deliver content in the right place and at the right time. Whether it's a weather-triggered ad for umbrellas on a rainy day or a location-based promotion for a nearby store, DOOH thrives on context, making it incredibly effective in capturing audience attention.

Shared similarities

While CTV and DOOH may seem worlds apart, they share several key similarities that marketers can leverage:

Audience targeting: Both CTV and DOOH allow for precise audience targeting. CTV offers the advantage of demographic and behavioral targeting, while DOOH excels in location-based targeting and offers the ability to reach a demographic group as well.

One to many: CTV and DOOH possess the remarkable ability to convey a single, tailored message to a vast and diverse audience. The efficient blend of "one-to-many" broadcasting and data-driven targeting yields highly effective and personalized advertising campaigns for brands.

Interactivity: Both mediums can engage audiences interactively. CTV offers clickable ads, while DOOH can integrate QR codes or touchscreen displays for direct engagement.

Contextual targeting: DOOH and CTV effectively leverage contextual signals. Brands can target audiences through hyperlocal campaigns or leverage real-time data triggers like weather and more to deliver relevant yet effective messages to the audiences. Both CTV and DOOH are adaptable to changes in real-time. CTV can switch ads based on user behavior, while DOOH can update content based on location or time of day.

Connecting with cord-cutters: These platforms offer advertisers the ability to deliver highly targeted ads to viewers, ensuring that their messages reach the right audience at the right time. Together, they create a cohesive, multi-channel approach, ensuring brands connect with cord-cutters across screens and physical spaces through lean-in and lean-back viewing ad experiences.

Programmatic integrations: Programmatic integration is the cornerstone of the synergy between CTV and DOOH advertising. It empowers brands to connect with their target audiences more efficiently, effectively, and with a higher degree of personalization.

Measurability: Marketers can measure the effectiveness of campaigns on both platforms. CTV provides metrics like viewability and completion rates, while DOOH offers data on ad exposure and engagement.

Bridging the divide

Combining the strengths of CTV and DOOH can result in powerful cross-channel campaigns. For instance, a CTV ad promoting a new movie release can be synchronized with DOOH displays near cinemas, creating a cohesive and immersive experience for potential viewers. What’s even better is the ability to activate campaigns on a single Supply-side platform that provides CTV and DOOH inventory at scale on a single platform.

As technology continues to advance, integration between CTV and DOOH is becoming more seamless. Programmatic advertising allows for coordinated campaigns, and data-driven insights help refine strategies across both mediums.


CTV and DOOH advertising may exist in parallel worlds, but they are converging in the digital age. Marketers who recognize the shared similarities and harness the strengths of both mediums stand to create more engaging, personalized, and effective advertising campaigns. By bridging these two realms, advertisers can ensure that their messages resonate with audiences wherever they are, ushering in a new era of integrated advertising excellence.


Contextual Advertising