How marketers can amplify campaign impact by marrying CTV and DOOH
Marketers are eager to connect with consumers across the entire shopping journey and are always looking for newer, smarter ways to meet their objectives
But before we dive into the strategies, let’s explore each channel.
What is CTV?
CTV simply refers to a television set that is connected to the internet. More people have been making the shift from traditional TV to internet-based networks, and, accelerated by the pandemic, brands are changing the way they engage with consumers. Looking to match audience behaviors, advertisers are looking to CTV as: 1) more people are cutting the cord on linear TV, 2) engagement with streaming platforms has drastically increased, and 3) networks like Netflix and Disney are investing heavily in producing their own content.
As the opportunity continues to grow, advertisers are moving traditional TV and digital video budgets to focus on CTV, as the medium arguably allows for more targeted advertising and a richer ad experience. Marketers are making the most of their dollars by getting a clearer view into who is seeing their ads and taking on more control over the audience they’re targeting. CTV has only become more popular over the last few years and is expected to reach $32.6 billion globally by 2026.
What is DOOH?
DOOH, a one-to-many medium focused on reaching groups of people, refers to screens and devices found outside of the home. The channel has evolved from traditional billboards and bus shelters to now include digital signage in residential buildings, gyms, grocery stores, gas stations and more.
Thanks to changing working behaviors and heightened digital fatigue, people are more excited than ever to be out and are extremely receptive to ads in the physical world. With recent advancements in data and programmatic technology, marketers can now use DOOH similarly to how they are using other digital channels within their media mix.
Advertisers are gravitating towards programmatic out-of-home as they seek to connect with audiences who are tired of tiny, invasive ads in cluttered environments such as display, search and social. Another channel experiencing extremely rapid growth and adoption, DOOH ad spend is expected to increase to $25 billion globally by 2025.
Connecting the consumer journey
It’s imperative for brands to reach their desired audiences in the right place at the right time with contextually relevant messaging. Today’s advanced technology makes it easy for marketers to leverage data and seamlessly serve ads across several channels to meet consumers in the moment.
While the environments of CTV and DOOH screens definitely differ, their overall characteristics relay similarities — they both provide marketers with the ability to deploy targeted advertisements through a highly engaging format with medium to high dwell times. To maximize a brand’s connection, marketers can effectively reach consumers through CTV while they’re indoors and then reinforce their message in the physical world as they move throughout the day.
“Brands should think of CTV and DOOH as complimentary touch points along the customer journey,” says Lorenzo Papa (Chief Revenue Officer, Captivate). “With a campaign extension on a platform like Captivate Residential, brands are afforded the same level of targeting while simultaneously achieving efficient scale without having to activate across multiple partners to reach all eligible consumers in a single household. Additionally, they can be assured their message is delivered in a brand-safe, fraud free environment.”
With today’s capabilities, brands can seamlessly activate campaigns across both platforms and, even further, execute privacy-safe retargeting campaigns. Using the anonymized IDs, brands have the ability to re-engage consumers who were exposed to a DOOH campaign at a later touch point on their CTV devices.
Making the most of video
Video is another compelling connection between the two channels. In fact, according to the OAAA, the top 10 video OOH networks have a 30% higher reach of adults aged 18-34 over cable and 31% higher than broadcast television. Several brands today are leveraging the same video assets across DOOH and CTV to execute cohesive brand messaging.
Consumer behaviors are continuing to change, and it’s important for marketers to continuously consider the best outlets to make an impact. Many people are returning to the office and engaging in more activities out of their homes. Brands should be leveraging video creatives across multiple channels to tell their story and applying data to confidently reach their target audiences in the right place at the right time.