Why OOH Ads are the Missing Piece to Your Connected TV (CTV) Ad Campaigns

In today's modern advertising and marketing landscape, Connected TV (CTV) has become a powerful tool for brands looking to engage their target audience with precision and creativity. Its ability to deliver targeted ads to specific demographics makes it an indispensable part of any digital marketing strategy.

However, to maximize the impact of your CTV campaigns, it's worth considering a complimentary channel that can amplify your reach and effectiveness while having measurement capabilities—Outdoor Advertising, or Out-of-Home (OOH) Advertising.

In this post, we’ll explore why OOH ads make perfect sense for brands that already invest in CTV, and how the synergy between these two can take your marketing efforts to the next level.

The Power of Dual Channel Marketing

Combining CTV with OOH advertising creates a robust multi-channel marketing strategy that allows you to engage your audience both online and offline. Here are some compelling reasons to integrate OOH ads into your CTV campaigns:

1. Measurable Impact

One of the primary reasons brands love CTV is its measurability. You can track demographic engagement rates, conversions, and more. OOH has traditionally been harder to measure, but with advancements in digital out-of-home (DOOH) technology include using Artificial Intelligence, (AI), the game has changed.

Modern OOH ads can be tracked and measured, providing detailed insights into reach and effectiveness down to the firmographic targeting agreed upon early in the campaign. This means you can apply similar metrics to both CTV and OOH campaigns, making it easier to gauge overall performance. Attribution is the big challenge for marketers, and both OOH ads and CTV can help paint a clearer picture on where ROI is coming from.

2. Enhanced Brand Exposure With the Missing Marketing Mix Piece 

By diversifying your advertising channels, you increase your brand's exposure. Imagine your potential customers seeing your ad while watching their favorite show on Roku and then encountering a similar message on a billboard while commuting. This consistent and repeated exposure helps reinforce your brand message, making it more likely to stick.

3. Real-World Engagement

While CTV ads engage viewers in the comfort of their homes, OOH ads capture their attention in the real world. Whether it’s a digital billboard, transit ad, or a screen at a gas station, these ads can reach consumers at various touch points throughout their day. This multi-faceted approach ensures your brand stays top-of-mind.

4. Targeting Precision

Modern OOH advertising offers sophisticated targeting capabilities. By using geo-fencing and demographic data from dozens of data sources, our proprietary ad planning platform can place your ads in locations where your target audience is most likely to see them.

This means you can complement your contextual CTV campaigns by ensuring that the same people who see your ads on TV also encounter them during their daily routines. By providing retargeting lists, we can help marketers truly plan and execute omnichannel campaigns after the ad is seem.

5. Increased Foot Traffic and Sales

OOH ads can drive immediate action. Whether it's prompting someone to visit your store, check out your website, or make a purchase, these ads can have a direct and measurable impact on your business.

How to Successfully Combine CTV and OOH Ads

To make the most of your dual-channel ad strategy, follow these steps:

Step 1: Define Clear Objectives

Determine what you want to achieve with your combined CTV and OOH campaigns. Whether it's increasing brand awareness, driving sales, or enhancing engagement, having clear goals will guide your strategy. Working with experts in OOH and CTV media planning will help ensure those objectives are met.

Step 2: Cohesive Creative Strategy

Ensure that your ads across both channels maintain a consistent look and feel. This cohesion reinforces your brand identity and message, making it more memorable. Make sure the visuals and message align with what you say on your website or where your CTA sends this audience.

Step 3: Utilize Data and Metrics

Leverage data to track the performance of your campaigns. Use the insights gained from your CTV metrics to inform your OOH strategy, and vice versa.

Step 4: Test and Optimize

Continuously test different creatives, locations, and timings to find the optimal mix for maximum impact. Use the feedback and data to refine your approach and improve results over time.

Putting Together the (Missing) Pieces

The synergy between CTV and OOH advertising offers a powerful combination for modern marketers. By integrating these two channels into your overall ad mix, especially with digital buys showing diminishing returns, you can create a comprehensive and effective advertising strategy that engages your audience both online and offline, driving better results and maximizing your ROI.

Ready to learn how OOH is the missing piece to your CTV and overall marketing mix?

Explore how our advanced outdoor advertising planning platform can help you seamlessly integrate CTV and OOH campaigns.