In today's episode of OOH Insider, join host Tim Rowe, along with guests Stephen Brooks and Robert O’Rourkefrom AdXact.io, in exploring the nuances of Connected TV (CTV) and Digital Out-of-Home (DOOH) advertising.
Here's a summary of what you'll learn:
Key Takeaways:
- Distinguishing CTV from DOOH: Understanding the differences is crucial for effective media buying. While CTV involves advertising through internet-connected devices like smart TVs, DOOH encompasses digital signage in public spaces.
- Content Adjacency: This concept is pivotal in leveraging CTV strategies for DOOH. By aligning ads with relevant content, advertisers can enhance engagement and effectiveness.
- AdXact's Role: AdXact offers a platform where advertisers can manage content and screen selection seamlessly, integrating CMS, DSP, and SSP functionalities for a holistic campaign management experience.
- Measurement and Reporting: DOOH provides superior metrics compared to traditional CTV, offering real-time data and fraud prevention, which are vital for campaign success.
- Evolving Ecosystem: The advertising landscape is shifting towards omnichannel strategies, with DOOH becoming increasingly programmatic, thus opening new buying streams for advertisers.
Episode Highlights:
- Understanding CTV and DOOH: The conversation kicked off with defining these terms, setting the stage for deeper analysis.
- Content Adjacency Importance: Stephen and Rob discussed how content adjacency can transform DOOH into a more strategic advertising channel.
- AdXact's Platform: Detailed insights into how AdXact facilitates campaign activation with its content adjacency engine, making the process user-friendly and efficient.
- Media Buyer Feedback: The episode touched on real-world feedback, highlighting the platform's ease of use and effectiveness.
- Future of Programmatic DOOH: With 37% of U.S. marketers shifting budgets to DOOH, the future looks bright, driven by advanced targeting and privacy concerns in digital advertising.
Why This Matters:
The integration of CTV principles into DOOH not only enhances advertising effectiveness but also simplifies the buying process for media buyers. This evolution signifies a move towards more transparent, targeted, and efficient advertising strategies across channels.
Looking Ahead:
- Next Episode: Tune in next week for an exclusive discussion with Chris Kane from Jounce Media on OpenRTB's impact on the DOOH industry.
Check out the episode here: https://www.theoohinsider.com/dooh-ctv-content-adjacency
