DOOH Advertising

How connected TV, OOH advertising is transforming how brands capture attention

As brands seek to break through the ad clutter and connect with audiences in meaningful ways, content-rich CTV OOH stands out as the most powerful solution in today’s attention economy.

Photo: Generated by AI. Adobe Stock.

June 4, 2025 by K.C. McLeod — SVP of Business Development, VideoElephant

The fusion of Connected TV and Out-of-Home advertising is transforming how brands capture attention in public spaces.

In 2025, this convergence is not only more popular than ever, but its effectiveness is being supercharged by the integration of high-quality video content with advertising, a modern validation of the enduring principle that "content is king" and as always, content drives eyeballs, attention and engagement and therefore, ad spend.

CTV OOH's meteoric rise: The data behind the trend

Digital video ad spend is experiencing explosive growth, projected to hit $72.4 billion in 2025 — 14% increase over 2024 — with CTV ad spend alone expected to reach $26.6 billion, outpacing both online and linear TV. This momentum is mirrored in the physical world, where CTV OOH screens are proliferating in high-traffic venues like airports and retail stores, delivering premium video content and advertising to audiences on the move.

A recent report from VideoElephant underscores just how effective this approach is: 89% of people notice content-heavy CTV OOH screens, making them one of the most effective ways for brands to reach prospects. In retail environments, where dwell times are highest, the impact is even more pronounced.

To that end, CPMs for CTV OOH are lower than for premium TV spots, making it an attractive option for brands seeking broad reach without the high costs of national TV. And while this approach may offer less granular targeting than in-home CTV, it allows for geotargeting by venue location or state, and, once again, the CPM is typically lower than premium TV inventory.

Video content: The secret sauce for ad effectiveness

What sets effective CTV OOH apart is the strategic integration of advertising with high-quality, relevant video content. According to the same report referenced in OOH Today, 64% of viewers are more likely to watch ads in OOH environments when they're paired with entertainment content, creating immersive experiences that drive higher engagement, recall, and conversions.

We have also noticed that streaming content that's visually interesting, fun, and timely enhances the appeal of advertising by actually engaging viewers. This blend of content and advertising doesn't just grab attention, it holds it, breaks through ad fatigue, and makes the advertising experience more appealing and effective. Gabriel Castonguay, director of media at Axes.ai, describes the impact as "breakthrough and disruptive; content captures attention and cuts through ad fatigue with a steady stream of diverse videos.

Content is king — still true after 20-plus years

The phrase "content is king," first popularized by Bill Gates nearly three decades ago, has never been more relevant. In today's OOH environments, where consumers are bombarded by a cascade of ads, high-quality content is a crucial differentiator. A content-rich roster combats ad blindness by breaking up the monotony, making the ad experience more effective.

This approach is particularly important as consumers become increasingly adept at tuning out traditional advertising. By integrating compelling video content, CTV OOH screens attract and sustain attention, driving higher engagement and brand recall. Screen owners can also be sure that the message aligns with the audience's immediate interests and surroundings, and adding the video element only deepens the engagement.

Programmatic and data-driven innovation

The effectiveness of CTV OOH is also enhanced by advances in programmatic digital OOH. Programmatic tools now allow advertisers to launch highly targeted, data-driven DOOH campaigns, maximizing relevance and ROI. Media owners can activate and monetize screens across multiple venues, while advertisers benefit from the ability to deliver highly relevant content to specific audiences at the right time.

This programmatic shift is narrowing the gap between online and offline attribution, allowing brands to measure the impact of their campaigns more accurately. In-store media, enriched with data on customer behavior and preferences, enables even more effective targeting and maximizes return on ad spend.

Omnichannel synergy: CTV and OOH together

The synergy between CTV and OOH is unlocking new opportunities for brands:

• Expanded Reach: Engaged audiences at home and OOH deliver consistent messaging across channels.
• Higher Engagement: Content-rich environments drive attention and interaction, making ads more memorable.
• Measurable Results: Advanced analytics enable brands to track the impact of campaigns, from foot traffic to conversions.
• Creative Flexibility: Tailoring content and ads to specific venues, audiences, and contexts maximizes relevance and impact.

With CTV now seen as a "must buy" by 68% of marketers and digital video capturing nearly 60% of all TV/video ad spend, the momentum behind CTV plus OOH is undeniable. The integration of high-quality video content is central to this growth, helping brands break through the noise and connect with consumers in meaningful ways.

The bottom line: Content-driven CTV OOH is the future

The latest research is clear: video content dramatically enhances the effectiveness of advertising in CTV OOH environments for less than the cost of premium TV inventory. With nearly nine out of 10 people noticing these screens and a majority more likely to engage when ads are paired with entertainment, the integration of compelling video content is setting a new standard for out-of-home advertising.

As brands seek to break through the ad clutter and connect with audiences in meaningful ways, content-rich CTV OOH stands out as the most powerful solution in today's attention economy.

About K.C. McLeod

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