Content

Content rich CTV OOH can pay off in viewer engagement

Photo: Adobe Stock

May 6, 2025

The use of content-rich video on CTV OOH screens can boost the effectiveness of advertising, specifically in retail environments where dwell times are highest.

That's a prime finding of a report issued by VideoElephant, a content provider.

The data revealed a majority of viewers, 89%, notices content-heavy CTV OOH and 64% are more likely to watch ads in OOH environment if mixed with entertainment content, according to a press release on the findings.

"Streaming content that's fun, visually interesting, and timely enhances the appeal of advertising by actually engaging viewers. Skillfully combining ads with relevant content enables advertisers to reach large numbers of captive audiences at airports, bars, waiting rooms, and the like with video that will be noticed," VideoElephant Chief Commercial Officer Brian Cullinane said in the release.