Blending DOOH with CTV to Capture Holiday Shoppers in Real Time
By Greg Joseph, VP of Inventory Development at StackAdapt
This holiday season, digital out-of-home (DOOH) and connected TV (CTV) offer brands powerful tools to reach consumers where it matters. Advertisers can combine engaging CTV content with targeted DOOH screens in malls, airports, and other high-traffic spots to create a seamless shopping experience that connects with people throughout their holiday journey.
Understanding the customer journey is crucial to leveraging these channels effectively. The same person watching holiday content on a TV is the same getting in a cab with a DOOH screen, followed by heading to an airport with screens as well. As agencies and advertisers look to drive better performance, connecting these touchpoints will need to be an important part of their overall programmatic strategy.
Programmatic provides a signal-rich environment, to help drive performance irrespective of the screen that a user is on. These signals (while respecting privacy) provide a holistic view, enabling advertisers to move from standalone branding to closed-loop measurement—tying back ad views to user outcome.
As the holidays approach, CTV fills with seasonal programming, creating an ideal opportunity to align messages with viewers’ holiday interests. CTV targeting now extends beyond the home, reaching viewers on the go.
For a better understanding of the user journey, pairing CTV precision with DOOH should be an important part of campaign targeting, during the holiday season. For instance, CTV allows granular targeting, while DOOH works best with broader, location-based reach, which is ideal for high-traffic airports like JFK or LAX. Advertisers can maximize impact by pairing CTV’s precision with DOOH in these key travel spots, keeping their message present during critical moments in the consumer journey.
For effective holiday campaigns, intentional ad placements are key. Increased premium inventory offers buyers ample opportunities, but careful publisher selection and agency insights are essential for high-performing content. Targeting popular CTV events, like holiday football games, can boost engagement.
Setting clear KPIs and optimizing throughout the campaign is crucial. Avoid overly restrictive targeting that limits reach, especially since true premium CTV supply is scarce. A broader approach will allow reaching users at scale, rather than limiting supply due to granular targeting.
The true power of holiday campaigns lies in centering around the user journey. CTV and DOOH create unique, immersive opportunities for brands to engage consumers across screens both big and small. From the personal experience of watching holiday specials at home to the large screens in high-traffic places like airports, these channels allow advertisers to be highly intentional with their messaging. By focusing on the consumer journey, you can deliver impactful, cohesive campaigns that connect with holiday shoppers at every step.
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