CTV OOH —2026 Trends and Predictions

VideoElephant 2026 Trends and Predictions: 

CTV Becomes a Ubiquitous Screen Experience

In 2026, Connected TV (CTV) will move beyond the living room and CTV OOH will emerge as one of the fastest‑growing media channels, enabling advertisers to deliver TV-quality video in real‑world settings. The benefit goes beyond reach. CTV OOH creates contextual relevance, pairing curated content with real‑world environments that amplify attention and brand recall. The next era of TV isn’t about more screens. It’s about one continuous viewer experience across all of them. — Brian Cullinane, Chief Commercial Officer

Publishers Will Maximize Video and Beat AI Search Disruption 

As AI reshapes how audiences discover information, it’s clear that ChatGPT, Perplexity, Google’s SGE – and the others – show a strong preference for video, especially those with clear transcripts, metadata, and engagement signals. Knowing this, publishers will leverage video content more adeptly to attract clicks. — Johnny O’Neill, Vice President, Customer Success

Publishers Grow Revenue By Expanding International Footprint

Multilingual content is becoming essential as publishers and brands expand globally, and connect with viewers in their native languages. Conveniently, AI-driven translation and voice technology now enable automated subtitles and synthetic voice-overs. (At VideoElephant that number has increased from 10 in 2023 to 27+ now.) This scalable localization allows a single video to reach audiences worldwide, creating a truly borderless video economy. – Emma McGuire, Head of Revenue Operations

Standardized Measurement Drives CTV OOH 

2026 will be the year that CTV OOH finds its footing. While in many ways, it’s every marketer’s dream, combining accountability and reach, it’s hard to quantify. CTV OOH will benefit from new tools and technologies that enable standardized measurement, ad delivery, and attribution, giving advertisers the level of transparency and accountability they expect. – K.C. McLeod, Senior Vice President, Business Development

Personalization Becomes the Norm

Using AI, we can expect more personalized ad creative, shoppable video formats, and contextually relevant campaigns. CTV will become a channel where engagement and accountability are equally high, and advertisers can measure impact with unprecedented precision. – Victoria Vitarelli, Head of Marketing

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