Connected TV (CTV), which represents the convergence of traditional television and internet technology, has evolved from being a niche platform to one of the most powerful tools in digital advertising. Pair this with Digital Out-of-Home (DOOH), which transforms traditional billboard advertising by incorporating real time data and dynamic content, enables marketers to drive cross-channel synergies, boost performance, enhance audience engagement, and drive stronger outcomes.
The ability to track engagement across various platforms and optimise campaigns in real time will be one of the most important aspects of marketing technology in the next 12 months, according to Kochava.
Grant Cohen, GM, Measurable Extension at Kochava said: “There’s never been a good way to measure performance when it comes to traditional TV but the introduction of CTV has changed that. Advertisers are now able to target audiences based on different data sets like their interests, demographics and former purchasing habits. This is important as it means brands aren’t publishing their ads and hoping it meets the right target market, instead they are able to reach people who are more likely to engage.”
“DOOH is also going through its own renaissance. Advertisers are now able to incorporate billboards with digital screens that collate real time data, meaning they can change the billboard’s message based on different situations. Further still, DOOH is now beginning to integrate with mobile devices, creating a seamless advertising experience.”
With consumers constantly switching between screens, from TVs, laptops, smartphones, and even public digital displays, marketers need a way to track engagement across all these platforms, and this is where cross platform measurement comes into play.
Cohen continued: “By analysing data across different sources, advertisers can see how their campaigns are performing across various touchpoints. CTV can outline which ads should be shown to which viewers, while DOOH can adjust ad placements based on traffic, audience demographics, and things like weather or events happening nearby. It’s important to understand that both CTV and DOOH are mid-to-upper funnel channels, which means while both may not drive immediate sales, they will play a critical role in moving buyers down the funnel.”
Harnessing the two measurement tools means advertisers can take in a comprehensive view of their marketing efforts, allowing for more accurate measurement of cross-channel performance and revealing synergies among various marketing strategies. For example, an advertiser might use DOOH to drive awareness, then retarget those exposed to the ad with personalised messages on their mobile or CTV devices. By understanding how DOOH fits into the broader marketing ecosystem, advertisers can maximise the impact of their campaigns to achieve better overall results. It’s not rocket science, it’s data science.”
“Combined and individually, CTV and DOOH are changing the way advertisers connect with consumers. Better data, smarter targeting and real time analytics means brands can create campaigns that are not only more efficient but also make the whole process more engaging for the user. As both tools continue to evolve, there will be more ways to merge digital and physical advertising and for those marketers embracing this shift, the future looks promising,” concluded Grant.
If you want to learn more about CTV and DOOH you can watch Kochava’s free webinar on Channel Convergence: Capitalizing on Synergies Among Mobile, CTV, and DOOH. Watch here.
About Kochava
Kochava Inc. is a real-time data solutions company offering leading omnichannel measurement, multi-touch attribution, modern MMM, and campaign management for data-driven brands and platforms. We empower advertisers and publishers to measure what matters and achieve privacy-durable growth tailored to your unique KPIs. Kochava’s growth stack gives you control with a single source of truth across your omnichannel media mix and all connected devices.
With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Headquartered in the United States, the company has offices globally. For more information visit www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn.
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