As advertising technology continues to evolve, a new concept is emerging, and that's CTV OOH (Connecting TV and Out-of-Home). This week, Nexxen (formerly Tremor International) announced an integration with out-of-home advertising technology platform TaiV, expanding its CTV campaigns to TV screens in restaurants and sports bars. In the world of marketing, it seems that something new often comes from reinventing traditional methods, especially when it comes to reaching as many audiences as possible through television.
CTV OOH is expected to provide "additional scale" to traditional CTV campaigns, said John Rogers, vice president of global business development at Nexxen. Typically, brands that focus more on one-to-one targeting than reach don't invest too much in out-of-home communications**, although enough scale may be enough to prompt some advertisers to reconsider this stance.
CTV OOH: The perfect combination of tradition and innovation.
The rise of CTV OOH marks a giant leap forward for the advertising industry, more than just a simple integration of connecting TV and out-of-home communication, but a perfect combination of tradition and innovation. Through Nexxen's synergy with TAIV, the brand was able to expand its CTV campaigns to venues such as restaurants and sports bars for wider communication.
One of the biggest benefits that comes with this integration is the additional scale it provides for traditional CTV campaigns. Often, brands ignore out-of-home communications in their quest for a more precise target audience**, however, the advent of CTV OOH has changed the landscape. Sufficient size means more potential audiences, which is undoubtedly a rare opportunity for some advertisers who are focused on brand awareness and influence.
The unique value of CTV OOH.
CTV OOH is not just about connecting two advertising methods, it has a unique value behind it. By displaying ads on TV screens in restaurants and sports bars, brands can deliver a message while consumers are entertained, enabling closer interaction between the brand and its target audience.
In this digital age, consumers' entertainment experience is no longer limited to traditional TV**, they are more inclined to enjoy rich content in social places. The advent of CTV OOH caters to this trend, providing brands with the opportunity to connect in non-traditional venues. By displaying ads on TV screens in restaurants and sports bars, brands can leverage consumers' leisure time to create a more engaging advertising experience that increases brand awareness and favorability.
An opportunity for brands to re-examine.
For brands that used to focus primarily on one-to-one targeted marketing, the emergence of CTV OOH could be an opportunity to revisit. While one-to-one targeting is still a goal that many brands pursue, by integrating CTV and OOH, brands have the opportunity to reach a larger ** beyond their traditional target audience.
Adequate scale may be the reason why some advertisers are reconsidering their money on OOH**. By displaying ads on TV screens in places like restaurants and sports bars, brands are able to reach audiences that may not be easily accessible in their daily lives, expanding their reach.
Epilogue. The advent of CTV OOH has opened up new possibilities for the advertising industry, and the combination of connected TV and out-of-home communication not only provides additional scale, but also creates opportunities for brands to connect in non-traditional venues. The rise of this trend will not only affect the marketing strategy of brands, but also lead to a new direction for advertising technology. In the digital age, brands need to constantly innovate and combine traditional and modern means to stand out in the highly competitive market and win the attention and trust of consumers. The emergence of CTV OOH is the embodiment of this innovative force, indicating that the future of advertising will be more diversified and innovative.