TVOOH: Promising more attention than TV and OOH combined.

So, why is TVOOH booming?

According to the recently released "Out-of-Home (OOH) Advertising Market" report, the OOH market is anticipated to reach USD 40.3 Billion. by 2032, witnessing a CAGR of 8.1% between 2023 and 2032.

While the OOH advertising channel was always one of the most powerful commercial advertising channels, global trends in recent years such as growing population, economic expansion and urbanization have provided further impetus to this already growing channel. Additionally, the post-pandemic world saw a more fervent return to normalcy, leading to increased exposure and attention towards OOH ads.

Another report by OAAA indicates that 65% of the top 100 OOH advertisers increased their OOH spend from 2022, whereas 20% of the top 100 OOH advertisers more than doubled their spend!

DOOH alone representing a 33% of the total OOH ad spend grew by more than 10% in 2023. The combination of a mass audience and rapid technological change are poised to bring about extraordinary revenue growth in this highly sought after media space. 

While, traditionally DOOH might have long had the perception of being a passive engagement tool, something people glance at when they are stuck in unavoidable situations, that concept is rapidly being transformed by new advancements that are bringing the scale of OOH and the attention value of TV closer together than ever.



What is TVOOH and why does it provide a massive opportunity for attention at scale?

TVOOH with its unique combination of shared audio-visual and premium content, has been a trailblazer in providing critical viewer dwell time and creating high levels of active engagement in co-viewing environments. With. a co-viewing rate of 8.6, for instance VenuEx's network of TVOOH screens provide incredible scale for impactful consumer engagement at a fraction of the ad spend.

Being strategically placed in high-traffic areas, TVOOH screens ensure that the ads displayed are seen by a large number of people who are in a more captive state of mind, often with limited entertainment options. Additionally, with the rise of programmatic advertising within the out-of-home space, contextual targeting along with traditional data signals continues to create more relevant viewing experiences for TVOOH viewers. 



How VenuEx takes programmatic TVOOH a step further by layering it with venue-based data

According to a study by Kantar, ads placed in relevant contexts (like health-related ads in healthcare settings) can increase perceived credibility by up to 40%. For example, a popular pharmaceutical company ran a TVOOH campaign at select Point-of-Care locations, promoting a new drug for type A diabetes, which led to a 30% increase in patient inquiries about the medication. This is because Point-of-Care locations are inherently associated with health and wellness. So, when ads about drugs or medications are displayed in these settings, they are automatically elevated in legitimacy because of their alignment with the context of the viewer's environment.

Built on the latest data and research in TVOOH and taking them a notch higher, VenuEx is an audience platform with one of the largest network of venue-based TVOOH screens across the country. Our 800,000+ screens in more than 100 different types of venue are enriched with data science-based curation, and delivered as efficient audiences. Leveraging Elemental’s technological infrastructure, along with venue-specific data and our contextual DMP, VenuEx delivers curated venue and lifestyle-based PMPs. VenuEx offers advertisers and SSPs innovative ways to utilize the unique advantages of Venue Based TVOOH, maximizing impact through contextually relevant environments, efficiently and cost-effectively.