6 reasons why TVOOH needs to be an integral part of your marketing mix.

Apr 19

The evolution of Out-of-Home (OOH) advertising has been nothing short of remarkable. From its humble beginnings with static billboards and posters, OOH has gradually transformed into a sophisticated and dynamic medium through the integration of digital technology. The advent of Digital Out-of-Home (DOOH) advertising has been a game-changer in advertising, leveraging cutting-edge technology to deliver targeted and engaging content in real-time. And with the addition of programmatic ad tech to the DOOH mix, advertisers can harness a wealth of data sources, including location data, audience demographics, and real-time environmental factors to create highly personalized and contextually relevant campaigns that captivate audiences on a whole new level.

With a projected ad spend of $45 billion USD by the end of 2027, DOOH advertising is undoubtedly one of the fastest growing advertising channels today however, it is the relatively untapped potential of TVOOH that needs to be appropriately addressed and awarded its due share.

What is TVOOH, you ask?

Ever caught yourself get engrossed by a dental infomercial while sitting in the waiting room for your dentist's appointment? In this scenario, being at a point of care setting, you're much more likely to be receptive to such contextual content. Or consider this: While watching your favorite game at a bar with friends, an ad pops up displaying a discount code on a new line of your favorite beer. The chances of you redeeming this offer in a bar setting with your wallet handy are much higher as opposed to when the same ad is shown to you in your living room. This is why TVOOH is ad tech's best kept secret - delivers the reach and scale of DOOH at attractive CPMs, with the impact and conversions of premium CTV.

If you still need more convincing as to why TVOOH should be getting a slice of your marketing pie, and maybe even the lion’s share, here’s a few cold hard facts:

Everyone hates cookies (except for legacy ad platforms):
TVOOH delivers contextually relevant ads without relying on user data, which is truly a boon in the increasingly privacy compliant digital advertising ecosystem. And by automating the purchase and delivery of TVOOH ads, programmatic has taken the guesswork out of TVOOH advertising, allowing advertisers to deliver relevant and personalized ads the same way that is characteristic of CTV ads.

Massive scale:
Buying a campaign over a digital signage network doesn’t have to require making 50 different phone-calls. Where TVOOH delivers programmatic ease and automation for advertisers, VenuEx augments the transaction by bringing together an extensive network of screens and media partners in over 800k screens all over the country. With our massive footprint you can rest assured that your campaign will never miss an impression.
Venue-centric curation:
By providing venue-based audience curation from across scores of publishers, VenuEx enables the effective use of your marketing budget focused on the most relevant consumers in contextually relevant environments, amplified by ElementalTV's CTV infrastructure to reach your target audiences at scale.
Audience engagement in novel ways:
By placing your hyper-targeted ad in a strategic location, you get the opportunity to have your brand interact with consumers in an engaging and exciting manner. This could be in the form of a QR code displayed on a TVOOH screen, inviting a consumer to scan the code for savings or additional information. The conversation then moves from the outside world to the consumer’s personal device, allowing brands to connect with consumers on a more personal level.

Cross-Channel Integration:
A 2020 marketing automation report by Omnisend Research highlighted that brands using 3 or more marketing channels have a 287% higher purchase rate compared to campaigns that focus on only one channel. By reaching consumers across multiple touchpoints including web, mobile, TV, connected devices and TVOOH screens, advertisers can deliver cohesive and consistent brand messages to their target audiences, resulting in more impactful and memorable brand experiences.

CTV + DOOH:
A match made in advertising heaven: A blend of DOOH and CTV in an omnichannel advertising mix is a synergy not to be missed at any cost. With both channels known for their premium inventory that can’t be skipped or ignored, extending a campaign’s reach from CTV to DOOH or vice versa increases ad recall, brand recognition, and awareness. However, for advertisers who think OOH is not their territory, know that TVOOH, the largely untouched and misunderstood area is actually a winning combination of both DOOH and CTV. The ability to target viewers who otherwise only watch ad-free streaming and, therefore, aren’t accessible through traditional streaming campaigns, TVOOH essentially promises to extend your audience reach. Add low effective cost per impression to that and the fact that many of VenuEx's locations average 7 or more consumers per ad view, even as little as 15% allocation of your CTV budget to TVOOH can result in double your total audience reach!