--- title: CTV OOH AND DOOH — WHAT’S THE DIFFERENCE? date: 2025-05-13T06:30:00-07:00 author: "Denise O'Keeffe" canonical_url: "https://videoelephant.com/blog/ctv-ooh-and-dooh" section: Blog --- ###### In this post... [CTV OOH: Connected TV Out-of-Home](#ctv-ooh-connected-tv-out-of-home) [DOOH (Digital Out-of-Home)](#dooh-digital-out-of-home) [How Is CTV OOH Used?](#how-is-ctv-ooh-used) [CTV OOH is a Good Investment](#ctv-ooh-is-a-good-investment) [What Else Do We Need To Know?](#what-else-do-we-need-to-know) [CTV OOH and DOOH](#ctv-ooh-and-dooh) [In Sum](#in-sum) Back to top #### CTV OOH: Connected TV Out-of-Home A distinct format where [internet-connected TV screens are placed in public venues](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/) (such as bars, restaurants, gyms, airports, and waiting rooms) and used to deliver streaming video ads *in conjunction with video content* to audiences outside the home environment. The term and practice began to gain industry traction in 2023 as ad tech companies [integrated CTV ad delivery with OOH environments](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/), offering new opportunities for brands to reach audiences in public venues. #### DOOH (Digital Out-of-Home) Digital ads displayed on public screens such as digital billboards, transit displays, and kiosks in high-traffic areas. #### How Is CTV OOH Used? Brands use CTV OOH to reach audiences who are away from home in social, dining, and travel settings where they install [internet-connected TV screens](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/) to stream content and ads. Local businesses also use it to promote in-venue events and specials, often with greater effectiveness than posters or static signage. The most successful CTV OOH campaigns are content-driven, where video ads and content are integrated. Research shows that nearly 90% of people notice content-heavy CTV OOH screens and [64% are more likely to engage with ads when paired with entertainment](https://www.exchangewire.com/blog/2025/04/24/video-content-enhances-ad-effectiveness-in-ctv-ooh/). This enables owners to avoid displaying an unending parade of ads that may or may not be relevant and instead intersperse content that people want to watch and is customized to the venue. While CTV OOH may not offer the same level of targeting as in-home CTV, it does allow for geotargeting (e.g., DMA, state, etc.), venue targeting, and content targeting, plus the [cost per thousand impressions (CPM) is typically lower](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/) than premium TV inventory. #### CTV OOH is a Good Investment CTV OOH creates a “lean-back” viewing experience similar to in-home CTV, but in a social, high-dwell environment where [audiences are often more receptive and attentive](https://www.adbutler.com/blog/article/dooh-vs-ctv-which-delivers-more-value-for-your-ad-bucks) compared to traditional DOOH placements, which may be more passive or fleeting. These screens are typically centrally located, and when ads are paired with entertainment content, they are often hard to ignore. Research shows that the large majority of people notice content on these screens, and [engagement is higher when ads are paired with relevant programming](https://www.adbutler.com/blog/article/dooh-vs-ctv-which-delivers-more-value-for-your-ad-bucks). CTV OOH also offers marketers the ability to align ads with specific content genres ensuring contextual relevance and reducing the risk of brand safety issues that can arise in some less controlled DOOH environments. This makes it [an efficient and effective way to extend an advertiser’s in-home CTV and mobile campaigns](https://www.adbutler.com/blog/article/dooh-vs-ctv-which-delivers-more-value-for-your-ad-bucks) into public spaces, creating [multiple, reinforcing touchpoints throughout a consumer’s day at home](https://www.linkedin.com/pulse/bridging-gap-between-ctv-dooh-advertising-oohinsider-njyze/) and out in the world, that boost brand recall and conversion rates. #### What Else Do We Need To Know? **Reach the Unreachables:** Venues like residential lobbies, doctors’ offices, and grocery stores, as well as bars, restaurants, gyms and many others attract desirable, often hard-to-reach demographics (e.g., young adults, sports fans, business travelers). The social context can amplify brand messaging through group viewing and word-of-mouth, which is less common with the more solitary or transient exposure of many DOOH placements. **Expand Reach Beyond the Living Room:** CTV OOH brings the power of streaming video ads to public spaces, allowing brands to reach consumers during social outings, travel, or high-dwell moments - contexts where traditional digital ads may not reach. **High Engagement and Noticeability:** Video-rich CTV OOH screens capture attention: 89% of people notice them, and engagement is higher when ads are paired with relevant content, making this channel highly effective for brand recall and action. **Cost-Effective Scale:** CPMs for CTV OOH are significantly lower than for premium TV spots, making it an attractive option for brands seeking broad reach without the high costs of national TV. **Localized and Contextual Messaging**: Brands can tailor ads to specific venues or regions, [making campaigns more relevant ](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/)to local audiences and driving immediate action (e.g., promoting a nearby event or special offer). **Complement Omnichannel Strategies:** CTV OOH can be[ integrated with in-home CTV, mobile, and other OOH campaigns](https://www.linkedin.com/pulse/dooh-ctv-thats-good-thing-tim-rowe-kedoe/) to reinforce messaging and create multiple touchpoints, boosting overall campaign effectiveness and conversion rates. #### CTV OOH and DOOH **Feature** **CTV OOH** **DOOH** **Content Type** Streaming video, live events, entertainment Static or dynamic digital signage **Venue** Bars, restaurants, gyms, airports Billboards, transit, retail, kiosks **Audience Experience** Social, high-dwell time, group viewing On-the-go, often brief exposure **Engagement** High (paired with relevant content) Moderate (depends on placement) **Targeting** Contextual (by content/venue), geo-targeting Contextual (location, time), less granular **Cost Efficiency** Lower CPM than in-home CTV, premium feel Can be high relative to CTV **Brand Safety** High (controlled content environment) Varies by placement #### In Sum CTV OOH is now a distinct and fast-emerging advertising genre that blends the strengths of CTV and OOH by delivering engaging, video-rich ads to audiences in public venues. For brand marketers seeking new channels to promote products or services, CTV OOH offers high visibility, strong engagement, cost efficiency, and the ability to complement broader omnichannel strategies-making it a [compelling addition to the modern marketing mix](https://www.theoohinsider.com/blog/dooh-is-not-ctv-and-thats-a-good-thing-for-dooh-and-ctv/)**.** - **Growth and Innovation:** CTV OOH is poised for [rapid growth](https://www.adexchanger.com/digital-out-of-home/ad-tech-companies-are-trying-to-make-ctv-out-of-home-happen/) as more venues adopt connected screens and as ad tech platforms refine targeting and measurement capabilities. - **Content Integration:** Expect deeper integration of entertainment and branded content to [maximize engagement](https://www.exchangewire.com/blog/2025/04/24/video-content-enhances-ad-effectiveness-in-ctv-ooh/) and dwell time. - **Programmatic Buying:** As with DOOH, [programmatic ad buying ](https://broadsign.com/blog/out-of-home-in-2025-advertising-trends-to-watch-from-industry-experts/)will streamline access and targeting for CTV OOH inventory. - **Measurement Advances:** Improved analytics will help marketers better [attribute impact](https://www.onescreen.ai/blog/why-ooh-ads-are-the-missing-piece-to-your-connected-tv-ctv-ad-campaigns/), optimize campaigns, and justify increased investment in this emerging channel. ![K.C. McLeod](https://assets.videoelephant.com/team-members/_156x156_crop_center-center_none/photo_2024-03-18-154917_vxsp.png)###### K.C. McLeod SVP of Demand & Strategic Partnerships ###### K.C. McLeod SVP of Demand & Strategic Partnerships K.C. spearheads the Business Development team at VideoElephant, and was the first U.S. hire. With a robust 15-year tenure in media, he has navigated diverse landscapes including digital publishing, music video, and feature films, fostering extensive expertise. [ ](https://www.linkedin.com/in/k-c-mcleod/) ###### In this post... [CTV OOH: Connected TV Out-of-Home](#ctv-ooh-connected-tv-out-of-home) [DOOH (Digital Out-of-Home)](#dooh-digital-out-of-home) [How Is CTV OOH Used?](#how-is-ctv-ooh-used) [CTV OOH is a Good Investment](#ctv-ooh-is-a-good-investment) [What Else Do We Need To Know?](#what-else-do-we-need-to-know) [CTV OOH and DOOH](#ctv-ooh-and-dooh) [In Sum](#in-sum) Back to top ###### Stay up to date Subscribe for our latest updates and video insights #### You may also like [ ![DIGITAL OUT OF HOME FOR THE HOLIDAYS](https://assets.videoelephant.com/images/_eventThumb/OOH_Blog-V2.jpg) ###### DIGITAL OUT OF HOME FOR THE HOLIDAYS NEW YORK, December 12, 2024 -- Digital Out of Home (DOOH) is hot this season and according to a new report from VideoElephant conducted by Hub Entertainment Research, video is a key driver of DOOH’s appeal. And that doesn’t mean just video ads. ![Victoria Vitarelli](https://assets.videoelephant.com/team-members/_author/vitarelli.png) Victoria Vitarelli Dec 12, 2024 ](https://videoelephant.com/blog/dooh-new-research-report) [ ![Driving Ad Potential: How Contextual Video Powers Digital Out Of Home](https://assets.videoelephant.com/images/_eventThumb/DOOH-blog.jpg) ###### Driving Ad Potential: How Contextual Video Powers Digital Out Of Home Digital Out of Home (DOOH) - or CTV Out of Home - may be the biggest thing happening in digital advertising right now even if the category is not yet well-understood. The similarity to CTV itself is clear - quality video content on high definition connected devices, streamed within ad-supported... ![K.C. McLeod](https://assets.videoelephant.com/team-members/_author/photo_2024-03-18-154917_vxsp.png) K.C. McLeod Dec 2, 2024 ](https://videoelephant.com/blog/driving-ad-potential-digital-out-of-home)