--- title: "When Screens Converge: What DPAA’s Global Video Everywhere Summit Revealed About the Future of CTV + OOH" date: 2025-10-23T06:07:00-07:00 author: "Denise O'Keeffe" canonical_url: "https://videoelephant.com/blog/dpaas-global-video-everywhere-summit" section: Blog --- ###### In this post... [1. CTV and DOOH Are No Longer Separate Worlds](#1-ctv-and-dooh-are-no-longer-separate-worlds) [2. OOH Is Poised to Unlock CTV Budgets](#2-ooh-is-poised-to-unlock-ctv-budgets) [3. Context Is the New Currency](#3-context-is-the-new-currency) [4. Measurement and Standardization Will Define the Next Year](#4-measurement-and-standardization-will-define-the-next-year) [5. Storytelling Is What Makes OOH Stick](#5-storytelling-is-what-makes-ooh-stick) [The Bottom Line: The Screen Has No Boundaries](#the-bottom-line-the-screen-has-no-boundaries) Back to top For those of us who live at the intersection of streaming, content, and advertising, that convergence isn’t just exciting—it’s transformational. Here are five key takeaways from the conference that highlight where the industry is headed, and how companies like VideoElephant are helping shape that path forward. #### 1. CTV and DOOH Are No Longer Separate Worlds As one panelist put it, “If you strip away the category labels, CTV and DOOH are part of the same continuum of digital video—the only difference is where the screen happens to live.” That line resonated across the summit. For years, digital out-of-home has fought to be viewed alongside other premium video channels. Now, the data, creative tools, and targeting capabilities have caught up. Advertisers are beginning to plan OOH the same way they plan CTV: audience-first, outcome-driven, and fueled by storytelling. At VideoElephant, we see this every day. Our CTV OOH network—spanning 200,000+ screens across 210 DMAs in the U.S. and Canada—extends the reach of CTV campaigns into real-world environments, connecting the same content and creative to audiences wherever they are. It’s no longer “CTV vs. DOOH.” It’s all part of one evolving digital-video landscape. #### 2. OOH Is Poised to Unlock CTV Budgets A recurring theme throughout the conference was how to **unlock the billions in CTV and digital-video budgets** that have yet to flow into out-of-home. Advertisers are already comfortable with programmatic pipes, measurement dashboards, and viewability metrics. What’s been missing is consistency—standardized reporting, creative flexibility, and assurance that OOH can deliver the same level of precision as in-home CTV. That’s changing fast. With automated reporting through various platforms and transparent 1:1 delivery models, modern CTV OOH solutions can prove impact and efficiency in the same language that buyers use for CTV. The result is a new wave of investment from brands that once viewed OOH as a “nice-to-have” supplement. When video storytelling can extend seamlessly from streaming devices to digital screens in restaurants, gyms, and hotels, it ceases to be an outlier—it becomes a natural extension of omnichannel media plans. #### 3. Context Is the New Currency Perhaps the most repeated phrase of the day was “context drives performance.” Attention, recall, and purchase intent all rise when ads appear alongside content that matches the mindset of the moment. This is where CTV OOH has an intrinsic advantage. A traveler waiting in an airport, a shopper browsing a grocery aisle, or a guest checking into a hotel are all in unique environments—each one offering a distinct opportunity for contextually aligned storytelling. VideoElephant’s own Hub Study found that **64% of consumers are more likely to watch a video that combines content and ads than an ad alone.** That insight underpins our entire programming approach: curating videos that feel native to the venue. From travel clips in airports and adventure stories in hotels to wellness content in gyms, context isn’t an afterthought—it’s the catalyst that makes screens matter. #### 4. Measurement and Standardization Will Define the Next Year Another major thread from DPAA was the collective industry push toward unified standards for measurement and attribution. With the ongoing fragmentation of media, advertisers need assurance that impressions in OOH environments can be verified, comparable, and optimized alongside CTV and digital video. Several speakers noted that 2026 will be the year when those frameworks solidify—allowing CTV OOH to be evaluated on the same playing field as CTV, linear, and online video. VideoElephant has leaned into this evolution with automated, transparent reporting and partnerships that support true accountability. For buyers, that means no multipliers, no mystery math—just a clear, 1:1 representation of performance across premium, brand-safe environments. #### 5. Storytelling Is What Makes OOH Stick Even with all the data, automation, and targeting advances, one theme rose above the rest: creativity still wins. The best out-of-home experiences aren’t static billboards—they’re dynamic, story-driven moments that capture attention in the flow of daily life. OOH succeeds when it feels like an experience, not an interruption. And video is the ideal medium for that. From a thirty-second spot at a bar to a two-minute feature in a waiting room, well-curated content transforms passive viewing into meaningful engagement. That’s why VideoElephant positions its CTV OOH offering not as signage, but as **screen-based storytelling in the wild**. It’s about bringing the quality and intentionality of CTV programming into environments where people live, shop, and socialize. #### The Bottom Line: The Screen Has No Boundaries The takeaway from DPAA’s Global Summit wasn’t just optimism—it was alignment. The ecosystem is coalescing around a shared truth: audiences move fluidly between screens, and the advertising experience must move with them. As CTV and OOH converge, the industry’s focus will shift from where content plays to how it performs. That opens powerful opportunities for innovation across media planning, creative development, and brand storytelling. For VideoElephant, that’s the opportunity we’re building for—a world where content travels as freely as its audience does, and where the same compelling video can connect brands and consumers in every environment imaginable. ![Johnny O’Neill](https://assets.videoelephant.com/team-members/_156x156_crop_center-center_none/oneill.png)###### Johnny O’Neill VP Customer Success ###### Johnny O’Neill VP Customer Success With over a decade in digital media, Johnny oversees Customer Success and Strategic Partnerships at VideoElephant. He excels in optimizing revenue streams. Beyond his professional pursuits, Johnny is a dedicated fitness enthusiast and rugby coach in New York City. [ ](https://www.linkedin.com/in/johnnyoneill1/) ###### In this post... [1. CTV and DOOH Are No Longer Separate Worlds](#1-ctv-and-dooh-are-no-longer-separate-worlds) [2. OOH Is Poised to Unlock CTV Budgets](#2-ooh-is-poised-to-unlock-ctv-budgets) [3. Context Is the New Currency](#3-context-is-the-new-currency) [4. Measurement and Standardization Will Define the Next Year](#4-measurement-and-standardization-will-define-the-next-year) [5. Storytelling Is What Makes OOH Stick](#5-storytelling-is-what-makes-ooh-stick) [The Bottom Line: The Screen Has No Boundaries](#the-bottom-line-the-screen-has-no-boundaries) Back to top ###### Stay up to date Subscribe for our latest updates and video insights #### You may also like [ ![The Impact of CTV on Political Campaign Advertising: My Takeaways](https://assets.videoelephant.com/images/_eventThumb/Impact-of-CTV-on-Political-Campaign_Blog.jpg) ###### The Impact of CTV on Political Campaign Advertising: My Takeaways Seems like 100 years ago, but back in 2008, Barack Obama reinvented political campaign advertising by capitalizing on social media to redefine - and win - the presidential election, fundamentally transforming the way political media campaigns are run. Now, CTV combined with CTV OOH - streaming... ![K.C. 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