This month, some of the brightest minds in video marketing gathered at the DPAA (Digital Place Based Advertising Association) Global Video Everywhere Summit in New York City. A clear theme emerged: the lines between digital video marketing - especially Connected TV (CTV) - and Digital Out-of-Home (DOOH) advertising are rapidly fading.

This is due in part to the rapidly increasing sophistication around OOH measurement. As this improves, so does the ability to unlock more budget by showcasing tangible outcomes. More than ever before, we can now show clients the impact of their campaigns in the real-world - not just on the mobile or desktop digital screen.

Better Measurement, Bigger Opportunity

For years, brands have defaulted to all-digital and 100% online strategies because they were the most measurable and easiest to report back to their CMOs. But that means neglecting a more holistic campaign approach, leaving behind opportunities to reach consumers in the real-world in creative and engaging ways. That’s changing - fast - as we find new ways to unify measurement and demystify the impact of digital OOH activations. In fact, at Panoply, we consistently utilise effective methods to better measure the impact of more traditional OOH activations too.

But as always, success isn’t just about simply adding a new OOH dimension to our campaigns, or reinvigorating the billboard as an ad unit. It’s about effective storytelling, and reaching the consumer where they are, at the right time, with the right creative and format.

Creating a Unified Storytelling Experience

At Panoply, we’ve helped brands move from siloed “CTV and online video buys” and “OOH buys” to integrated storytelling strategies built around audiences, not ad units. The challenge now is to engage the consumer watching Love Island on Roku tonight and reach them again tomorrow - at the gym, in transit, or at the coffee shop - with contextually aligned creative which is a continuation of the same story.

Reaching Consumers Where they Are

Long-form video has its place in living rooms and streaming apps, but shorter, punchier OOH creative is what captures attention in motion - in cars, airports, gyms, or retail spaces. When those messages align with CTV storytelling, the result is a seamless, high-frequency narrative that drives both awareness and action. Think of it like an introduction, followed by regular reminders. This unified approach also enhances both reach AND frequency. Previously, advertisers might go all-in on traditional TV buys - driving reach with 30 or 60-second spots and frequency with shorter hits. This gobbled-up budget fast. Now we allow digital video to cover the reach element, and lean more heavily on OOH for the frequency part. Much more cost-effective.

The Panoply team has consistently find ways to harness the power of cohesion and creativity when it comes to partnering digital video with OOH experiences, as evidenced by our work with the likes of NotCo, Fizz, Wesson, Instacart, Gardisil and the National Film Board of Canada.

At Panoply, we’re helping brands maximize the convergence of CTV and DOOH, delivering campaigns that stay top-of-mind long after the first impression. The best is still ahead for those ready to embrace this shift.

Are you ready to maximize the impact of the convergence of CTV and DOOH? Let’s talk.