Observed Signal · Oct 24, 2025 · Conference Coverage · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
CTV and OOH: The Future of Unified Digital Advertising
At the DPAA Global Summit, VideoElephant's Johnny O'Neill notes that the lines between Connected TV (CTV) and Out-of-Home (OOH) are disappearing. Audiences no longer distinguish where content is experienced, treating screens in living rooms, retail aisles, and hospitality venues as a single digital-video continuum. VideoElephant promotes its CTV OOH network, spanning 200,000+ screens across 210 DMAs in the US and Canada, to extend CTV campaigns into real-world environments with the same content and creative. A recurring theme is unlocking billions of CTV and digital-video budgets for OOH through programmatic pipes, standardized reporting, and 1:1 delivery models, enabled by automated measurement and transparent dashboards. The discussion highlights context as currency: 64% of consumers are more likely to watch a video when content and ads match their environment. Looking ahead, 2026 is seen as a milestone for unified measurement frameworks that could evaluate CTV OOH alongside CTV, linear, and online video, boosting investment and creativity.
Convergence of CTV and DOOH with upcoming measurement standardization and potential budget realignment elevates industry impact.
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Key Takeaways & Evidence Grounding
- VideoElephant's CTV OOH network spans 200,000+ screens across 210 DMAs in the US and Canada.
- DPAA Global Summit highlighted convergence of CTV and DOOH into a single digital-video continuum.
- OOH budgets are expected to unlock billions in CTV/digital-video budgets via automated reporting and 1:1 delivery models.
- VideoElephant emphasizes automated, transparent measurement and 1:1 delivery to prove impact across premium environments.
- 64% of consumers are more likely to watch a video when content and ads match the surrounding context (Hub Study).
- 2026 is anticipated to solidify unified measurement frameworks for evaluating CTV OOH alongside other video formats.
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Exploiting Synergies Between CTV and DOOH
Will Jones, Senior Director of Advanced TV and Omnichannel Activation at Adform, argues that Connected TV (CTV) and Digital Out-of-Home (DOOH) share strong synergies — both are immersive, sit in real-world moments, and can be targeted using similar parameters such as geography. In an interview filmed at New Video Frontiers 2026 in London and published by VideoWeek on 2026-05-07, Jones says buyers need richer information passed along the sell-side supply chain to better connect channels and enable omnichannel strategies. He also discusses CTV’s evolution into a performance channel and highlights ongoing innovation in the CTV space.
Future's Jamie Samuel on AI Disruption, Attribution, and Agentic Buying
In an interview with Mark Challinor, Future's VP of Commercial Product and Go-to-Market, Jamie Samuel, discusses the challenges and opportunities publishers face as AI reshapes discovery, attribution, and media buying. Future prioritizes human-written content and leverages its editorial authority through products like Future Optic, which helps brands improve visibility in AI search. The company also invests in Aperture, a first-party data platform for predictive audience modeling, to move beyond last-click attribution. Samuel predicts that agentic media buying will transform negotiations, and that publishers must adapt by focusing on outcomes, brand differentiation, and consolidation. He emphasizes the need for publishers to disrupt themselves before AI does.
Future Expands Aperture’s AI-Powered Audience Intelligence Capabilities Globally
Future announces global expansion of Aperture's AI-powered audience intelligence capabilities, and signs the UK Government Cyber Pledge.
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