Observed Signal · May 7, 2026 · Industry Analysis / Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
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.
Highlights practical cross-channel opportunities between CTV and DOOH and identifies supply-chain data gaps affecting omnichannel buying — useful for buyers, sellers and technology vendors but not a major platform or policy change.
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Key Takeaways & Evidence Grounding
- Will Jones is Senior Director, Advanced TV and Omnichannel Activation at Adform.
- VideoWeek published an interview with Will Jones on 2026-05-07 (author: Tim Cross-Kovoor).
- The interview was filmed at New Video Frontiers 2026 in London.
- Jones stated CTV and DOOH are immersive formats often targeted by similar parameters (e.g., geography).
- Jones said buyers need more information passed along the sell-side supply chain to enable omnichannel CTV/DOOH strategies.
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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.
Make CTV the Heart of Your Omnichannel Strategy
The article argues that connected TV (CTV) should be the centerpiece of omnichannel marketing. Citing a survey with Advertiser Perceptions, it notes that more than half of CTV/streaming TV advertisers already combine social media, streaming audio, or digital display with CTV, and that nine in ten advertisers view omnichannel capabilities from CTV partners as important. Measurement remains challenging due to cross-channel attribution and fragmented reporting. The piece prescribes a three-pronged approach: (1) adopt a CTV-first mindset with omnichannel as the multiplier, (2) demand unified measurement linking exposures to business results, and (3) lean into smart curation to ensure premium, brand-safe inventory. The overarching message is that platforms must deliver seamless experiences and measurable outcomes as 2026 approaches, and that advertisers who act now will be best positioned to thrive in a fragmented media landscape.
Equativ brings contextual expertise to ChatGPT Ads
Equativ, an adtech provider, has joined OpenAI's partner network for ChatGPT Ads, leveraging its expertise in contextual and native advertising. The company has developed its own campaign tool called Ad Studio, which advises advertisers on adapting messages and creatives to different stages of the purchase decision. A first campaign with BNP Paribas, its direct bank Hello Bank, and agency Havas Media France was implemented, targeting students and their families. OpenAI expanded ChatGPT Ads to 31 European markets in August and has been building a network of technology partners, including Criteo, StackAdapt, and Adform. Equativ's partnership focuses on campaign planning and design, while ad delivery remains with OpenAI, which decides which ads appear based on signals and bids. The partnership covers markets including Germany, France, the UK, and the US.
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