Robert O'Rourke and Stephen Brooks teach us about connecting CTV buyers with DOOH audiences via content adjacency

Where DOOH Meets AdTech

Summary

In this episode, Tim discusses the critical distinction between Connected TV (CTV) and Digital Out of Home (DOOH) advertising with guests Stephen Brooks and Rob O'Rourke from AdXact.io. They explore the importance of content adjacency in unlocking CTV dollars for DOOH, the impact of this integration on the advertising ecosystem, and the role of AdExact in facilitating seamless campaign activation across channels. The conversation also delves into the significance of measurement and reporting in DOOH, highlighting its advantages over traditional CTV metrics.
Takeaways

• Separating CTV from DOOH is essential for media buyers.
• Content adjacency enhances the effectiveness of advertising campaigns.
• DOOH is evolving with the integration of CTV principles.
• AdExact provides a platform for seamless campaign activation across channels.
• The ecosystem is opening up more buying streams for advertisers.
• Transparency in content adjacency is crucial for building trust with buyers.
• Omnichannel marketing is becoming a standard practice in advertising.
• Buyers are looking for easy-to-use platforms that simplify their workflow.
• Measurement and reporting are key components of successful advertising campaigns.
• DOOH offers advantages in terms of fraud prevention and real-time reporting.

Chapters
00:54 Understanding CTV and DOOH
03:38 Content Adjacency and Its Importance
05:33 The Role of AdXact in the Ad Ecosystem
08:13 Activating Campaigns with AdXact Content Adjacency Engine
10:09 How the Content Selection and Curation Process Works
17:21 Feedback from Media Buyers
19:19 Measurement and Reporting in Omnichannel Advertising
Connect with Rob here: https://www.linkedin.com/in/robert-o-abab7610/
And Stephen here: https://www.linkedin.com/in/stephenbrooksla/
News we covered:

Why Separating CTV from DOOH Matters

https://www.cynopsis.com/cyncity/ctv-and-dooh-advertising-whats-the-difference/

37% of US Marketers Shift Ad Spend from Digital to prDOOH Campaigns

https://www.martechcube.com/37-of-us-marketers-shift-ad-spend-from-digital-to-prdooh-campaigns/

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.