CTV and OOH Advertising Set for 2026 Convergence, Boosting Targeted Campaigns – Friday, December 12, 2025

The convergence of Connected TV (CTV) and Out-of-Home (OOH) advertising is set to accelerate in 2026, creating fresh opportunities for advertisers to develop unified, targeted campaigns. This evolution is driven by the strategic use of data-driven insights, which enhance personalization and contextual relevance across advertising channels.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

The advertising landscape is undergoing a significant transformation as Connected TV (CTV) and Out-of-Home (OOH) advertising increasingly converge, promising to boost campaign effectiveness through integrated strategies. This merging leverages the distinct advantages of both channels—CTV’s ability to deliver precise, data-driven targeting and OOH’s broad, physical reach—to create more engaging and personalized consumer experiences. Industry leaders are placing greater emphasis on harnessing data-driven insights to optimize campaigns that span these platforms, aiming to improve engagement by ensuring ads are both contextually relevant and tailored to individual viewer preferences. Advertisers are recognizing that combining CTV’s digital precision with OOH’s tangible presence offers a powerful way to enhance the overall consumer journey and deepen brand interaction. This shift is reflected in the growing focus on cohesive advertising strategies that seamlessly blend these mediums, moving beyond siloed efforts toward synchronized campaigns that resonate across multiple touchpoints. As a result, the integration of CTV and OOH is emerging as a critical driver in the future of advertising, enabling brands to deliver messages that are not only more targeted but also more impactful in real-world environments.

Why now?

This convergence is gaining momentum due to several converging factors, including rapid advancements in data analytics and a rising demand for highly personalized consumer experiences. Over the past 18 months, brands have increasingly embraced technology to deliver more targeted advertising, recognizing the benefits of integrating multiple media channels to expand reach and deepen engagement. The growing emphasis on data-driven optimization and contextual relevance has further accelerated the blending of CTV and OOH, positioning it as a strategic priority for advertisers seeking to maintain a competitive edge in a fast-evolving marketplace.

So what?

The strategic implications of merging CTV and OOH are profound for the advertising industry. By integrating these channels, advertisers can craft more cohesive campaigns that engage consumers consistently across diverse environments and devices. This approach not only boosts brand visibility but also increases the likelihood of conversion by delivering messages that are timely, relevant, and personalized. Successfully executing such campaigns requires robust infrastructure capable of handling complex data analytics and coordinating efforts across channels to ensure seamless delivery.

What this means for you:

• For DOOH network operators: Prioritize enhancing data integration capabilities to support sophisticated cross-channel campaigns.
• For ad-tech platform leaders: Invest in technologies that enable real-time data analytics and dynamic personalization.
• For digital signage program managers: Develop strategies that capitalize on the complementary strengths of CTV and OOH to create more impactful advertising experiences.

Quick Hits

• Impact / Risk: The CTV-OOH convergence could disrupt traditional advertising models, requiring adaptation to integrated, data-driven strategies.
• Operational Implication: Organizations must strengthen their data analytics capabilities to effectively manage and optimize cross-channel campaigns.
• Action This Week: Assess current data integration processes; update the executive team on the potential impacts of CTV-OOH convergence; explore partnerships with technology providers specializing in advanced analytics solutions.