Video Content Enhances Ad Effectiveness in CTV OOH

The use of content-rich video on CTV OOH (connected TV out-of-home) screens across venues deepens viewer engagement and creates a hospitable environment for relevant advertising. This is especially true in retail environments where dwell times are highest. In a report published by content provider VideoElephant, almost everyone (89%) notices content-heavy CTV OOH, making it one of the most effective ways for brands to reach their prospects. 

Surrounding those ads with relevant content has been shown to boost their effectiveness, according to the report. Sixty-four percent (64%) of viewers are more likely to watch ads in OOH environments if they’re mixed with entertainment content, creating immersive experiences that drive higher engagement, recall, and conversions.  

VideoElephant chief commercial officer Brian Cullinane says: “Streaming content that’s fun, visually interesting, and timely enhances the appeal of advertising by actually engaging viewers. Skillfully combining ads with relevant content enables advertisers to reach large numbers of captive audiences at airports, bars, waiting rooms, and the like with video that will be noticed.”

With one of the largest premium, rights-cleared video libraries in the world, VideoElephant plays a unique role in this evolving OOH ecosystem. By supplying thousands of hours of relevant content to its OOH partners, VideoElephant provides a compelling programming backdrop to their video ads.

According to Gabriel Castonguay, director of media, at Axes.ai, one of VideoElephant’s CTV OOH network partners, “What VideoElephant is offering is breakthrough and disruptive; content captures attention and cuts through ad fatigue with a steady stream of diverse videos. It makes watching advertising more appealing and selling easier.”

VideoElephant is unique in its ability to provide content from its vast library. It has scaled the delivery of high-quality video content to 200+K screens across 210 DMAs, tripling its supply partners and more than doubling its demand partners.