Digital out-of-home (DOOH) has long been a powerful way to reach consumers in the physical world (think billboards, transit screens and retail displays), but what if the impact of your DOOH campaign could extend beyond the streets and into living rooms? Vistar enables advertisers to safely retarget consumers who were exposed to a DOOH campaign on their connected TV (CTV) devices, helping connect offline exposure with online video viewing.
How it works
Everything starts with location. By analyzing when and where your DOOH ads were displayed, technology can identify devices that were in close proximity to those screens at the time of exposure. These audiences are anonymized through onboarding partners to support privacy-safe retargeting.
Once anonymized, these device IDs become a gateway for running CTV campaigns. This approach helps connect offline and online channels, allowing brands to build on an out-of-home message within the context of in-home viewing for a more cohesive experience. This creates another unique touchpoint to reinforce messaging and drive deeper engagement.
How CTV and DOOH work together
Connected TV and digital out-of-home share several core strengths that make them effective partners in an omnichannel video strategy. Both channels offer brand-safe environments, 100% viewable impressions and one-to-many reach. This makes them well suited for building awareness and connecting with audiences, including cord cutters and streaming-first households.
Because both support video, CTV and DOOH can work together to deliver a consistent brand message across environments. CTV reaches audiences at home, while DOOH extends that same video storytelling into public, high-dwell spaces. With contextual targeting and interactive formats — such as clickable CTV ads and QR-enabled DOOH placements — brands can create a more connected experience while efficiently extending reach through a cost-effective mix of channels.
Repurpose existing creative
One advantage of connecting DOOH and CTV is that both channels support video, allowing them to work together naturally. Activating DOOH does not have to be complex, especially for brands that already have video assets created for CTV. The same 15- or 30-second spots can often be used across both channels, helping maintain consistency in creative and messaging.
Precision targeting meets contextual relevance
CTV retargeting ensures that your video content isn’t just seen, it’s seen in the right moments, boosting engagement and recall. This approach allows you to follow the same targeting parameters you use in your DOOH campaign. Layer audience data, contextual insights, app-specific or show-level targeting to reach the consumers that matter most to your brand — right in the context they want.
Bring your out-of-home into the home
By combining DOOH exposure with CTV retargeting, your campaigns can follow consumers from high-traffic streets to the comfort of their own living rooms. It’s a powerful way to reinforce messaging, enhance frequency and increase brand recall while delivering impactful video content in the context of entertainment they already enjoy.
Interested in learning more about CTV retargeting or other innovative solutions to reach your audience? Contact us today to see how you can extend the reach of your DOOH campaigns into the digital home.
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