Connected TV (CTV) and Digital Out-Of-Home (DOOH) advertising are rapidly expanding channels in programmatic media buying for 2025. Advertisers are keen to capitalize on these formats because they combine the visual impact of large screens with the targeting precision of programmatic technology.

CTV involves delivering ads to viewers streaming video content on internet-connected televisions. This allows brands to reach cord-cutters and younger audiences who consume most content via streaming services instead of traditional cable TV. Programmatic buying in CTV offers granular audience segmentation, enabling advertisers to serve relevant ads based on user profiles and behaviors.

DOOH includes digital billboards, interactive kiosks, and screens in public spaces such as malls and transit hubs. Programmatic DOOH combines programmatic precision with real-time environmental data—like weather or special events—to display dynamic ads tailored to the moment. For example, a coffee ad can appear on a digital sign on a chilly morning.

Both CTV and DOOH provide advertisers with increased reach and engagement, as consumers tend to be more attentive on big screens in relaxed environments. They also offer robust measurement solutions, helping brands track impressions, engagement, and conversions more accurately than before.

The rise of these formats means advertisers must work with agencies that have strong programmatic capabilities in CTV and DOOH. Investing in these channels now provides a competitive advantage with higher-impact, data-driven campaigns.

Keywords: Connected TV advertising, programmatic CTV, DOOH advertising, programmatic out of home, digital billboard targeting.