CTV + OTT + DOOH: Building the Ultimate Omnichannel Strategy

Juan Pablo Sanchez-Guadarrama
Nov 4
4 min read

Why the Future Is Connected

In 2025, audiences no longer consume media on a single screen or channel. A consumer might watch a series on Roku (CTV), see a brand message on a digital billboard during their commute (DOOH), and browse related content on their phone within minutes. The lines between TV, digital, and outdoor have officially blurred.

That’s why brands that still plan “channel by channel” are falling behind. The real growth comes from omnichannel strategies — coordinated, data-driven campaigns that deliver a single narrative across multiple surfaces.

At Buo Tech, we see CTV, OTT, and DOOH not as separate channels, but as one integrated ecosystem for attention. Here’s how that ecosystem works — and how you can use it to build the ultimate omnichannel strategy.

Understanding the Core Channels

CTV — Connected Television

Connected TV refers to any television connected to the internet that can stream digital content — from smart TVs to devices like Roku, Fire TV, and Apple TV. CTV ads are non-skippable, highly viewable, and often targeted with first-party data.

According to IAB Video Ad Spend Report 2025, CTV spend in Latin America grew by 42 % year over year, surpassing traditional TV for the first time.

OTT — Over the Top Streaming

OTT is content delivered “over the top” of traditional distributors — think Netflix, HBO Max, Disney+, and YouTube TV. Advertisers can now buy inventory across ad-supported platforms using programmatic tools — achieving TV-like reach with digital-level measurement.

DOOH — Digital Out of Home

As explored in Blog 12, DOOH turns urban environments into dynamic storytelling spaces. Programmatic DOOH enables contextual messaging based on location, time, or weather. When combined with CTV and OTT, it closes the loop between home viewing and real-world engagement.

Why Omnichannel Matters More Than Ever

Audience Fragmentation

Viewers don’t belong to one platform — they move fluidly between screens. A campaign that lives only on social or only on CTV misses key moments of influence. Omnichannel integration ensures your message travels with the user.

Unified Measurement

With AI-based analytics, marketers can now measure reach and frequency across CTV, mobile, and OOH in a single dashboard (Nielsen One 2025).

Higher ROI and Brand Lift

A Magnite Study 2025 found that brands running cross-channel video and DOOH campaigns see a 29 % increase in brand recall and a 32 % increase in purchase intent vs. single-channel efforts.

How to Build an Omnichannel Strategy with CTV, OTT, and DOOH

1. Start with Data Integration

Everything begins with a unified audience graph. Combine first-party data (CRM, site visits), CTV viewing habits, and location data from DOOH providers to create a 360° view of your consumer.

At Buo Tech, our AI models merge these datasets to identify audience overlaps and sequence exposures (e.g., CTV first → mobile → DOOH reinforcement).

2. Plan Sequential Storytelling

Don’t just run the same ad everywhere. Instead, build a narrative arc:

Phase 1 (CTV): Brand introduction.
Phase 2 (OTT): Product benefits or testimonials.
Phase 3 (DOOH): Localized call-to-action.

This sequential approach can lift conversion rates by up to +40 % (Google Think Omnichannel Study).

3. Use Programmatic Pacing and Dynamic Bidding

Modern DSPs allow real-time optimization across CTV, OTT, and DOOH inventory. If a campaign underperforms on streaming, Buo’s system automatically reallocates budget to performing screens or formats.

4. Create Unified Creative Frameworks

Your CTV ad may be 30 seconds, your OTT ad 15 seconds, and your DOOH ad 6 seconds — but they should all feel like part of the same universe. At Buo, we use modular storytelling — one core concept, adapted visually and tonally for each medium.

Case Study — Omnichannel in Action

Mexico City Auto Launch Campaign

A leading auto brand partnered with Buo to launch a new electric vehicle.

Channels: CTV (HBO Max, Pluto TV), DOOH (business district screens), YouTube OTT.
Data: First-party CRM + mobility data to target commuters.
Execution: Sequential storytelling — introduce the car on CTV, retarget on mobile, reinforce on DOOH near dealerships.

Results:

41 % lift in brand awareness.
2.3× increase in test-drive bookings.
20 % lower CPL vs. previous TV-only campaign.

The Technology Behind It All

AI and Predictive Optimization

Buo’s AI engine analyzes hundreds of signals — device type, time of day, content genre — to predict where each ad will perform best. This predictive layer turns programmatic from reactive to proactive.

Cross-Media Measurement

We implement unified IDs and incrementality testing to ensure CTV and DOOH exposures aren’t double-counted. This methodology aligns with the IAB Measurement Guidelines 2025.

Creative Automation and DCO

Dynamic Creative Optimization allows CTV ads to adjust content based on context (e.g., day of week or local event). For DOOH, DCO can display geo-specific offers in real time (“Visit our store 2 blocks away”).

Challenges to Solve

Even with advanced technology, brands face obstacles in omnichannel execution:

Data Fragmentation: Different platforms use different identifiers.
Attribution Complexity: Which screen really drove the conversion?
Creative Fatigue: Audiences see the same message too often if frequency isn’t managed.
Privacy Regulations: Stricter data laws require consent-driven identity solutions (LGPD, GDPR, LFPDPPP).

Buo addresses these challenges through data clean rooms, AI-based frequency capping, and privacy-first ID solutions.

Future Trends — 2025 to 2030

CTV Commerce Integration

Shoppable CTV ads will let viewers buy products directly from their TV remote or voice assistant. Roku and Amazon are already testing this in LATAM markets (Variety).

Programmatic DOOH Meets AI Agents

Autonomous AI agents will soon decide when and where to activate DOOH inventory based on real-time city data (traffic, events, weather).

Contextual Video Targeting

Advanced AI will analyze scene content to place ads that match tone and theme (e.g., showing a fitness ad during a sports montage).

5G and Edge Computing

Faster networks will enable instantaneous creative swaps and hyper-localized DOOH triggers.

Omnichannel Attribution Becomes Reality

By 2028, cross-media attribution standards will finally unify CTV, OTT, DOOH, and mobile metrics into a single industry framework (OAAA + IAB Joint Study 2025).

One Message, Everywhere

The future of advertising isn’t about being everywhere — it’s about being coherent everywhere. When CTV, OTT, and DOOH work together under a single strategy, brands can control the narrative, optimize the journey, and measure impact with scientific accuracy.

At Buo Tech, we design omnichannel systems that turn fragmented touchpoints into fluid experiences — powered by data, driven by creativity, and guided by AI.

Ready to unify your media universe?

Partner with Buo Tech today.