Atmosphere sits at the convergence of CTV and DOOH. CEO Blake Sabatinelli offers his perspective on how the market is evolving. (For more on DOOH, check out Cynopsis’ weekley DOOH newsletter.)
You have said there’s “untapped potential” for CTV in public venues. What do you mean?
A bespoke CTV experience for public venues serves two meaningful and distinct purposes, for the business itself and viewers watching. Replacing a bad linear TV experience — polarizing news, crime procedurals, and sitcoms…all on mute — with super entertaining, short-form content meant to entertain consumers for long periods of time is a win for both groups. For advertisers, there is a fundamental – and powerful – difference in someone watching TV outside of their living room. Marketers can now utilize the time of day, geographical location, and physical venue location with TV creative tailored to leverage one or all of these factors. A single video creative can take a full-funnel approach, with brand video to create an emotional connection, product visuals for greater purchase intent, and live location data driving consumers directly to a purchase location in the nearest proximity.
How are changing viewing behaviors affecting DOOH?
It is well documented that TV viewership is drastically declining in linear TV, and a growing number of consumers rarely see ads as they watch TV in their homes, outside of live sports. Even the recent growth of AVOD streaming only replaces a fraction of the ad time lost from linear. Advertisers must reach these viewers with light or no ad exposure in their home TV viewership, and differentiated video experiences like Atmosphere, GSTV, and cinema, among others, provide a valuable and meaningful new option to marketers facing this growing challenge.
What case study best illustrates the effectiveness of DOOH?
We recently worked with a large beverage advertiser and examined the purchasing habits of consumers exposed to targeted video ads across Atmosphere and compared this audience to an unexposed control group. In a six-week campaign, we saw significant results from the exposed group that increased purchasing on-premise, while lifting off-premise sales by more than 10%. With data points like these, we know that media campaigns outside the living room can have an immediate impact on-premise while influencing long-term purchasing behavior just like in-home television.
