How do you target audiences across both channels?

You build your audience profile using mobile location data and household demographics. You apply these parameters in your demand-side platform to reach the same consumer segments on their living room televisions and on the digital billboards they pass during their daily commute.

What pricing model applies to omnichannel campaigns?

You bid on inventory using a cost per mille model for both formats. Your platform evaluates the asking price for television spots and physical screens in real time, letting you adjust your bids based on venue quality, time of day and the specific audience segment you want to reach.

Can you cap frequency across televisions and billboards?

Yes, modern trading desks use device graphs and mobile identifiers to estimate cross-channel exposure. You set a maximum number of impressions for your campaign, and the platform stops bidding on both streaming applications and physical screens once a specific household or device reaches that predetermined exposure limit.

Why do brands combine streaming video with public screens?

Advertisers pair these formats to build broad awareness while maintaining high engagement. A television commercial captures deep attention with sound and motion, while a public screen reinforces that exact creative message when the consumer leaves their house, driving higher recall and stronger intent to purchase your product.

Do you need separate creatives for each environment?

You must format your video assets to meet the specific technical requirements of each screen type. While a television spot requires audio, public screens usually play silently. You edit your commercial to feature bold text and clear branding so the message translates perfectly to a silent physical environment.

Which self-serve platforms buy both CTV and DOOH?

Sneh Dhruv · Updated October 24, 2026

You can buy both CTV and DOOH through omnichannel self-serve platforms like StackAdapt and Yahoo DSP, taking a deal ID into your own DSP to access 757,000+ screens reachable through Trillboards and 29,000+ screens registered on our own network. These tools unify your bidding across household televisions and public screens in a single interface.

The numbers

Measure	Figure	Sample	Data window
Screens reachable through Trillboards (owned plus resold partner supply)	757,000+	757,143 counted	Oct 20, 2026
Screens registered on our own network	29,000+	29,035 counted	Oct 20, 2026
Packages carrying a deal ID a trader can paste today	2,296	46 markets	catalogue of Oct 20, 2026
Deal IDs live, rebuilt nightly as inventory moves	11,564	19 demand rails	catalogue of Oct 20, 2026
Advertisers that have cleared an auction on the network	4,603	full count	catalogue of Oct 20, 2026

Unifying Your Omnichannel Bidding

Trading desks now execute cross-channel campaigns from a single interface. The IAB Tech Lab updated the OpenRTB standard to support unified DOOH bidding alongside CTV, display and mobile. This technical foundation lets you bid on a household television and a highway billboard using the same demand-side platform. You don't need to log into separate systems or manage isolated budgets to reach your target audience across different environments.

When you buy both channels together, you balance premium placements with cost-effective reach. Programmatic CTV remains a premium format with average CPMs ranging from $25 to $45. You can offset those costs with programmatic DOOH, which delivers average CPMs between $7.24 and $10.50. A consumer banking brand can secure high-attention inventory during prime-time streaming, then reinforce that message on transit and retail screens the next morning. You control the frequency and pacing for both environments in one dashboard, adjusting your bids as you see which channel drives better engagement for your specific campaign goals.

Managing Spend Across Formats

Media buyers allocate growing budgets to these programmatic channels as audiences fragment across devices. Global programmatic CTV ad spend is projected to grow 38 percent to reach $42 billion. Consumers spend more time streaming video, and advertisers follow that attention with increased investment. At the same time, the World Out of Home Organisation forecasts global DOOH spend will reach $28 billion as more physical screens connect to programmatic exchanges.

In the United States, programmatic DOOH spend will reach $1.23 billion. The OAAA reports that DOOH represents 36.3 percent of the record $9.46 billion U.S. OOH market. Omnichannel platforms like StackAdapt, Viant and Basis Technologies give you the pacing controls to distribute your budgets across these growing pools of inventory. You set your daily spend limits and let the platform optimize delivery based on real-time pricing and availability. You can shift dollars from a CTV line item that clears at a high price into a DOOH line item that offers efficient local reach, maximizing your total impressions without exceeding your total budget.

Standardizing Venue and Audience Data

Buying physical screens requires specific location data that television inventory lacks. To solve this, the OAAA released an updated OpenOOH venue taxonomy to standardize inventory language across cross-channel planning tools. This framework gives you a consistent way to target specific environments like gyms, office buildings or gas stations. You won't face the confusion of mapping proprietary category names from different media owners.

Platforms like Yahoo DSP and Adomni ingest this standardized data so you can build precise location-based segments. You select the venue types that match your audience profile, and the platform matches those physical locations with your broader digital targeting. You evaluate the available screens and apply your bid modifiers just as you would for specific streaming applications or websites. A campaign targeting business travelers can bid aggressively on airport screens and hotel CTV inventory simultaneously, so you reach the right professionals regardless of the screen they watch.

Reconciling Measurement Models

Evaluating performance across these channels requires you to understand two distinct currency models. CTV relies on deterministic, household-level metrics. You track exact delivery to specific devices, letting you measure outcomes like a 95.2 percent average video completion rate. You'll know exactly when a commercial plays to the end, giving you confidence in your brand exposure.

Because DOOH is a one-to-many medium, it operates on a different standard. The industry relies on currency models like traffic counts, mobile panels and modeled impressions to calculate impression multipliers. This model estimates how many unique viewers saw a screen per ad play. Omnichannel platforms ingest these multipliers, translating physical foot traffic into standard impression counts. You review your consolidated reporting to see exactly how your CTV completions and your DOOH multipliers contributed to your overall campaign reach. The platform normalizes these different data streams, letting you present a unified performance report to your clients at the end of the month.

Options compared

Trillboards. Best for: Buyers executing DOOH campaigns through their own DSPs. Trillboards publishes 11,564 deal IDs live, rebuilt nightly as inventory moves.
StackAdapt. Best for: Agencies wanting unified programmatic access across channels. This omnichannel demand-side platform offers unified programmatic access for buying both CTV and DOOH.
Yahoo DSP. Best for: Trading desks building precise location-based segments. Buyers use this omnichannel demand-side platform to purchase both CTV and DOOH from a single self-serve dashboard.
Viant. Best for: Media buyers balancing budgets across growing inventory pools. Viant offers unified programmatic access for buyers looking to purchase both CTV and DOOH.
Basis Technologies. Best for: Brands managing cross-channel campaigns in one interface. This omnichannel demand-side platform lets you purchase both Connected TV and Digital Out-of-Home from a single dashboard.
Adomni. Best for: Advertisers targeting specific physical environments and venues. Adomni is an omnichannel demand-side platform offering unified programmatic access for CTV and DOOH campaigns.

Sources

Related on Trillboards

Plan this on Trillboards

Take the deal ID into your own DSP and buy the same audience as an OpenRTB 2.6 private marketplace deal. Plan it on live inventory to see the screens, weekly views and effective CPM for the audience you pick.

Frequently asked questions

How do you target audiences across both channels?: You build your audience profile using mobile location data and household demographics. You apply these parameters in your demand-side platform to reach the same consumer segments on their living room televisions and on the digital billboards they pass during their daily commute.
What pricing model applies to omnichannel campaigns?: You bid on inventory using a cost per mille model for both formats. Your platform evaluates the asking price for television spots and physical screens in real time, letting you adjust your bids based on venue quality, time of day and the specific audience segment you want to reach.
Can you cap frequency across televisions and billboards?: Yes, modern trading desks use device graphs and mobile identifiers to estimate cross-channel exposure. You set a maximum number of impressions for your campaign, and the platform stops bidding on both streaming applications and physical screens once a specific household or device reaches that predetermined exposure limit.
Why do brands combine streaming video with public screens?: Advertisers pair these formats to build broad awareness while maintaining high engagement. A television commercial captures deep attention with sound and motion, while a public screen reinforces that exact creative message when the consumer leaves their house, driving higher recall and stronger intent to purchase your product.
Do you need separate creatives for each environment?: You must format your video assets to meet the specific technical requirements of each screen type. While a television spot requires audio, public screens usually play silently. You edit your commercial to feature bold text and clear branding so the message translates perfectly to a silent physical environment.

Plan it

Open the planner in the planner to see the screens, the weekly views and the price before you book, or browse the audience catalogue.