How do OOH, CTV, and TV compare?

Short answer

Linear TV delivers unmatched simultaneous mass reach, CTV provides precision targeting and measurable performance at premium CPMs, and OOH offers the lowest CPMs with strong full-funnel lift. Campaigns that combine all three consistently outperform single-channel approaches across recall, consideration, and conversions.

What each channel is and how it works

OOH covers static and digital ads in public spaces: billboards, transit shelters, retail environments, and place-based digital screens. Reach is estimated from location data and foot or vehicle traffic rather than individual-level impressions.

CTV delivers internet-streamed TV content to screens via smart TVs, streaming devices, gaming consoles, or set-top boxes. Ads are bought programmatically with device-level impression verification and audience targeting capabilities.

Linear TV is traditional broadcast or cable TV with scheduled ads purchased by program or daypart. Measurement relies on panel-based ratings extrapolated to the broader population.

Reach and effectiveness across the funnel

Linear TV leads in simultaneous mass reach, particularly for live events such as sports, awards shows, and news that draw millions of concurrent viewers. It remains a primary driver of brand recall across broad audiences and continues to influence purchase intent for those still consuming traditional TV.

CTV extends incremental reach to cord-cutters, younger demographics, and light TV viewers. It leads in driving consideration, with the highest uplift among the three channels. Performance-optimized CTV campaigns also show strong lower-funnel signals: 66% of converters installed apps within six hours of ad exposure. Adding online or CTV video to TV campaigns increases recall by approximately 34% overall and approximately 48% for younger audiences.

OOH delivers broad market-level reach through high-traffic placements with repeated exposure in real-world contexts. One study found OOH delivers approximately twice the performance lift of TV for in-person outcomes, with a 20% median lift compared to approximately 10% for TV. OOH also produces the strongest lower-funnel result among the three channels, with a 1.7 percentage point uplift in purchase intent. Digital OOH paired with mobile retargeting converts physical exposure into measurable digital actions including website visits and app downloads. OOH contributes positively to consideration as well, at 0.7 percentage points, placing it behind CTV but ahead of linear TV on that metric.

Cost comparison

OOH carries the lowest CPMs across formats. CTV often has the highest CPMs, reflecting its targeting precision and impression verification. Linear TV sits in the middle range.

Despite higher CPMs, CTV and linear TV can deliver a lower cost per qualified reach when precise targeting and high completion rates are factored in. OOH's low CPMs make it especially efficient for sustained presence across a market.

Best use cases and how to combine channels

Each channel has a natural home in the media plan based on campaign objectives.

OOH is well suited to product launches, rebrands, and cultural moments where city or regional dominance matters. Contextual place-based formats such as airports, malls, and gyms reach category shoppers in relevant environments. Retail and forecourt placements drive immediate purchase decisions. OOH also reinforces TV and CTV messaging by extending brand presence into physical spaces.

CTV fits goals that require precise audience control: reaching cord-cutters, managing frequency at the household level, and driving measurable outcomes such as app installs or site visits. It works best when measurable efficiency matters more than lowest CPM.

Linear TV remains the core reach engine for brands targeting wide demographics, particularly for products with broad appeal. It builds credibility and awareness at scale and is most powerful during live events with large simultaneous audiences.

Combining channels consistently outperforms any single-channel effort. Multi-channel campaigns integrating TV, CTV, and OOH perform better across the full marketing funnel than single-channel efforts. A simple framework for allocation:

• To maximize awareness quickly: emphasize linear TV and OOH for broad reach, then layer in CTV to capture younger demographics and boost recall.
• For efficient targeted reach: lean on CTV and targeted OOH, using linear TV selectively for key programs or events.
• To drive intent and measurable actions: prioritize OOH with retargeting and performance-optimized CTV, using TV mainly to reinforce awareness and credibility.

How AdQuick handles OOH planning across channels

Planning out of home advertising alongside CTV and linear TV is straightforward on AdQuick's marketplace. Buyers can identify high-traffic OOH placements that extend reach into physical spaces where TV and CTV cannot follow, then pair digital OOH formats with mobile retargeting to convert that physical exposure into measurable digital actions. AdQuick's measurement tools surface in-person and online outcome data, making it easier to evaluate OOH's contribution to a multi-channel plan and optimize budget allocation across funnel objectives.