Broadcast and Digital out of Home (DOOH) A Convergence Thru Datacasting

The digital advertising landscape is evolving, and with it, the lines between broadcast TV and DOOH are blurring as both platforms are experiencing similar needs and similar challenges. Even though broadcast is a “Lean Back” experience and DOOH is a “Passing By” experience, both need to effectively communicate their messages with minimal disruption to a person’s day. Delivering the right message to the right person at the right time is timeless and the technology available today is making this easier to do than ever before.

This paper examines the integration of dynamic content delivery via datacasting to enhance audience engagement in Digital Out of Home (DOOH) advertising. Our approach involved preloading a diverse array of content onto edge devices using datacasting technology, which was then tailored to real-time audience presence using computer vision analytics (CVA). We mixed DOOH ads with broadcast content to create a more engaging viewer experience, focusing on contextually relevant messaging based on second- and third-party data like location analytics and behavioral science insights.

Key methods included the use of multi-zone presentations, conditional content playout based on audience demographics, and the measurement of engagement through metrics like Gaze Through Rate, Session Time, and Attention Time. Trials were conducted at various high-traffic events from 2023 to 2025, where we observed the impact of content type, format, and relevance on audience interaction.

Results indicated that content that was daily updated or event-specific significantly increased audience capture and engagement. However, challenges included managing content frequency to avoid fatigue and ensuring relevance without infringing on privacy or trust. The paper discusses the potential of datacasting in not only improving DOOH but also in transforming traditional linear TV into a Connected TV (CTV) platform, suggesting a convergence that could benefit both advertising platforms.

We conclude that while datacasting provides a promising method for enhancing DOOH effectiveness, further research is needed in areas like privacy protection, content optimization, and the integration of generative AI for ad personalization. The study paves the way for future explorations into more efficient, audience-centric advertising strategies in public spaces.

Ted Korte | USSI Global | Melbourne, Fl., United States