There are plenty of synergies between CTV and digital out-of-home says Will Jones, Senior Director, Advanced TV and Omnichannel Activation at Adform. They’re both very immersive formats which sit in real-world moments, and in some cases are targeted using the same parameters, such as geography. But to advance that opportunity, buyers need more information to be passed along the supply-chain from the sell-side to help connect up those channels and enable omnichannel strategies.
In this interview, Jones also discusses CTV’s evolution as a performance channel, and where he’s seeing innovation in CTV. Filmed at New Video Frontiers 2026 in London.
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