There was a time when appearing on television was a privilege reserved for multinationals with pharaonic budgets. That time is dead. Today, digital digital advertising on television has democratized access to the most prestigious media, merging the hypnotic capacity of the audiovisual format with the surgical precision of digital data.
We are facing a paradigm shift that goes beyond changing the channel. It is about how audiences consume content in 2026. The user no longer distinguishes between traditional linear broadcast, on-demand streaming or online video; they just watch content. And where there are attentive eyes, there must be a smart brand positioning itself.
For companies looking to lead their industry, understanding Connected TV (CTV) and Digital Outdoor Advertising (DOOH) is not an option, it is the only way to avoid being invisible in a saturated ecosystem.
Why is Connected TV (CTV) the new “Prime Time” for your brand?
TV is no longer the “dumb box” but the smartest device in the home. CTV combines the best of two worlds: the immersive experience of the big screen and the segmentation capabilities of digital marketing.
Unlike traditional media buying, based on GRP (Gross Rating Point) and “shooting in the air” hoping to hit the target, programmatic TV advertising allows you to impact specific users based on their behavior, interests and geolocation.
You no longer buy advertising space at a specific time; you buy audiences. If your ideal customer is a technology lover living in Valencia and intending to buy B2B software, your ad will appear on their Smart TV just when they are consuming their favorite content, regardless of whether it’s a Tuesday morning or a Sunday night.
From impression to conversion: The myth that “TV doesn’t sell”.
One of the most common mistakes in classic marketing was to see television only as a branding or notoriety tool. Today, thanks to advanced attribution technology, we can trace the user’s journey from the moment they see the ad in their living room to the moment they visit the Inprofit website from their cell phone.
Expert’s note: The key lies in Cross-Device Tracking. New technologies allow us to identify that the mobile device that just performed a search is connected to the same Wi-Fi network where the TV ad was shown minutes before.
This transforms advertising spending into a measurable return on investment (ROAS). Digital TV advertising campaigns allow you to adjust creatives in real time, perform A/B testing and optimize budgets towards the channels and time slots that really generate qualified traffic.
Do you feel that your media investment is being diluted without clear results? At Inprofit we audit your current strategy and show you where you are missing opportunities.
Digital Out of Home (DOOH): Digital screens take to the streets
If television has conquered the living room, DOOH has conquered the outdoor world. Outdoor advertising has evolved from static paper billboards to dynamic digital display ecosystems connected to the internet.
We talk about mupis in shopping malls, giant screens in downtown squares, supports in gyms or screens in gas stations. But what makes DOOH disruptive for an SME or a large company? The answer is programmatic contextualization.
Imagine you own a soft drink brand. Thanks to DOOH programmatic buying, you can set up your campaign so that ads are only triggered when the temperature exceeds 25 degrees Celsius in a specific location. Or if you run an insurance company, you can activate “road safety” creatives on gas station screens just when there is an exit operation.
Tactical advantages of DOOH in your media mix
Integrating digital displays into the overall strategy offers benefits that static advertising could never dream of:
- Creative agility: Change the message in minutes. Out of stock on a product? Launch an alternative creative instantly with no printing or setup costs.
- Geographic hyper-segmentation: Impact users at the point of sale or in your competitors’ areas of influence.
- No advertising fatigue: Being a non-intrusive medium (it does not interrupt an activity like a pop-up), the reception of the message is much more positive and natural.
The role of Artificial Intelligence in audiovisual advertising
This is where technology makes the difference between a good campaign and an excellent campaign. Artificial Intelligence not only helps us to segment, but it is redefining creativity and measurement.
At Inprofit, we use AI-powered Martech tools to analyze which visual elements of a TV or digital display ad retain the most attention. Computer vision algorithms can predict, before launching the campaign, whether a 3-second shot will work better than a 5-second shot, or whether the logo should appear in the top right corner to maximize recall.
In addition, AI is critical for real-time bidding (RTB) optimization. In milliseconds, the system decides how much to pay for an impression on a Smart TV based on the historical probability of that user converting. This eliminates budget waste and maximizes the efficiency of every euro invested.
How to prepare for the future cookieless on TV and screens?
The demise of third-party cookies has challenged traditional web advertising, but paradoxically has strengthened digital TV advertising and DOOH. These channels rely less on cookies and more on First-Party data and Device IDs or context.
Building a solid strategy today involves collecting and activating your own data. By cross-referencing your customer database (CRM) with programmatic advertising platforms, we can create lookalike audiences to find users on TV who behave exactly like your best customers.
Omnichannel synergies: The multiplier effect
We should not make the mistake of viewing digital TV advertising or DOOH as standalone islands. Their true power is unleashed when they are integrated into a 360 strategy.
Modern consumer behavior is multiscreen. It is very likely that a user will see your ad on their Smart TV while they have their cell phone in their hand checking social networks.
A winning strategy synchronizes these moments:
- Visual impact: The user sees the brand ad on CTV (high recall).
- Immediate retargeting: Minutes later, you receive a display ad or social ads on your mobile with a specific offer (call to action).
- Local reinforcement: The next day, on his way to work, he sees your brand on a DOOH digital display, reinforcing trust and familiarity.
This immersive ecosystem exponentially increases conversion rates (CTR) compared to isolated activations.
Performance measurement solutions
One of the challenges facing marketing managers is the unification of metrics. How do I compare a TV viewing with a Google click? The answer lies in the evolution of measurement models towards “Attention” and “Incrementality”.
It is no longer enough to count impressions. At Inprofit we focus on quality metrics:
- True viewability: Ensure that the ad was seen on screen and was not played in a hidden tab or off TV.
- Brand Lift: Studies that measure the increase in brand perception or purchase intent after exposure to the campaign.
- Cost per Visit (CPV): Measure how much it costs to bring a physical person to your store or website after being impacted by digital screens.
Transparency is vital. The technology platforms we use offer detailed reporting where every impact is auditable, eliminating the ad fraud that has done so much damage to the digital sector in the past.
Is your brand ready to make the leap to the big screen?
The market doesn’t wait. As you read this, your competitors are already exploring how to position themselves on streaming platforms and digital circuits in your city. The digital TV advertising and DOOH and DOOH are no longer the future; they are the most profitable present for those who know how to execute with strategy and technology.
Visibility in 2026 requires boldness, but above all, it requires data intelligence. It’s not about having the biggest budget, it’s about having the sharpest strategy. In an environment where Google’s algorithm rewards real expertise and authority, appearing in premium media like connected TV automatically transfers that authority to your digital domain.
It’s time to stop chasing customers and start attracting them with the magnitude your brand deserves.
At Inprofit we don’t just buy media; we design growth ecosystems. We have the technology, know-how and creativity to take your message from the screen to the business result.
Shall we talk about your next big campaign? Don’t let your competition occupy your space. Schedule a free strategic consultation with our Martech and Programmatic Advertising experts today. We will analyze your case, define your audiences and show you how TV and digital can work together to boost your revenue.
Marketing tecnológico en vena. Fanático de las tecnologías Martech que rompen moldes: IA generativa, blockchain, no-code, metaverso, automatización extrema… Convencido de que el futuro no se espera, se construye (y se vende muy bien).
Responsable del marketing más disruptivo y tecnológico.
