From IRL to CTV, OUTFRONT Helps Brands Meet Consumers Where They Are

January 27, 2026

Look, we know the deal.

No matter how impactful and effective IRL advertising may be, we’re never going to get brands to give up advertising on TV.

But here’s a little secret.

We don’t want them to!

It’s because combining IRL and television maximizes the impact of both, increasing the ROI of TV-alone campaigns by 18% (SOURCE: Analytic Partners).


The one-two punch has been proven to drive significant lifts, both in terms of brand outcomes like fame (+96%) and esteem (+76%) and business outcomes like market share (+34%), profit (+23%), and customer acquisition (+61%) (SOURCE: Rapport/IPA Mediabank/Peter Field).

And for brands who want to seamlessly integrate a campaign across the real world and the screen world, OUTFRONT is now your one-stop shop. We now offer OTT/CTV media alongside our IRL offerings!

We’ve been longtime advocates (and facilitators) of combining IRL advertising with mobile to take advantage of the opportunities retargeting provides to drive a message home to a first-party, real-world audience. Now, those opportunities are more compelling than ever.

Here’s how it works.

When someone passes through the media’s viewshed (the physical area from which it is visible), we collect the mobile ID of their device. Then, when they go home and connect to their WiFi, the other devices on the network are then recognized as reaching the same audience.

Knowing that someone was exposed to the billboard, the brand can then continue the conversation across their devices and properly attribute footfall and online conversions – a layer of measurement most CTV providers do not offer.

IRL retargeting is 99% accurate (SOURCE: GroundTruth) and best of all, it’s totally privacy compliant. Personally identifiable information is never collected. No name, no home address. You are literally just a number. (Or a GUID if you want to be literally literal.)

CTV retargeting helps amplify the right messages and deliver them to the right audiences across over 1,000 publisher channels and streaming apps like Amazon Fire TV, Roku, and Sling TV.

But for best results, the mad scientists of media mix are combining IRL advertising with both OTT/CTV and mobile formats, an ad stack proven to drive 11% higher visitation rates and a 27% lift in campaign ROI (SOURCES: GroundTruth, Analytic Partners).

We’re well aware that a big reason that marketers and media buyers trust IRL is for its brand-safe, fraud-free environment. We’ve partnered with third-party experts like Integral Ad Science, DoubleVerify, and TRUSTe to ensure the same peace of mind on the OTT/CTV side. We are TAG-certified, MRC-accredited, and fully compliant with GDPR and CCPA.

IRL advertising meets consumers where they’re at when they’re out of home. Adding OTT/CTV reaches them when they’re in.

Is it time for a campaign with total coverage? Contact OUTFRONT today to get started!

Author: Jay Fenster, Marketing Manager @ OUTFRONT

Links to third-party content are not endorsed by OUTFRONT Media. Past performance may not be indicative of future results. OUTFRONT does not guarantee specific results or outcomes.