CTV and OOH Unlock Meaningful Reach as Search-Driven Discovery Loses Reliability

AI is eroding one of digital publishing’s most reliable engines: search traffic. As zero-click searches, AI summaries, and new regulations reduce clickthrough, publishers are forced to rethink how they can reach audiences. In response, many industry leaders are looking beyond traditional digital channels and toward physical distribution strategies, where formats like connected TV and out-of-home offer new avenues for growth.

To learn how to navigate this terrain, we caught up with Johnny O'Neill, Vice President of Customer Success at VideoElephant, the premium video platform and content distribution network. With over a decade of experience in digital video, O'Neill has a front-row seat to the challenges facing content creators. His argument is simple but may be surprising: publishers must move away from a single point of entry and embrace a more holistic brand presence, bringing digital promotion into the physical world.

"Publishers are losing their comfort zone online, but by diversifying into CTV and out-of-home, they can create multiple touchpoints and tell richer stories throughout the day," says O'Neill. But this strategy requires a full-scale rethink of the entire playbook. According to him, the approach is built on the principle that by acknowledging traditional models aren't working, you can gain more perspective on the genuine growth areas out there that still exist.

• Play to strengths: O'Neill says publishers can't afford to rest on their laurels: "You have to address that by focusing on the real growth areas." He says the bright spots today lie in vertical video, streaming, CTV, and out-of-home, adding "a smart publisher should be evaluating all of them." The out-of-home channel serves as a prime example of this evolution. After the industry was "hit pretty hard" and "almost evaporated" during the pandemic, O'Neill notes its post-COVID resurgence is driven largely by advances in programmatic technology that open up a "new appetite for premium content" such as video.

• Beyond the living room: O’Neill highlights that CTV in the home is foundational, but its impact can be amplified beyond it. High-dwell-time environments like bars, doctor’s offices, and salons offer an effective extension of audience reach, helping advertisers and content owners stay present across both in-home and real-world viewing moments.

In a moment where high web traffic isn't guaranteed, O'Neill says the goal becomes capturing audience attention wherever it exists, though he acknowledges monetizing this emerging hybrid channel can be a "gray area." He attributes the lack of standardization in part to organizational silos within media agencies, where different teams with different buying patterns handle OOH and CTV. His advice focuses on the practical overlap between the two channels and making a compelling case to buyers.

• Crossing the streams: "What we're trying to concentrate on is the Venn diagram in the center there, where we could make a compelling argument to a CTV buyer that this inventory, while not exactly what it is at home, has value. It could be something that's complementary to your campaigns that you're running in-home." he explains. One idea is designing for front-load branding by using subtitles, stronger visual contrast, and concise CTAs so spots perform whether audio is on and regardless of shorter dwell times.

• A focused bet: But O'Neill is quick to add a dose of realism, noting that success depends on a publisher's internal capabilities. "Publishers have to do everything and do it well, and that's not always feasible," he admits. Rather than chasing every emerging channel, he advises identifying the environments where audiences already engage and concentrating efforts there, using partners or tooling to fill operational gaps where needed.

• Commit with conviction: What matters most is moving beyond passive experimentation. The real opportunity, he argues, lies in testing with intention and acting on what works. "You have to test these emerging channels, and when you find something that works, commit to it."

For O’Neill, this is how this more holistic approach will ultimately take shape. "We're really trying to force this issue from an industry perspective, that there is a potentially underserved category here. We firmly believe that there is real value in this," he says. Publishers who invest early and define what success looks like will not only benefit from these emerging channels, they'll also help build the playbook for those who follow.