IAB Canada to Host Webinar on Video's Role in DOOH Campaigns
2026-11-03 · via DailyDOOH
IAB Canada's Digital Out-of-Home Committee is hosting a webinar on November 10 focused on how video content performs in digital out-of-home advertising. The session, titled "DOOH in Motion: How Video Captures Attention," brings together speakers from UB Media, Captivate, Cineplex Media, PATTISON Outdoor, and Perion, according to the announcement.
For operators running networks of screens, the topic matters because more advertisers are treating DOOH as part of a broader video buy that spans connected TV, YouTube and social platforms. If agencies start planning video creative for digital signage the same way they plan for CTV, that has implications for how networks sell inventory, what creative specs they require, and how they pitch attention metrics to buyers.
According to the announcement, Michael Kingston of Captivate will present findings from research done with Adelaide, a company that focuses on attention measurement, alongside examples of video campaigns that have run on DOOH networks. Barbara Huggett of UB Media is then expected to address how video creative should change depending on the DOOH environment, including viewing conditions, dwell time and audience behavior. The announcement does not specify what research methodology was used or what metrics the Captivate-Adelaide study produced, so attendees will need to tune in for specifics.
The stated goals of the webinar include explaining what attention research says about video in DOOH, showing examples of brand campaigns across different environments, and identifying which creative choices should shift based on dwell time, screen format and viewing context. The organizers also say the session will help agencies weigh DOOH against CTV, YouTube and social video when planning campaigns.
The announcement frames the audience as primarily agency media planners and buyers, video and CTV specialists, creative teams and brand marketers, but adds that programmatic teams, publishers and DOOH technology partners may also find it useful. That is a signal that the session is pitched more at the buy side than at network operators directly, though the content around dwell time and screen format should be directly relevant to anyone managing digital signage hardware and content strategy.
No pricing, registration details beyond the November 10 date, or information about session length is included in the source material. The event is listed under IAB Canada's Digital Out-of-Home Committee programming, which has previously run sessions aimed at bridging traditional media planning practices with DOOH-specific considerations.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Join IAB Canada’s Digital Out-of-Home Committee on November 10 for ‘ DOOH in Motion: How Video Captures Attention ‘, featuring industry perspectives from UB Media, Captivate, Cineplex Media, PATTISON Outdoor, and Perion.
Video is becoming an increasingly important part of Digital Out-of-Home advertising, giving brands new ways to capture attention and extend campaigns beyond personal and household screens.
This webinar will examine the DOOH video opportunity through attention research, campaign case studies and practical creative guidance.
Michael Kingston of Captivate will share insights from the Captivate-Adelaide research, followed by examples of video campaigns in action. Barbara Huggett of UB Media will then explain how video creative should respond to different DOOH environments, viewing conditions and audience behaviours.
The webinar is intended primarily for agency media planners and buyers, video and CTV specialists, creative teams and brand marketers. Programmatic teams, publishers and DOOH technology partners will also find the discussion relevant.
Explain what attention research indicates about video in DOOH
Show how brands have used video across different DOOH environments
Identify the creative choices that should change with dwell time, screen format and viewing context
Help agencies consider DOOH alongside CTV, YouTube and social video planning
Attendees will leave with a clearer understanding of how to plan, create and evaluate video for DOOH.
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