Connected TV Advertising: Opportunities and Strategies
CTV Advertising in 2025: With a 17% surge in ad spend, 240 million viewers, and double the ad recall of linear TV, Connected TV is reshaping how brands achieve reach, engagement, and measurable impact.
As streaming becomes the default way people watch TV, Connected TV (CTV) advertising is rapidly transforming how brands reach audiences at home. CTV blends the visual power and scale of traditional television with the targeting, measurement, and flexibility of digital marketing—creating new opportunities for advertisers to connect with engaged viewers in a premium environment.
Why CTV Matters
The shift from cable to streaming—known as cord-cutting—is accelerating. In 2025, CTV is the fastest-growing media channel, with UK advertising spend projected to hit £2.94 billion by 2028-29. This growth is driven by:
Massive Reach: Streaming platforms like Netflix, Amazon Prime Video, and YouTube are now household staples, with millions of viewers spending hours on long-form content79.
Programmatic Buying: By 2025, 70–75% of CTV ad transactions will be programmatic, enabling real-time bidding, automation, and more efficient ad spend1.
Ad-Supported Streaming: The rise of ad-supported tiers on major platforms is giving brands more inventory and viewers more choice at lower price points9.
Engaged Audiences: Viewers are highly attentive during long-form streaming, making CTV ads more impactful than many digital formats7.
Top Strategies for CTV Success
1. Audience Targeting and Expansion
CTV allows for sophisticated targeting using first-party and third-party data, including demographics, interests, and even viewing behavior3. Marketers can build custom segments or use contextual and genre-based targeting to reach the right viewers. Audience expansion tools help find new prospects who share traits with your best customers3.
2. Cross-Device Integration and Retargeting
CTV works best as part of an omnichannel strategy. Track viewers who see your CTV ad and retarget them on their mobile, tablet, or desktop with display or native ads, reinforcing your message and driving action24. Cross-device tracking ensures a seamless user journey and can significantly boost conversions.
3. Frequency Capping and Ad Fatigue Reduction
To avoid annoying viewers, implement frequency caps so the same person doesn’t see your ad too often. Studies show that excessive repetition can reduce attention by 14% or more2. Smart frequency management helps maintain positive brand perception.
4. Competitor Conquesting
Leverage data from smart TVs to identify viewers exposed to competitor ads and target them with your own messaging at a lower cost than traditional TV2. This precision can help you win market share more efficiently.
5. Creative Consistency and Innovation
Maintain a consistent brand voice and visual identity across all platforms. Take advantage of CTV’s interactive capabilities—such as QR codes, clickable overlays, or dynamic creative—to drive direct response7. For example, a fitness app used a CTV ad with a QR code, resulting in a 22% spike in app installs.
6. Measurement and Attribution
CTV-specific analytics and attribution tools allow you to track performance, optimize campaigns, and prove ROI. Use pixels or third-party integrations to measure not just online conversions, but also brand lift and foot traffic5. Real-time reporting means you can quickly adjust creative or targeting for better results.
7. Leverage Live and Event-Based Inventory
Advertisers are seeing strong results by placing CTV ads during live sports or major events, where audiences are highly engaged. For example, a restaurant chain achieved a 366% ROAS and a 15% lift in brand awareness by running CTV ads during live football streams, driving both online and in-store transactions6.
Emerging Trends and Opportunities
FAST Channels: Free ad-supported streaming TV (FAST) channels like Pluto TV and Tubi are growing by 15% annually, offering new inventory and audience segments9.
Ad-Supported Tiers: As more viewers choose ad-supported streaming to save money, brands have more opportunities to reach cost-conscious audiences9.
Programmatic Growth: Automated, data-driven buying is making CTV more accessible and efficient for brands of all sizes1.
The Bottom Line
CTV advertising offers the best of both worlds: the reach and emotional impact of traditional TV, combined with the precision, flexibility, and accountability of digital. By leveraging advanced targeting, cross-device integration, creative innovation, and robust measurement, brands can maximize their impact in the living room and beyond.
As streaming continues to evolve, CTV will remain a cornerstone of high-impact, data-driven marketing strategies. Now is the time for advertisers to embrace CTV and unlock its full potential.