CTV is no longer an experimental line item in your marketing budget — it’s a key ROI driver. Learn why your brand needs to prioritize this channel in 2025.
If you’re not investing in CTV advertising in 2025, you’re missing out. What was once a “nice-to-have” channel is now a must-have for brands looking to thrive in an increasingly competitive and data-driven landscape. As technology evolves, consumer viewing habits shift, and targeting tools get sharper, the brands embracing CTV will be the ones driving results, while others risk falling behind.
Let’s dive into why CTV is the future of advertising and why your brand needs to prioritize it in 2025.
Why is CTV Dominating the Advertising Space?
Consumer viewing habits are changing.
The way people view content has changed drastically in the last decade. Viewers are increasingly cutting the cord, opting for platforms like Netflix, Hulu, and Amazon Prime video to view content. In fact, cord-cutter households will make up 72% of US homes by 2025, up from 53% in 2022. This mass migration to streaming platforms presents a goldmine for advertisers seeking to engage highly targeted audiences in premium, non-skippable ad environments.
Brands can target the right audience at the right time, every time.
Consumer attention is more fragmented than ever, and traditional marketing channels are struggling to cut through the noise. Channels like social media are immensely saturated, making it harder for brands to stand out.
CTV, however, offers a fresh and engaging way to connect with audiences, blending the immersive experience of traditional TV with the precision of digital advertising. With robust first-party data and integration with programmatic advertising platforms, brands can deliver highly relevant, personalized ads to specific audience segments. From geolocation to behavioral insights, CTV advertising ensures that your message reaches the right people at the right time.
Advertisers can easily measure ROI.
One of the biggest challenges in traditional TV advertising was the inability to measure its effectiveness accurately. Fortunately, CTV eliminates this ambiguity and advancements in technology are closing the gap. There’s a reason why 65% of marketers classify CTV as a key performance channel.
Tools like unified dashboards, strategic tracking pixels, and centralized reporting systems are helping marketers connect the dots between campaigns and business outcomes. By focusing on performance metrics like conversions and incrementality, brands can clearly demonstrate CTV’s value.
3 Key Trends Shaping CTV in 2025
1. Programmatic buying will take center stage
Efficiency and scale are key drivers of programmatic adoption, with nearly 60% of marketers prioritizing programmatic buying for their CTV campaigns, according to our recent survey. This approach offers access to a broad inventory, expanded reach, and centralized measurement — all critical components for success.
However, transparency remains vital. Choosing partners — like tvScientific — that provide clear visibility into ad placements is essential for maintaining brand safety.
2. Campaigns will be elevated by AI-powered optimization
According to our survey, 52% of marketers believe AI will be the biggest trend in CTV advertising this year. From automating repetitive tasks to predicting campaign outcomes, AI is revolutionizing how marketers approach creative development, budget allocation, and audience targeting.
The result? Smarter campaigns and better ROI.
3. Shoppable TV experiences will dominate
Shoppable TV is turning passive viewers into active consumers. With clickable overlays and QR codes seamlessly integrated into ads, viewers can make purchases directly from their screens. This trend is set to redefine convenience and drive immediate conversions.
So, What Does This Mean for Your Brand?
CTV is no longer an experimental line item in your marketing budget — it’s a key ROI driver. As competition intensifies across channels, leverage CTV to reach viewers where they’re most engaged, all while driving tangible business impact.
To succeed with CTV in 2025, marketers must:
- Invest in technology and partnerships that make measurement simple and effective.
- Leverage programmatic buying to scale efficiently while maintaining control.
- Adopt AI-driven tools to unlock new levels of creativity and optimization.
2025 is the Year of Performance TV
CTV is transforming how brands connect with their audiences, and the insights from our upcoming report, The State of Performance TV 2025, will help you navigate this rapidly changing landscape. Stay tuned for the report launch, packed with data-driven strategies, actionable insights, and expert perspectives to help your brand thrive in 2025 and beyond.
In the meantime, sign up for our webinar to learn about the next evolution of TV advertising and what the future holds for advertisers.
