New inventory, better targeting, and more shoppability will bring full-funnel benefits to brands of all sizes.
Connected TV (CTV) advertising is one of the most effective channels for expanding reach and building brand awareness through programmatic targeting. But the fragmented nature of CTV presents unique challenges for marketers.
With viewers spread across numerous streaming platforms and networks, how can brands effectively coordinate their messaging and measure their impact?
As a media agency with an in-house programmatic trade desk, we're intimately familiar with these challenges. We're also excited about emerging solutions that promise to make CTV buying more streamlined and effective in 2025!
Here are 4 CTV advertising trends we're watching in 2025 that will make buying easier:
Better Contextual Targeting
Privacy-first advertising isn't just a buzzword – it's becoming the industry standard. Contextual targeting is emerging as a powerful solution that enhances ad performance while respecting viewer privacy. Advanced contextual AI tools and Automated Content Recognition (ACR) technology are making it possible to serve viewers ads that align perfectly with the content they're watching.
Imagine serving a travel promotion during a show about international cuisine, or a sports drink ad during a fitness documentary. These contextually relevant placements improve engagement rates and also create more meaningful connections with viewers. The technology has evolved beyond simple keyword matching to understand the nuances of content, including mood, themes, and viewer intent.
CTV deepens ties with Retail Media Networks
In terms of helping our CPG clients drive sales, we're very excited to watch the convergence of CTV platforms with retail media networks (RMNs). The partnerships formed in 2024 between NBCU and Instacart, and Vizio with Walmart Connect, were just the beginning. These collaborations create powerful synergies by combining the massive viewing audiences of CTV with the rich purchase data of retail networks.
This integration enables brands to create more sophisticated customer journeys. For example, a consumer who views a product advertisement on their smart TV can be retargeted with specific promotions when they next shop online or visit a partner retailer's website. This closed-loop approach provides valuable insights into advertising effectiveness while creating multiple touchpoints along the path to purchase.
YouTube's CTV Advertising Domination
YouTube's evolution into a full-fledged CTV channel continues to reshape the streaming landscape. The platform consistently outperforms both traditional streaming services and social media platforms in terms of time spent, particularly among younger demographics. This success challenges the conventional wisdom about attention spans and content length.
What's particularly interesting is viewers' willingness to engage with longer-form content when it resonates with their interests. Brands that master the art of storytelling through compelling, entertaining content can capture and hold viewer attention for extended periods. This opens up new possibilities for brand storytelling and customer engagement beyond traditional 30-second spots.
New Opportunities in Live Sports Streaming
The migration of live sports to streaming platforms is creating exciting new opportunities for programmatic advertising. Traditional broadcast models often filled overtime or unexpected breaks with sponsor replays or local advertisements. Now, programmatic platforms like The Trade Desk can dynamically insert relevant ads during these high-interest moments.
"I expect over the coming years to see programmatic spot markets and sports become best friends." - The Trade Desk CEO Jeff Green in AdExchanger
This capability allows brands to capitalize on periods of peak viewer engagement, such as during overtime in a close game or during unexpected breaks in play. The ability to programmatically place ads in these moments combines the emotional impact of live sports with the precision of digital targeting.
Looking Ahead
As we plan our media campaigns for 2025, we're watching these trends to develop more sophisticated, synergistic, and creative CTV initiatives. Taking full advantage of CTV's ever-improving targeting and measurement capabilities, shoppable components, robust data sets, and new spot inventory will help our brands reach their audiences everywhere they watch.
For brand marketers and media buyers looking to overcome fragmentation challenges and privacy regulations, keep an eye on the Programmatic section of our blog as we unpack these developments throughout 2025 and beyond.
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