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Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media. Search will also experience an impact from generative search late in the forecast period, which may reduce ad impressions. Retail media continues to be the fastest-growing major ad channel we track, although its growth rate will slow down.

A third of CTV/OTT advertisers say inconsistent measurement standards is their biggest challenge, while 32% say the same about disparate reporting across multiple buys, per Advertiser Perceptions鈥� survey. A single CTV service can have up to 114 different supply paths, according to Benes.

CTV ads reach less than 20% of households: The findings indicate that advertisers need a more strategic approach to capitalize on CTV鈥檚 massive potential.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

In addition to linear TV, sizable audiences tune in to AVOD and subscription VOD (SVOD) platforms, also known as OTT services. Device choice is also increasing, which is reflected by the growing number of CTVs in the home and their use via smartphones. More than 4 in 5 digital video viewers watched CTV on a smartphone, likely in addition to watching on other devices.

The update introduces a My Netflix hub and real-time personalization tools, all aimed at helping users find something fast鈥攁nd not flee to YouTube.

While several industries roll back DEI initiatives under the Trump administration, some companies are emphasizing the value of data diversity. Revry, a global LGBTQ+ streaming network, wants to offer advertisers more ways to represent and resonate with diverse audiences.

Samsung Ads expands its partnership with Magnite: The integration of Magnite Access boosts audience targeting and global campaign agility across Samsung TV Plus.

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.