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Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach—borrowed from search and social marketing—is helping advertisers keep up.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Fragmentation and too many providers is a concern for marketers, with 39% of CTV/OTT advertisers citing transparency in ad placements as an issue, per the Advertiser Perceptions study. A lack of standardization in measurement across streaming platforms also can make it difficult for advertisers to gauge the impact of a campaign. 5. The CTV landscape is continuously evolving.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive Ä¢¹½AV interview demonstrates how the measurement challenger is elevating big data.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.