Ä¢¹½AV

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Last year, marketers' priorities included navigating a rising connected TV (CTV) landscape, using AI to optimize budgets, and questioning whether traditional measurement strategies like last-click attribution could use improvement.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

Why marketers should understand the differences between CTV and OTT. Why it mattered:. Jargon often complicates the ad industry, and the growth of CTV in 2024 makes a universal dictionary to navigate the space even more crucial.

Ä¢¹½AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.