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CTV isn’t exempt from privacy regulation: While regulatory efforts are uncertain, advertisers should begin adopting privacy-oriented CTV solutions.

Among devices, time with mobile will hit 4:00, and CTV will continue to surge. Time spent with CTVs will grow 8.3% this year to reach 2:15 per day. CTV time—which does not include traditional TV viewed via a CTV but does include all forms of streaming OTT, digital pay TV, apps, and audio accessed via a CTV—has risen rapidly in recent years.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

Roku is a leader in the connected TV (CTV) advertising space. We expect its US CTV ad revenues to reach $2.19 billion this year, behind only Hulu ($3.63 billion) and YouTube ($2.89 billion). A strong quarter reflects continued ad spend growth for CTVs as consumers shift away from linear TV.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

LG brings ads to CTV screensavers: The rapid pace of new ad space on CTVs reflects a race for ad dollars.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

Harris outspends Trump 20 to 1 on Meta platforms: Though Harris is largely spending on CTVs, millions are going to Facebook and Instagram.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

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

Why marketers should experiment with CTV ad formats: Interactivity and advanced targeting help improve ad relevancy and user experience.