Top CTV Advertising Trends in 2025

Introduction: The Rise of Connected TV (CTV)

Connected TV (CTV) has become a dominant force in advertising, blending the expansive reach of traditional television with the precision of digital marketing. As we move into 2025, new trends are revolutionizing how brands engage audiences. From live streaming innovations to AI-driven personalization and sustainability initiatives, this article explores the key CTV trends shaping the future of advertising.

Trend 1: Growth in Live Streaming Content

Live streaming is no longer limited to sports. In 2025, platforms are expanding their live programming to include comedy specials, concerts, political events, and even unconventional fare like hot-dog-eating contests. For example:

• Netflix’s exclusive NFL streams averaged over 30 million viewers per game during the Christmas season.
• Platforms like Amazon Prime Video and Disney+ are investing heavily in live events to create cultural moments that draw massive audiences.

Why It Matters: Live content attracts highly engaged viewers who are more receptive to ads. Advertisers can capitalize on these shared experiences to deliver impactful messaging.

Trend 2: Increased Adoption of Programmatic Advertising

Programmatic advertising continues to dominate the CTV landscape by automating ad buying processes and enabling precise audience targeting. Programmatic Direct is gaining traction by combining guaranteed ad placements with algorithmic efficiency.

Example: A restaurant chain achieved a 366% return on ad spend (ROAS) by leveraging programmatic CTV ads during live sports events¹.

Why It Matters: Programmatic technology ensures efficient ad delivery while providing granular performance metrics, empowering advertisers to optimize campaigns in real-time.

Trend 3: Enhanced Audience Targeting with AI

Artificial intelligence (AI) is transforming audience targeting by analyzing vast datasets to predict viewer preferences and behaviors. AI-driven tools now enable dynamic ad creatives that adapt in real-time.

Example: BrightLine’s AI-powered platform reduced ad production timelines from weeks to days while delivering hyper-personalized ads².

Why It Matters: AI enhances campaign performance by delivering relevant ads that resonate deeply with viewers, leading to higher engagement and conversions.

Trend 4: Rise of Shoppable and Interactive Ads

Shoppable ads are revolutionizing CTV by integrating e-commerce features directly into video content. These formats allow viewers to make purchases or interact with brands without leaving their screens.

Examples:

• Nike launched interactive shoppable ads on streaming platforms, enabling viewers to explore products and purchase directly³.
• Disney partnered with BrightLine to introduce gamified ads and trivia-based interactions during live streams².

Why It Matters: Shoppable and interactive ads shorten the customer journey and foster deeper engagement with audiences.

Trend 5: Addressable TV Advertising at Scale

Addressable TV allows advertisers to target specific households or audience segments with tailored messages. In 2025, advancements in data analytics are making addressable advertising more scalable and effective.

Examples:

• Subaru used addressable CTV ads to target environmentally-conscious consumers with tailored messaging³.
• Political campaigns increasingly use addressable TV to deliver personalized messages to specific voter demographics⁴.

Why It Matters: Addressable advertising improves relevance while reducing wasted ad spend, making it a powerful tool for brands.

Trend 6: Standardization of Measurement and Attribution

One of the biggest challenges in CTV advertising has been the lack of unified metrics. In 2025, new attribution models like multi-touch attribution and view-through attribution are helping advertisers connect ad exposure to tangible business outcomes.

Example: Advanced attribution tools now link CTV impressions to website visits and sales conversions across devices. Brands like Ikea have used these insights to refine their targeting strategies³.

Why It Matters: Standardized metrics provide clarity on campaign performance, enabling advertisers to justify investments and optimize strategies.

Trend 7: Expansion into Global Markets

CTV adoption is growing rapidly in global markets like India (32% YoY growth) and Australia (24.8% YoY growth)⁵. Platforms such as Disney+ Hotstar and JioCinema are driving this expansion by offering localized content alongside global programming.

Why It Matters: Global growth presents new opportunities for advertisers to reach diverse audiences while tailoring campaigns for regional markets.

Trend 8: Sustainability in Advertising

As consumers prioritize eco-friendly practices, sustainability has become a cornerstone of CTV advertising. Brands are adopting energy-efficient ad delivery methods and reducing data usage through adaptive streaming technologies.

Examples:

• Toyota reduced its carbon emissions by 20% using adaptive video streaming technology⁶.
• GroupM’s collaboration with PubMatic achieved a 40% reduction in emissions while improving video completion rates by 49%⁷.

Why It Matters: Sustainable advertising aligns with consumer values while enhancing brand loyalty and long-term growth.

Conclusion: Preparing for the Future of CTV Advertising

The Connected TV landscape is evolving rapidly, offering advertisers innovative ways to engage audiences effectively. From live streaming growth to AI-driven targeting and shoppable ads, the trends shaping 2025 highlight the importance of innovation and adaptability. By embracing these trends, brands can create impactful campaigns that resonate with viewers while driving measurable results.