Welcome to My Website

Thank you for visiting! If you don't see the pop-under, please click anywhere on the page.

3 Trends Shaping the Future of CTV Advertising - adtechsolutions

Physical Address

304 North Cardinal St.
Dorchester Center, MA 02124

3 Trends Shaping the Future of CTV Advertising


It’s undoubtedly an exciting time in the streaming space – viewers have more choices than ever for what to watch, while advertisers have greater opportunities to reach that audience on the biggest screen in the home.

In fact, Connected TV (CTV) ad spending is expected to grow to $34.3 billion this year, thanks in large part to a reallocation of budgets away from linear TV. This trend is driven by several key factors shaping the streaming space, notably the increase in viewer engagement on FAST (Free Streaming TV with Ads), new innovations in how marketers can target and connect with audiences, and the adoption of artificial intelligence . tools for strategic growth.

As we move further into 2025, understanding these key trends and opportunities within the streaming space will be essential for advertisers to realize the true potential of the medium and maximize their growth in the year ahead.

It grows FAST

Innovation in ad-supported streaming this year will help drive advertisers to FAST, where there is still plenty of incremental growth and opportunity ahead. By stabilizing bounce rates and increasing daily viewing hours on the medium, FAST is proving to be a premium environment where advertisers have the opportunity to capture attention on the biggest screen in the home and in an unskippable environment.

In fact, over the past year, daily viewing hours have grown steadily, with a 5% increase from the third quarter of 2023 to the third quarter of 2024. Likewise, viewers aren’t just watching more hours FAST; they are also active longer each time the TV is switched on. Session length grew nearly 7% in the third quarter of 2024 compared to the same quarter last year, indicating a shift to longer periods of content consumption for streaming.

Innovation in targeting

As the ad-supported streaming market continues to grow and evolve in 2025, the ways in which advertisers will be able to target and reach new audiences on the medium will also grow.

Specifically, streaming TV advertising will continue to move beyond viewer demographics and broad genre targeting to more sophisticated strategies that take mood and emotion into account. Genres don’t always tell the whole story—one movie or TV show can be categorized as many different things depending on the setting. By targeting based on the emotion of the scene, advertisers can provide better contextual alignment that suits the viewer where they are and when they are emotionally ready to receive the message.

According to Wurl’s data, roughly 4% of viewers are lost per minute of a commercial break, which equates to an 8% loss during a typical two-minute break. However, if there is an emotional resonance between the ad and the content on the screen, user churn can be reduced by up to 60%. As advertisers test and learn from these newer approaches to determine what drives results, we’ll see more creative campaigns developed with a wide range of emotions in mind, ultimately accelerating CTV’s ad effectiveness, creating more positive attention among viewers and increasing performance on FAST .

Marketing Technology News: MarTech Interview with Aman Sareen, CEO @ Aarki

The maturing of AI

New advertising strategies such as contextual targeting based on emotions are powered by innovative technologies such as GenAI. But to date, much of the conversation around these tools has been about how AI can be used to improve processes, not to drive larger strategic and creative initiatives.

However, this will change in 2025: AI will mature as a technology not only useful in improving processes and creating efficiencies, but also in driving strategic initiatives and results for brands. Specifically in the area of ​​streaming TV, GenAI will build on recent advances to create truly dynamic and contextual advertising experiences, analyzing not only viewer demographics but also moment-by-moment responses. This will inspire a new level of hyper-personalization, allowing advertisers to deliver messages that adapt to the context of the scene and the emotional states of viewers.

2025 is poised to be a big year for streaming advertising. With the advent of FAST, new targeting strategies and advances in AI, advertisers and publishers alike have the opportunity to reap the benefits and drive growth. Ultimately, better advertising strategies will mean better results for brands and, in turn, stronger monetization potential for content owners – benefiting the entire ecosystem.

Marketing Technology News: Generative Engine Optimization (Geo) – the new frontier of proactive brand management



Source link

Leave a Reply

Your email address will not be published. Required fields are marked *