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In 2025, Internet Television (CTV) will once again revolutionize advertising, offering marketers a combination of massive reach and performance-driven results. Its ability to connect a wide audience with a lower funnel impact makes it a game changer in modern marketing.
From interactive ads to the rise of retail media networks, the future of CTV promises to deliver a more dynamic and powerful experience.
Samsung Ads gathered predictions from its North American leadership team for 2025. Here’s a look at their insights on what will shape the advertising ecosystem in the coming year.
1. Performance CTV will further demonstrate its bottom-of-the-funnel chops
CTV has proven itself as a branding medium. In 2025, it will also prove itself as an effective conversion platform – new benchmarks and a robust targeting framework will make it a true holy grail for performance.
Education in redefining performance will be key both for the top path, where performance can be fed into brand-focused campaigns, and the bottom path, where results focus on sales and conversion. Expect more brands to use interactive and engaging ads to drive conversions, especially as they use first-party data to execute multi-channel strategies.
– Michael Scott, Vice President, Head of Advertising Sales and Operations, Samsung Ads
2. Advertisers take the driver’s seat with interactivity
As television viewing is now a multi-screen experience, interactive components on television and mobile devices will become an integral part of every ad break. Consumers are more inclined than ever, now regularly 30%. scan QR codes using their phones while watching a TV show or commercial.
Overlay QR codes and gamified experiences will continue to gain popularity for advertisers looking to drive consideration and brand loyalty. These ad features drive meaningful engagement and create a more engaging cross-platform advertising journey that bridges the gap between passive and active viewing.
– Cathy Oh, Director of Marketing, TV & Mobile Service Business and Samsung Ads
3. FAST will continue its forward trajectory
FAST continues to be a media darling and consumer obsession. Subscription services confirm this popular trend. Samsung Ads predicts that by 2030, all major SVOD platforms – Apple TV+, Disney+, Netflix and others – will integrate FAST channels that rely on curated library content to attract subscribers and reduce churn.
Expect more growth among native FAST services such as Samsung TV Plus, in addition to FAST offerings being added to traditional subscription-based platforms. The development of FAST cements its role as a vital bridge between consumer preferences and advertiser goals.
– Michael Scott, Vice President, Head of Advertising Sales and Operations, Samsung Ads
4. Deterministic CTV data will drive campaign optimization
In the coming year, media buyers will continue to struggle with measuring and determining a reliable source of truth. As privacy regulations tighten and third-party metrics decline, advertisers face pressure to achieve reachability without compromising user data.
Measurement will be critical, but which metrics can be trusted? Clean spaces, not necessarily metering companies, will emerge as the unsung heroes. According to IAB80% of companies are either using or considering data clean spaces, but this technology is not necessarily key. To optimize campaign measurement, brands and agencies will seek to work with CTV partners with deterministic data.
– Travis Howe, Vice President, Global Director of New Product Solutions, Samsung Ads
5. CTV will no longer be reserved for the biggest advertisers
Small and medium-sized companies will have more opportunities to thrive as the barriers to launching effective campaigns continue to fall. The rise of self-service shopping, coupled with the power of influencers and generative AI, will enable businesses of all sizes to develop impactful creative without the need for extensive resources.
– Michael Scott, Vice President, Head of Advertising Sales and Operations, Samsung Ads
Looking ahead, the shift toward more interactive, data-driven, performance-focused advertising at CTV is undeniable. From a seamless cross-device experience with innovative ad formats to the growing power of first-party data, 2025 will be a pivotal year for brands of all sizes, media buyers and consumers. The future is here. It’s an exciting time for the CTV world to strengthen the connection between brand and audience.
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