Connected TV (CTV) advertising is evolving fast, from static commercials to interactive, personalized experiences that grab attention and drive results. This “creative shift” is the new standard, rewarding brands that deliver value over interruption.

Why CTV Ads Are Changing

Traditional 30-second spots are losing impact as viewers skip or ignore them. Smart brands now use shoppable overlays, polls, QR codes, and pause ads that respond to viewer behavior. These formats boost engagement by 3x and conversions by 25% vs. standard video ads.

What is CTV Advertising?

CTV advertising (Connected TV) delivers targeted video ads on internet-connected TVs, like smart TVs or streaming devices (Roku, Fire Stick), during shows and movies, blending traditional TV’s big-screen impact with digital precision for audience targeting and measurement, using formats like unskippable video, interactive ads, or QR codes, all through streaming services (Hulu, YouTube) rather than cable.

Image source: Adjust.com

The Marketer’s Playbook

To win in this new CTV landscape:

Embrace Experimentation
Test interactive formats like polls, carousels, and dynamic creative optimization (DCO). Hulu reports 40% higher completion rates for interactive ads.

Focus on Value
Give viewers utility; product demos, coupons, or personalized recommendations. Roku’s shoppable ads saw 15% direct purchase lift.

Leverage Data
Use real-time signals (pause points, skips) to refine targeting. CTV advertising platforms now offer 2nd/3rd-party data matching for 70%+ accuracy.

The Bigger Picture

Global CTV ad spend hits $30B+ in 2025, growing 20% YoY. Brands ignoring this shift risk invisibility as 80% of U.S. households stream daily. The future favors interactive, measurable experiences over passive viewing.