Mind the gap: Why advertisers must act now on CTV
There’s a growing disconnect in the media world—and it’s becoming harder to ignore. While consumers are flocking to connected TV (CTV), advertiser spending just hasn’t caught up. In 2024, U.S. adults spent nearly 18% of their media time with CTV, but only 7.4% of media budgets followed. That kind of gap? It won’t last long.
CTV is evolving at lightning speed. Platforms like Netflix and Disney+ now offer ad-supported tiers, drawing in millions of viewers and creating huge opportunities for advertisers to reach audiences in premium, brand-safe environments. Even live sports—once the last stronghold of linear TV—are making the leap to streaming. Just look at the Mike Tyson vs. Jake Paul fight: over 100 million viewers tuned in. That’s Super Bowl-level reach! The tipping point isn’t coming—it’s here.
But it’s not just about keeping up. It’s about staying ahead. The next generation of consumers won’t be flipping through cable channels—they’re streaming-first, digital natives who expect personalization, interactivity, and seamless shopping experiences. For advertisers looking to future-proof their strategy, CTV isn’t a “nice to have.” It’s a must.
That’s why we put together the CTV Advertising Insights Report 2025—and it’s not just another industry whitepaper full of hypotheticals. This report is grounded in reality: hundreds of billions of impressions across 95+ million U.S. CTV households. Thanks to Innovid’s unique vantage point as one of the only ad servers at this scale, we’re able to surface trends and performance insights that truly reflect what’s happening in the market. To learn more about the data and findings making headlines, read the full press release. Check out a sneak peek of our insights below.
I am a marketer marketing to marketers (say that three times fast!) So, I have an appreciation for how some of our leading-edge customers are already turning CTV opportunities into real business results—and how you can, too. Take Enfamil, for example. In partnership with Target’s retail media network, Roundel, the brand used shoppable CTV ads to meet parents where they were already spending time: streaming platforms. With QR code-driven creative and clear “Scan to Shop” CTAs, Enfamil’s campaign delivered 2x higher sales per thousand impressions and a 3x return on ad spend (ROAS) compared to benchmarks.
Or look at PMG, which partnered with Affinity Solutions and Innovid to directly connect CTV ad exposures to in-store and online transactions for a major QSR client. By tapping into outcomes-based measurement, the campaign saw a 55x increase in attributed transactions and a 4.3% lift in incremental sales—all while optimizing media strategy mid-flight.
These are just two examples of what’s possible when brands embrace the full-funnel potential of CTV. With the right tech, the right creative, and the right measurement in place, CTV is already delivering performance that rivals—and often exceeds—more established digital channels.
For advertisers who are ready to move on the CTV opportunity, this report is for you. The gap is closing. Be on the right side of it. Download the full report now.
