The connected TV (CTV) landscape is more dynamic than ever, with ad-supported streaming models surging and audiences shifting away from traditional TV. Yet, for all its promise, CTV’s biggest challenge remains fragmentation – multiple platforms, inconsistent measurement, and varying audience behaviours create hurdles for advertisers looking to scale effectively.

While CTV ad spending is projected to hit $33.35 billion in 2025, there are still several barriers to entry. To unlock its full potential and convince more brands and advertisers to spend their ad dollars, the industry must address measurement gaps, ad fatigue and AI’s evolving role in ad execution. Here’s how advertisers, platforms, and technology providers can nail CTV strategy in 2025.

Perfecting measurement: CTV’s make-or-break moment

Measurement has its strengths and weaknesses in CTV. While platforms like Netflix and Amazon embrace advertising, their walled gardens limit cross-platform visibility, making it difficult for brands to track performance across different CTV environments.

To solve this, 2025 must be the year of standardisation. Unified measurement frameworks, cross-platform ID solutions, and stronger third-party validation will be key to giving advertisers the transparency they need to invest confidently in CTV.

Reducing ad fatigue through smarter frequency capping

One of CTV’s biggest pain points is ad repetition. With limited frequency control across platforms, viewers often see the same ad multiple times, leading to diminishing engagement and higher drop-off rates. Let’s face it, we’ve all become frustrated by that one ad that keeps cropping up again and again when we’re streaming our favourite shows.

Platforms and advertisers need to implement AI-driven frequency capping, ensuring better ad rotation and reducing viewer fatigue. Intelligent use of ad podding – the grouping of ads into commercial breaks on digital platforms – should be the de facto standard, not only to enhance the user experience but also to drive greater performance. A smarter approach to creative refreshing — where ad variations are updated dynamically — will also help keep audiences engaged.

AI as an enabler, not a replacement

AI is transforming CTV advertising, from automating ad targeting to enhancing personalisation. However, while AI excels at efficiency and optimisation, its potential for creative impact has yet to be fully realised.

The key in 2025? Using AI to assist, not replace, creative execution. Advertisers should leverage AI for real-time content adaptation, but storytelling and high-impact brand messaging still require a human touch. Whether it’s by tweaking existing creative based on live feedback from users, or switching between assets to give the best ad to the best user on a particular channel, AI is changing how we implement creative campaigns already.

Building a fully integrated omnichannel strategy

CTV is a major advertising channel in 2025, but it’s still only one piece of the puzzle – advertisers must think beyond the TV screen for a truly omnichannel campaign. Seamless audience syncing across mobile, social, and retail media will be critical for brands looking to drive full-funnel engagement. Each channel here has the power to provide mutual uplift to others, whether that’s CTV being reinforced by DOOH or search improving the impact of social.

Expect more investment in cross-device measurement tools that help brands understand CTV’s role in the broader customer journey, ensuring campaigns work cohesively across all digital touchpoints. This is where the greatest impact is to be had and the most effective marketers already incorporate this into their strategy.

Nailing CTV in 2025

CTV is primed for massive growth in 2025, but its success will depend on whether the industry can fix measurement, refine AI’s role, and enhance the viewing experience. Those who focus on standardisation, audience-first strategies, and seamless omnichannel integration will be the ones who dominate the next phase of digital TV advertising.

Photo by T R A V E L E R G E E K on Unsplash