Connected TV (CTV) advertising continues to gain momentum as one of the most powerful formats in the digital marketing ecosystem. Also at AllMediaDesk’s self service platform, buying ads on CTV and streaming service became more and more relevant to advertisers.
With audiences shifting from traditional linear TV to streaming platforms, advertisers are following suit — and US CTV ad spend is surging in response. According to recent insights from eMarketer, CTV advertising growth will remain strong through 2025, driven by innovation, audience scale, and performance capabilities.
Over the past few years, CTV advertising has emerged as a top priority for media buyers. In 2023, CTV ad spend reached new heights, and both 2024 and 2025 are on track to set additional records. The CTV advertising market size is projected to grow into the tens of billions globally, with a compound annual growth rate that outpaces nearly every other format in the video landscape.
This growth is being fueled by:
These baseline options are broadly available and easy to implement.
The CTV advertising ecosystem includes a wide range of stakeholders, each playing a key role in delivering value to advertisers:
Multiple market reports highlight the explosive rise in connected TV ad spend. According to eMarketer:
By 2028 it is expected that the growth of CTV leads to more budget being spend in CTV then in traditional linear TV advertising.
Advertisers are moving to connected TV advertising because it offers:
By 2028 it is expected that the growth of CTV leads to more budget being spend in CTV then in traditional linear TV advertising.