TV and social ads are most likely to drive purchases, but also are most disruptive to consumers, according to DISQO, emphasizing the importance of: interactive, refreshed, relevant ads.

As consumers become adept at ignoring ads, avoiding dreaded ad fatigue requires brands to prioritize creativity and interactivity.

Streaming’s new reality is testing viewers as rising prices, heavier ad loads, and uneven experiences push them to reassess what they keep. Value, tolerance, and convenience now drive the fight for attention.

Connected TV (CTV) engagement is growing steadily, with engagement per impression reaching 1.94% in Q2 2025, up from 1% in Q2 2024, per our industry KPI data provided by BrightLine. Consistent growth in audience engagement with interactive CTV ads means advertisers who haven’t jumped on the interactivity bandwagon risk losing an opportunity to make positive impressions on vast CTV audiences.

Healthcare marketing faces unique challenges as skeptical consumers find it hard to trust much of the messaging sent their way.

Pause ads are proving their potential in the crowded connected TV (CTV) landscape after marketing service Wunderkind Ads saw massive success with a pause ad campaign for jewelry brand Zales. Pause ads are proving to be one of the most promising CTV innovations yet, and advertisers who haven’t experimented with the format should tap in—but must also understand what makes these ads work.

The news: Two-thirds (66%) of consumers in the Southeast Asia (SEA) region ignore repetitive ads when they are shown on a single platform, per a report from The Trade Desk. Gen Z respondents were over twice as likely (57%) to feel irritated when exposed to repetitive ads compared with other demographics. Our take: Ads often need to be repeated to boost brand recall, putting advertisers in a tricky position of balancing brand recognition while not frustrating consumers. But there are approaches marketers can take to address the fatigue issue.

The news: Streaming has officially surpassed pay TV in the US, with 50.4% of households no longer subscribing to cable or satellite, per our forecast. But streaming’s ad experience still has work to do. Hub Research finds two-thirds of viewers prefer live TV ad breaks over those in on-demand streaming, and Gen Z remains the least likely to adopt ad-supported tiers. Our take: Streaming isn’t a free pass to interrupt. Gen Z demands relevance, brevity, and control—meaning streaming platforms must reengineer how, when, and where they serve ads. The format must evolve if AVOD is to survive the next wave of viewer expectations.

Global time spent with media is decreasing in 2025, says new report: The change, partly due to economic volatility, will require advertisers to adapt.

Marketers struggle with shrinking returns on social media ad spend: A new study found diversification without divestment is key to staying afloat.

New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

As connected TV takes center stage in advertising, brands are turning to creative strategies that capture attention and maintain audience engagement. Strong branding and frequent updates to campaigns are key to staying ahead in the competitive streaming space.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

A quarter of US internet users block ads this year, as they demand more relevant, less intrusive messaging to support their media consumption.