Ctv advertising Trends & Statistics
Magnite opens agentic media buying for CTV home screen ads
High-attention CTV inventory gives advertisers a new place to test what AI agents can actually deliver.
Pause ads complement video spots by turning awareness into purchase intent
Contextual placements lifted purchase intent 20 points, making a combined strategy worth testing.
Skydance’s bigger media portfolio delivers only modest ad revenue gains
Despite a larger portfolio, 2027 revenues may barely budge, leaving marketers to weigh reach against CPMs.
CTV, FAST, and creator marketing are converging
As FAST audiences expand, brands can connect social and streaming campaigns to reach ad-receptive viewers.
Exclusive data: TV ads reach more Gen Zers as CTV becomes a mainstay for young viewers
Gains across several sectors show why marketers should blend linear's scale with CTV's targeting and interactivity.
Sony brings CTV ads to PlayStation with PubMatic
Streaming video ads could be more effective at reaching gamers than in-game placements.
Merging HBO Max and Paramount+ will do little for CTV ad gains
More scale could aid reach, but audience overlap and a modest CTV ad share limit the upside.
NBCU’s upfront AI play tests automation on major video commitments
Agentic buying can help planners navigate streaming inventory, while human oversight protects major media commitments.
CTV ad leaders at Advertising Week call for better measurement frameworks
Outcome-specific frameworks can help advertisers compare performance and justify larger investments.
Emmys move to Prime Video as streaming claims another TV tentpole
Stable distribution opens the door to longer-term sponsorships, though streaming alone may not revive viewership.
Walmart extends shopper data to linear TV with Skydance partnership
Skydance inventory gains purchase-based targeting, giving marketers reason to keep linear in the mix.
What we heard at AWNY 2026 Day 4
Our roundup of the buzziest conversations happening at one of the ad industry's most important events.
Hallmark and iSpot tie TV ads to sales to support outcomes-based KPIs
iSpot will validate outcomes, helping advertisers judge placements and bolstering Hallmark’s pricing power.
Europe streaming ad market matures behind CTV growth
Rising CTV viewing creates room for advertisers to invest, with VOD offering the broadest reach.
Netflix expands pause ads as the CTV format enters its next test
Wider access could bring more clutter and ad fatigue, making creative rotation critical to performance. Read
Best Buy uses Amazon to narrow the retail media gap
The partnership adds CTV inventory and stronger campaign tools as advertisers demand more from retail media networks.
Episode-level CTV ad targeting gains new ground through PubMatic offering
Contextual targeting can help justify streaming spend when paired with post-bid performance data.
YouTube turns Shorts into TV-style series as its CTV footprint expands
Episodic tools extend its CTV play, giving marketers more creator-led inventory for living rooms.
Disney+ price hikes make ad-supported and bundled streaming options more attractive
Costlier ad-free plans make bundles and ads more attractive, giving marketers more ways to reach churn-prone viewers.
Horizon Media tackles CTV data gaps through Roku integration
Better targeting and measurement can support budgets if marketers prioritize business outcomes over impressions.
Powerful data and analysis on nearly every digital topic.
Become a ClientWant more marketing insights?
Sign up for EMARKETER Daily, our free newsletter.
Thanks for signing up for our newsletter!
You can read recent articles from EMARKETER here.- Learn about what technologies are transforming your industry
- Gain exclusive perspectives from top industry leaders
- Access thousands of data sets and forecasts via our iconic charts