Connected TV has become a full-funnel channel, but creative can feel like the biggest hurdle. Repurposing existing assets is often all it takes to get started.

This year, retail will underperform overall US ad spending growth for the first time since 2018 as advertisers cut budgets amid tariffs and economic uncertainty. But the outlook for 2026 is more optimistic.

YouTube TV could lose access to programming from NBCUniversal’ Peacock as the companies struggle to reach a distribution agreement. Rather than purchasing ad slots tied to a single platform or broadcaster, leveraging data-driven audience segments will help cut across services to follow fans regardless of where they watch, ensuring continued reach as rights scatter.

Global ad spending is now expected to rise 7.4% to reach $1.17 trillion in 2025, driven by social media and digital investments, per WARC’s updated forecast. Advertisers aren’t slashing budgets, but instead rethinking spending as economic uncertainty accelerates the shift to digital channels, performance campaigns, and newer formats like influencer marketing.

Access to connected TV (CTV) is inching toward democratization, transforming a high barrier to entry into an accessible landscape for brands with smaller budgets to connect with consumers. AdGood and Magnite illustrate how CTV is evolving from a premium resource to a more inclusive and dynamic marketplace as the format matures.

The sources of ad spending growth are shifting as telecom and financial services surge, while retail and CPG slow but still dominate in scale. Every industry is leaning harder into digital, with social and display ads commanding more budget than ever.

A new Teads Connected TV paper shows AI has firmly entered the mainstream of video advertising. Sixty percent of marketers now use generative AI to create scripts, voiceovers, and visuals, while others rely on AI tools for audience insights, performance analysis, and real-time optimization. The findings highlight a clear opportunity—marketers that combine AI’s scale and predictive testing with human oversight can build campaigns that are both efficient and distinctive.

DirecTV has launched on Vizio Smart TVs, broadening its reach and opening fresh advertising opportunities for brands, the companies announced Monday. DirecTV’s expansion into Vizio’s smart TVs dramatically widens its streaming footprint and gives advertisers a more measurable, performance-driven environment.

YouTube is an effective channel for reaching Gen Zers as use and creators influence expand, per our 2025 Gen Z Social Media Usage report. Over half (56%) of Gen Z social media users are spending more time on YouTube than they did a year ago, per YouGov. YouTube’s momentum with Gen Z shows its evolution from an entertainment hub to a discovery and shopping engine. Brands need to not only show up, but also design for searchability, optimize creator partnerships, and explore cross-screen viewing and messaging outreach.

Nearly half of US adults have changed their streaming subscriptions in the past six months, with cost now serving as the top driver of both cancellations and new signups. Two-thirds of those who dropped a streaming service said it was too expensive, per YouGov. As cost sensitivity rises, building trust through easy trials and frictionless exits will be crucial. The platforms that focus on quality service and diverse content over hype and lock-in systems will make their offerings feel more like essential services.

Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.

YouTube wants to be the home for both product discovery and ecommerce as it rolls out new shopping features across long-form videos and Shorts, per The Verge. Incoming additions include dynamic brand segments for swapping out sponsors, AI tagging of eligible products, and brand links in Shorts. YouTube is announcing new features—like shoppable masthead ads and text-to-video tools—at a breakneck pace, looking to capitalize on its growth across platforms. Brands should partner with both top creators and smaller influencers to boost discovery and purchases.

On today’s podcast episode, we discuss which of the over 500 sessions will be the most interesting conversation at this year’s Advertising Week 2025 in New York. Join Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, Analyst, Marisa Jones, and Senior Editor, Daniel Konstantinovic. Listen everywhere and watch on YouTube and Spotify.

Last week’s Amazon-Netflix partnership represents a convergence between commerce media and streaming TV that promises to blur the lines between brand-building and performance marketing while raising fundamental questions about which budgets, which teams, and which strategies will control advertising's future.

Connected TV (CTV) is nearing a third of overall TV ad spending as audiences shift attention to streaming platforms, per Madison and Wall. Linear TV still accounts for around two-thirds of overall US TV ad spending, but CTV increased its share by three percentage points YoY (excluding political ads). The path forward for advertisers depends on balance, not an either-or approach. Audience attention will continue shifting to CTV, making it a critical touchpoint—but with ad reach still low on streaming, linear will remain relevant.

Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.

US ad revenues grew 10.3% in Q2, excluding political advertising, continuing a trend of steady gains in 2025 despite tariff headwinds, per Madison & Wall. Digital advertising overall grew 15.8% and represented about a 70% share of ad spending. Ad growth is maintaining momentum, but the slowdown from 2024 indicates that advertisers are already becoming more cautious as tariffs and a recession could lead to a demand shock that affects advertising strategies.