LG and Teads data show higher recall, clicks, and conversions without disrupting viewers.

CTV’s evolution will hit full stride in 2026 amid rising viewership, better measurement, and interactive ads.

Most viewers pause for 1 to 5 minutes, offering extended periods for non-intrusive ads likely to drive action.

Sell-side platform PubMatic and connected TV (CTV) ad company BrightLine announced a partnership that will bring addressable and interactive CTV ad formats to PubMatic’s programmatic platform. As interactivity becomes a critical differentiator in a crowded CTV ad landscape, marketers can use PubMatic and BrightLine’s partnership to more easily deploy interactive CTV ad formats across major publishers.

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.

DirecTV and Glance will bring AI-powered ads to idle TV screens in 2026, per Digital Trends. Instead of a screensaver, DirecTV’s streaming devices will display personalized AI content, opening doors for shoppable ads, travel ideas, news, and more. Personalization is key for those spots to succeed. Advertisers should focus on demographics and viewing context for placements. If the ads don’t feel relevant or include images that delve into uncanny valley, consumers could turn off the TV and leave the brand altogether.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.