CTV for 2025 - Up, Up and Awaaaay!
- Scott Davis
- Jan 6, 2025
- 2 min read
Updated: Jan 7, 2025
Original article sourced for this blog post can be found here:
EMARKETER, "4 CTV ad spend trends to track in 2025" by Emmy Liederman
GroupM (media investment arm of WPP) is forecasting ~13% growth in 2025 for CTV and that the market will overtake linear TV revenue by 2029. By 2026, CTV will account for 1/5 of time spent with media per day in the USA (checkout details about it from emarketer here).
Free ad-supported CTV subscriptions have boosted the industry's growth. This model is dubbed "FAST" (Free Ad-Supported Television). Sarah Harms, VP of advertising marketing and measurement at Roku commented on how FAST is repurposing existing content. (Personally, I subscribe to Paramount for Star Trek and Netflix for Seinfeld)
So, while there's currently only 2 FAST companies with $1 billion plus in ad revenue, by 2026, there will be 9!! Sarah Harms predicts that there will be 20K new advertisers entering CTV in 2025.
With these new entrants, the consideration for self-serve options comes up as many other traditional channels allow for self-serve setup and budgets.
[Article further details the consideration of programmatic in the CTV space]
Some trusted players in the CTV Programmatic Space:
Things I Learned from this article:
Who GroupM is - WPP's media investment group... WPP is one of the "Big Four" advertising holding companies alongside Omnicom, Publicis, and Interpublic Group (IPG). Note that Omnicom is acquiring IPG as of Dec. 2024.
Never heard of emarketer until now. But, looks like a great source for data and industry news!
Name Drops:
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