Connected TV (CTV) advertising is going to be stepping up in 2025. With enough of our audience having moved away from traditional advertising models, brands have learnt that they must adapt to a) stay relevant and b) meet your goals. As we approach 2025, several trends are expected to significantly shape how brands engage with their viewers through CTV. In this post, we'll highlight these key trends and offer insights on how advertisers can stay ahead in this dynamic landscape.
The Twin Use of Data for Targeting And Creative Versioning
Advanced targeting is transforming CTV advertising. Unlike traditional TV advertising that often relies on broad demographics, CTV allows brands to reach specific audiences based on interests, age, location, and viewing habits - and advanced creative solutions also allows each of these different audiences to see their own version of their ad. In fact, studies indicate that personalized ads can lead to up to such a drastic increase in engagement that brands are now seeing a direct ROAS on their CTV spends (see recent case study).
For example, a sports brand could target ads for running shoes specifically to viewers who have watched fitness-related content or have indicated interest in physical activities. By leveraging data in a duel capacity (targeting and creative), brands can deliver ads that matter to viewers with a message tailored to them, increasing the chances of interaction and purchase. In this new era, failing to personalize messages may mean losing potential customers.
Here is a concept demonstration of a real estate brand leveraging location data and current financial data to layer a dynamic Origin overlay, powered by Aperture, into their ad.
The Rise of Shoppable Strategies
While traditional TV ad practices have tended to focus on raising brand awareness, Connected TV (CTV) offers savvy marketers the unique ability to target consumers with more personal, more timely and more relevant messaging, making it an effective tool for both upper- and lower-funnel marketing.
A recent nationwide survey conducted by Origin, which polled over 10,000 U.S. households, has shed new light on the growing influence of Connected TV (CTV) advertising as a full-funnel marketing tool and provides a vital new level of insight into how we can facilitate the ability for consumers to make a purchase - should they want to of course.
Stronger emphasis on CTV In Cross-Platform Campaigns
In a world where viewers switch among devices, cross-platform campaigns are essential for CTV success. Most consumers use multiple screens while watching TV, so putting a stronger focus on this fact is one which we predict will bear tremendous fruit.
For instance, a fast-food chain could launch an online campaign featuring a special burger offer on social media, which then leads to a detailed and highly personalized ad on TV. This approach creates a seamless experience that can significantly boost brand visibility and conversion rates. Maintaining consistency across platforms not only strengthens brand presence but also enhances the overall consumer journey.
Seismic Shift Toward Directly Attributable Performance on CTV
No longer an idea reserved for innovation budgets or the pure play performance-based brands, the growing expectations and ever increasing scrutiny that goes into every dollar a media buyer spends means that brands want, by which I mean need, to see something back. This general shift towards outcomes will improve accountability, transparency and in turn, encourage brands to continue, possibly conclude, their journey from traditional TV advertising to TV2.0 (aka CTV).
The Growing Importance of Privacy and Data Security
As CTV advertising evolves, privacy and data security have come to the forefront. Thanks to the heady days of unbridled invasion on mobile and social, brands must now prioritize ethical data practices. Advertisers that actively communicate their commitment to protecting user information will foster stronger loyalty.
Companies are now adopting "privacy-first" solutions, which not only respect user data but also innovate ways to gather insights without compromising privacy. Implementing transparent data practices not only aligns brands with consumer values but also strengthens their market position.
Embracing the Future of CTV Advertising
As we look ahead to 2025 and beyond, the landscape of CTV advertising is ripe for transformation. With advanced targeting that can be accompanies by equally advanced creative messaging, consistent cross-platform messaging, a focus on privacy, and innovative strategies that encourage attributable performance, brands have numerous opportunities to connect with audiences more effectively.
To succeed in this evolving terrain, advertisers must stay informed and agile. By adopting these trends and focusing on viewer-centric strategies, brands can enhance their effectiveness and build lasting relationships with audiences. The future holds exciting possibilities for those willing to embrace innovation and adapt to change.
With this knowledge, advertisers can better prepare for the rapidly changing world of CTV advertising. Embracing these trends will enable a more meaningful connection with audiences, paving the way for success in the years to come!
Origin is an award winning provider of creative solutions and services for brands, creative teams and media agencies who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled dynamic creative capabilities and proprietary ad serving technology, Origin’s suite of dynamic ad overlays and native ad extensions allow advertisers to engage distracted audiences and achieve the outcomes they seek.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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