The Real State of CTV Advertising: Overhyped, or the Smartest Play of 2025?
The value of Connected TV has been one of the biggest marketing debates from the past two years. Since the rise of streaming services replacing Traditional TV, CTV seemed like the way to go—but due to lack of conversion data collection, some advertisers have left CTV in the dust. However, a new study from Comscore is here to settle that argument, proving CTV advertising is the way to go. Comscore, a leading data and research company, released a study called the Comscore’s State of Programmatic 2025 which explores 2025 trends of advertising budget allocation. Here are the highlights:
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Impression Rates
CTV advertising has been on the rise since 2023 with a projected growth of 28% in 2025. Due to streaming services adding advertisement back into packages and the continual decline of Traditional TV. However, the question of branding vs performance still remains. According to Streaming Media, “A surprising 80% of marketers identify CTV as the most effective channel for achieving brand objectives, yet only 20% believe it’s suitable for performance marketing goals, i.e., driving direct sales.” Comscore’s report claims that they are able to record 89% of impactful impressions through CTV, making it a true source of performance-campaign conversions despite what marketers believe.
Contextual Targeting
Along with Traditional TV, tracking cookies are also being left behind. With the rise of privacy concerns from third-party data, marketers need to pivot for new ways to target their audience through first-party data strategies. Another popular avenue is the use of contextual advertising. This is when advertisers monitor what their audience is consuming and targeting them that way. Comscore reports this first-party pivot as over 50% of marketers are transitioning to contextual advertising by the end of 2025.
Deduplicated Reach & Frequency Measurement
Finally, Comscore reported that 80% of marketers share a need for increased deduplicated reach and frequency measurement. Meaning marketers are pushing for more ID data across CTV touchpoints to identify who they are reaching as well as frequency measurements for individuals and households. Both of these measurements are crucial for recording audience targeting for campaigns as well as measurement.
Capturing relevant information about customers, fans, followers, and friends enable us to create more personalized interactions.
Discover Programmatic Solutions at Kraus Marketing
Traditional TV advertising is a thing of the past. Karus Marketing offers tested and proven success through programmatic CTV advertising. Our team will help your brand choose the best strategic path as well as create an impactful visual story to reach your audience. From strategy to creative to reporting—we can handle it all in-house. Contact our team to get started.