Key CTV Trends Driving Advertising Innovation In 2025

In 2025, connected TV (CTV) will once again revolutionize advertising, offering marketers a combination of massive reach and performance-driven results. Its power to connect large audiences with downstream impact makes it the ultimate game changer in modern marketing.

From interactive ads to the rise of retail media networks, the future of CTV promises to deliver a more dynamic, performance-driven experience.

Samsung Ads gathered its North America leadership team’s predictions for 2025. Here’s a look at their insights on what will shape the advertising ecosystem in the coming year.

1. Performance CTV will additionally prove its shredding in the lower part of the funnel

CTV has proven itself as a brand-building medium. In 2025, it will also prove to be an effective conversion platform – new metrics and a robust targeting framework will make it a real holy grail for performance.

Education on redefining performance will be key both in the upstream, where performance can be injected into brand campaigns, and in the downstream, where results are focused on commerce and conversion. Expect more brands to use interactive and engaging ads to drive conversions, especially as they use first-party data to drive multi-channel strategies.

– Michael Scott, Vice President, Head of Sales and Ads Operations, Samsung Ads

2. Advertisers will take the driver’s seat with interactivity

As TV viewing is now a multi-screen experience, interactive components on TV and mobile will become an integral part of every ad break. Consumers are more inclined than ever, with 30% now regularly using their phones to scan QR codes when watching a TV show or commercial.

For advertisers looking to drive brand consideration and loyalty, QR code overlays and gamified experiences will continue to gain traction. These ad features drive meaningful engagement and create a more immersive, cross-platform ad journey that bridges the gap between passive and active viewing.

– Cathy Oh, Marketing Director, TV & Mobile Service Business and Samsung Ads

3. FAST will continue its forward trajectory

FAST continues to be a media darling and consumer obsession. Subscription services confirm this popular trend. Samsung Ads predicts that by 2030, all major SVOD platforms – Apple TV+, Disney+, Netflix and others – will integrate FAST channels, relying on curated library content to attract subscribers and reduce churn.

Expect more growth among native FAST services such as Samsung TV Plus, with FAST offerings being added to traditionally subscription-based platforms. The evolution of FAST reinforces its role as a vital bridge between consumer preferences and advertiser goals.

– Michael Scott, Vice President, Head of Sales and Ads Operations, Samsung Ads

4. CTV’s deterministic data will drive campaign optimization

In the coming year, media buyers will continue to struggle with measuring and determining a reliable source of truth. As privacy regulations tighten and third-party metrics decline, advertisers face pressure to achieve addressability without compromising user data.

Measurement will be critical, but which metrics can be trusted? Clean rooms, not necessarily measurement companies, will emerge as unsung heroes. According to IAB80% of companies either use or are considering using data clean rooms, but this technology is not necessarily a turnkey solution. To optimize campaign measurement, brands and agencies will seek to work with CTV partners with deterministic data.

– Travis Howe, Vice President, Global Head of New Product Solutions, Samsung Ads

5. CTV will no longer be reserved for the biggest advertisers

There will be more and more opportunities for SMEs to improve as the barriers to launching effective campaigns fall. The rise of self-service shopping, coupled with the power of influencers and generative artificial intelligence, will enable businesses of all sizes to develop impactful creative without the need for extensive resources.

– Michael Scott, Vice President, Head of Sales and Ads Operations, Samsung Ads

Looking ahead, the shift toward more interactive, data-driven and performance-driven advertising at CTV is undeniable. From seamless multi-screen experiences with innovative ad formats to the increasing power of first-party data, 2025 will be a pivotal year for brands of all sizes, media buyers and consumers. The future is here. It’s an exciting time for the CTV world to strengthen brand-audience connections.

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