Connected TV (CTV) continues to grow rapidly worldwide; 2025 marks the year when CTV advertising has moved from being an experimental channel to becoming a core part of the marketing strategy. With new formats, improved data measurement and programmatic precision, CTV offers a powerful opportunity to reach audiences where they are actually watching: on the big screen.
What is CTV – and why is it important?
Connected TV refers to internet-connected televisions and devices such as smart TVs, game consoles and streaming devices such as Chromecast or Apple TV. Unlike traditional linear television, CTV enables data-driven, targeted advertising with the same precision as digital channels – but in a premium format that engages the entire household.
For marketers, this means the best of both worlds: the reach of television and the measurability of digital advertising.
Strong growth globally and in Europe
The global CTV market continues to expand rapidly. Research shows that 87 percent of households in the US now have a CTV device.
CTV advertising spending is expected to reach $26.6 billion in 2025, an increase of about 13 percent year-on-year (IAB, 2025). In Europe, the market is expected to be worth $18.5 billion in 2025, with a compound annual growth rate of more than 23 percent through to 2030 (Mobility Foresights, 2025).
Four trends shaping CTV advertising in 2025:
Programmatic dominance
More and more campaigns are being bought via automated systems in real time, helping to maximise the number of impressions, cost per completed view (CPCV) and return on ad spend (ROAS).
Interactive and shoppable formats
New formats allow viewers to purchasing directly via their remote control or mobile; for example, by shopping for products or learning more about an offer without leaving the screen.
Improved measurement and attribution
Modern tools make it easier to connect CTV ads to actual traffic and conversions across multiple devices, strengthening the channel’s role in the entire customer journey.
FAST channels on the rise
Free, ad-supported streaming services (FAST), such as Pluto TV, Rakuten TV, and Samsung TV Plus are growing rapidly. They offer extensive reach at a lower cost, which is perfect for brands that are looking to build visibility on a larger scale.
Audiences are broadening—and engagement is increasing
CTV used to be primarily for young, digitally-savvy viewers, but today smart TVs and streaming services are used by all age groups. This makes CTV a channel that combines mass reach with precision. What’s more, the time viewers spend on CTV content is growing faster than ad spend, meaning that competition for attention is still low, providing an opportunity for brands that act now.
How Appelberg can help you succeed with CTV advertising
Together with our partner N365, we help companies build and optimise data-driven CTV campaigns on a global scale.
We combine storytelling, creativity, and audience analytics to:
- Identify the right audiences based on behaviour and context
- Continuously improve campaigns using programmatic tools
- Ensure measurable impact at every stage of the customer journey
- Reduce costs and increase the conversion rate
Whether you want to reach new customers via streaming services or strengthen your brand on the biggest screen in the home, Appelberg can help you take the next step with CTV advertising.
Sources:
Interactive Advertising Bureau (IAB): Video Ad Spend Report 2025
eMarketer: CTV Ad Spend Trends 2025
Alliance Digitale & DoubleVerify: CTV in Europe 2024
Mason Interactive: 2025 Trends for CTV Ads
Would you like to know more?
Isabel Svensson
Head of Distribution
+46 (0)76 170 57 53
[email protected]