Samsung Ads: Future of CTV Advertising Trends for 2025

Connected TV (CTV) is gearing up to revolutionize the advertising game in 2025, blending the best of traditional TV storytelling with the precision of digital advertising. This means big things for marketers looking to connect with audiences in fresh and effective ways across the entire marketing funnel. Get ready for a wave of innovative advertising strategies that go beyond just reaching viewers to actually engaging them on a deeper level.

Samsung Ads, with a team of forward-thinkers led by Sang Kim, Michael Scott, Cathy Oh, Travis Scott Howe, and Eldad Persky, is celebrating a decade and sharing their predictions for the year ahead. Here’s what’s in store for the advertising landscape according to these industry experts.

In 2025, CTV is expected to step up its game as a brand-building and conversion platform. Advertisers who are used to search and social video marketing might find CTV’s larger canvas a bit daunting, but fear not! New frameworks and better targeting options will make CTV a dream come true for performance marketers. Expect more interactive ads and data-driven strategies to boost conversions and help brands engage consumers in meaningful ways.

Interactivity is the name of the game in modern TV viewing. More and more viewers are reaching for their phones to interact with what they’re watching on TV. That’s why interactive elements in ads, like QR code overlays and gamified experiences, are becoming increasingly popular. These features not only capture viewer attention but also create a seamless ad journey across TV and mobile devices, enhancing brand engagement and loyalty.

Determining the success of advertising campaigns in the digital age can be tricky, especially with evolving privacy regulations and changing metrics. In 2025, data clean rooms will play a critical role in ensuring accurate and reliable campaign optimization. Brands, clean rooms, and CTV partners will need to work together to achieve measurable results across the entire marketing funnel.

Gaming is also on the rise, attracting more viewers and offering new opportunities for advertisers to engage consumers through in-game advertising and interactive experiences. Expect to see more reward-based opportunities for brands across gaming platforms, providing consumers with engaging interactions with their favorite brands.

The TV landscape is changing, making it easier for smaller companies to get in on the action. Niche streaming services and curated apps present new opportunities for brands seeking safe and engaging advertising spaces. Advertisers are shifting away from linear TV and user-generated content to focus on vetted OEM ecosystems that offer quality and reliability.

And don’t be surprised if you start seeing a more diverse range of brands on CTV platforms in the future. Small and mid-sized businesses will have more opportunities to shine, thanks to self-service buying options and innovative AI-powered tools that can help optimize creative without breaking the bank.

Stay tuned for an exciting year ahead in the world of CTV advertising, as brands continue to find new and creative ways to connect with consumers on the big (and small) screen.