58% of Marketers Will Increase Spend on CTV in H2 2025

CTV is changing the TV screen from a reach play to marketers’ go-to platform for full-funnel performance. New research from Mediaocean, PwC, and IAB shows that marketers are embracing Connected TV as a performance driver, not just a branding tool. A majority (58%) plan to boost their CTV spend in H2 2025 — more than any other channel. This momentum follows a standout 2024, when U.S. CTV ad revenue jumped 29.3% year-over-year to $17.6 billion. While traditional TV faces pullbacks, CTV is absorbing those dollars, driven by its unique blend of emotive storytelling and digital precision. PwC projects the CTV market will reach $20.5 billion in 2025 and $30 billion by 2029, propelled by innovations like shoppable formats and interactive experiences.

Still, scale brings growing pains. Fragmentation and measurement challenges remain top concerns, with over half of marketers calling for better visibility across platforms. Advertisers want results — and increasingly, they’re turning to AI to deliver them. Generative AI is no longer a novelty: 51% of ad buyers already use it to craft video ads, and nearly 40% of all digital video spots are expected to be AI-generated by 2026. As CTV matures into a performance-first channel, advertisers will need sharper measurement, flexible creative, and integrated campaigns that resonate across the sales funnel if they want to make a lasting impact.

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