CTV Report
Pause Ads, AI, and Interactivity: What’s Next for CTV
by Frankie Karrer
Abstract
- Interactive ads see a 36% boost in unaided recall, a 13% increase in foot traffic, and a 33% lift in brand affinity compared to standard CTV formats.
- Pause ads are preferred by 63% of viewers over frozen screens and deliver 34% stronger ad recall.
- AI is helping advertisers improve targeting, performance optimization, and attribution accuracy across CTV campaigns.
At Advertising Week New York 2025, industry leaders gathered to share what’s next for Connected TV. An EMARKETER analysis distilled the discussion into three key trends shaping the future of the channel: interactive ads, pause ads, and AI. Each reflects how CTV is evolving beyond traditional formats and offering more dynamic, measurable ways to engage audiences.
For brands looking to get a jump start on these three trends, now’s the time to test and learn. Interactive formats and pause ads can deliver real impact — but only when aligned with viewer behavior and context. And while AI is already enhancing targeting and measurement, when it comes to creative, viewers are quick to spot (and reject) content that feels artificial. The real opportunity lies in using AI to speed up production and uncover insights without compromising the quality and authenticity that make great ads work. Ultimately, the brands that start experimenting now will have a clear advantage when these trends become more mainstream.
Connected TV in the News
Linear Ad Impressions Decline Even As Spending Grows Amid Shift to Streaming
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Despite the decline of linear TV ad impressions, and the shift to digital and Connected TV for video viewing, there are a few key reasons why advertisers are increasing investment in linear.
FAST Viewership Has Grown 12% YoY
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