42.1% of Marketers Prefer CTV Over Linear for Its Interactive, Digital Creative

A new report reveals that marketers are syncing strategies across platforms — especially between social and Connected TV. According to eMarketer and Smartly, a combined 78.4% of advertisers now run campaigns on both channels, with 44.5% spending at least 30% of their digital budgets on video. CTV in particular is emerging as a performance powerhouse: 42.1% of marketers say they choose it over linear TV because of its interactive, digital creative potential. This isn’t just about reach — it’s about turning video into a full-funnel engine that delivers both immersion and measurable results.

Creative agility is key to this shift. 55.2% of marketers are moving quickly by lightly adapting their social content for CTV, with only 24.1% building unique creative for each channel. Marketers say they are investing in storytelling formats (57.7%), motion graphics (43.2%), and shoppable features (41.8%) to drive both engagement and conversions. And while most teams involve creative in production (87%), just 13% bring them in for post-launch optimization — a gap that will need to close as video strategies mature. For brands looking to make the most of their digital video mix, Connected TV is proving itself as a creative playground for driving performance.

Connected TV in the News

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Netflix beat expectations with $11.08B in Q2 revenue as its ad tier nears 94M users and full-year revenue is now projected to hit $45B.

59% of Viewers Say CTV Ads Help Drive Their Holiday Buys
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According to LG Ad Solutions, nearly 60% of viewers say CTV ads impact their holiday purchases — a 43% jump from last year.

Streaming’s Share of TV Surges, but CTV Remains a Challenge for Advertisers
EMARKETER
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