CTV’s Ad Attention Scores Hit 69.5, Outpacing Online Video and Display

Attention has become digital advertising’s most valuable currency — and Connected TV is leading the charge. According to attention metric data from the analytics firm Adelaide, CTV has outpaced both online video and display by a wide margin, with attention scores jumping from 57.55 to 69.53 in just over a year. That growth reflects a broader industry shift: away from outdated measures like viewability and toward outcome-driven engagement. Thanks to immersive formats and a proven track record, CTV has cemented its place as a go-to channel for results-driven marketers.

And the market is adapting fast. Streaming giants like Netflix and Amazon are expanding their toolkit with interactive ad formats like QR codes and quizzes, giving advertisers new ways to create direct paths to purchase. Programmatic channels are also making CTV more accessible and measurable, helping to lower the barrier to entry and aligning TV with the demands of modern digital marketers. With economic pressure mounting, advertisers are turning to channels that prove performance — and CTV delivers with reach, interactivity, and real results.

Connected TV in the News

Nearly 6 in 10 Pharma Marketers Plan To Increase CTV Ad Spending This Year
EMARKETER
Healthcare and pharma are among the most likely industries to increase their CTV spending. In fact, 58% of these marketers say they will devote more of their budgets to CTV in the next year.

Streaming Now Commands Almost 45% of All TV Watch Time
MNTN Research
Connected TV hit a new milestone. For the first time, streaming surpassed both cable and broadcast combined in total watch time, accounting for nearly 45% of TV viewing in May.

Streaming Ad Exposures Drive Attention, Study Finds
MediaPost
A new study says advertising on free streaming platforms (like FAST channels) can result in the same attention levels — or higher — than those airings on ad-supported paid streaming platforms.