In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance-driven results. Its power to connect broad audiences with lower-funnel impact makes it the ultimate game-changer in modern marketing.
From interactive ads to the rise of retail media networks, the future of CTV promises to deliver a more dynamic and performance-driven experience.
Samsung Ads gathered predictions from its North America leadership team for 2025. Here’s a look at their insights around what will shape the advertising ecosystem in the coming year.
1. Performance CTV will further prove its lower-funnel chops
CTV has proven itself as a brand-building medium. In 2025, it will prove itself as an effective conversion platform as well – new benchmarks and a robust targeting framework will make it a true holy grail for performance.
Education on redefining performance will be crucial for both upper funnel, where performance can be injected into brand campaigns, and lower funnel, where outcomes are focused on commerce and conversion. Expect more brands to use interactive and engaging ads to deliver conversion, particularly as they use first-party data to execute omnichannel strategies.
– Michael Scott, Vice President, Head of Ad Sales & Operations, Samsung Ads
2. Advertisers will take the driver’s seat with interactivity
As TV viewing is now a multiscreen experience, interactive components across TV and mobile will become integral to every ad break. Consumers are more leaned in than ever, with 30% now regularly using their phones to scan QR codes when watching a TV show or commercial.
For advertisers looking to boost brand consideration and loyalty, QR code overlays and gamified experiences will continue to gain traction. These ad features drive meaningful engagement and create a more immersive, cross-platform ad journey that bridges the gap between passive and active viewing.
– Cathy Oh, Chief Marketing Officer, TV & Mobile Service Business and Samsung Ads
3. FAST will continue its forward trajectory
FAST continues to be a media darling and consumer obsession. Subscription services validate this popular trend. Samsung Ads predicts that, by 2030, all major SVOD platforms – Apple TV+, Disney+, Netflix and others – will integrate FAST channels, relying on curated library content to attract subscribers and reduce churn.
Expect to see more growth among native FAST services like Samsung TV Plus, in addition to FAST offerings being added to traditionally subscription-based platforms. FAST’s evolution cements its role as a vital bridge between consumer preferences and advertiser goals.
– Michael Scott, Vice President, Head of Ad Sales & Operations, Samsung Ads
4. CTV’s deterministic data will drive campaign optimization
In the coming year, media buyers will continue to grapple with measurement and determining a reliable source of truth. As privacy regulations tighten and third-party metrics decline, advertisers face pressure to achieve addressability without compromising user data.
Measurement will be critical, but which metrics can be trusted? The clean rooms, not necessarily the measurement companies, will emerge as the unsung heroes. According to the IAB, 80% of companies are either using or considering data clean rooms, but this technology is not necessarily turnkey. To optimize campaign measurement, brands and agencies will seek to work with CTV partners with deterministic data.
– Travis Howe, Vice President, Global Head of New Product Solutions, Samsung Ads
5. CTV will no longer be reserved for the largest advertisers
There will be increased opportunities for small and midsize companies to thrive as the barriers to launching effective campaigns continue to fall. The rise of self-service buying options, coupled with the power of influencers and generative AI, will allow businesses of all sizes to develop impactful creative without the need for extensive resources.
– Michael Scott, Vice President, Head of Ad Sales & Operations, Samsung Ads
As we look ahead, the shift toward more interactive, data-driven and performance-focused advertising in CTV is undeniable. From seamless multiscreen experiences with innovative ad formats to the growing power of first-party data, 2025 will be a pivotal year for brands of all sizes, media buyers and consumers. The future is here. It’s an exciting time for the world of CTV to strengthen brand-audience connections.
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