Turning viewership into value: How CTV ads are engaging audiences

In 2009, Gerhard Zeiler—now President of Warner Bros. Discovery International—made a compelling statement about television’s future.

“To make a business out of the growing non-linear TV, habits of our viewers is one of the most important factors that will determine whether we have a shrinking or growing TV industry in the future,” he told industry professionals at the Edinburgh International Television Festival.

Sixteen years later, it’s clear the industry rose to the challenge that Zeiler laid out. Just think: When did you last watch Netflix or Amazon Prime? It was likely within the past week; you’re probably part of the rapidly growing global Connected TV (CTV) audience.

CTV includes any internet-connected device, such as TVs, phones, or tablets, that stream content on demand. Its reach is expanding fast, a shift that places CTV at the center of major digital marketing trends. For example, about 88% of US households now watch CTV.

Billions in play: Big brands are investing

In 2025, with such vast audiences, it’s evident that CTV’s rise presents massive opportunities for advertisers, who are investing heavily: their total spending is projected to reach $33 billion this year.

Big spenders in the CTV ad market include Verizon, Ford, and Febreze, while major recipients include Netflix, YouTube, Amazon Prime, Roku, and Hulu.

Why CTV ads are working

As well as the vast and growing audiences advertisers can reach via CTV, Happydemics‘ benchmark data—drawn from 6,500 Brand lift studies across all media—reveals several key reasons why major players are investing heavily in this format.

Precise targeting and emotional impact

CTV marries the precise targeting of digital advertising with the emotional connections of TV ads.

Low audience fatigue

Consumers perceive it as a novel and engaging advertising format.

Integration with other ad formats

It can be part of a broader digital strategy—integrating seamlessly with campaigns across mobile, desktop, and social media to create a unified brand presence.

Enhanced brand perception

CTV is a highly regarded ad format that elevates brand visibility. Its premium, immersive ad experience builds a strong connection with targeted audiences, strengthening brand recognition and desirability.

Our Brand lifts show that these advantages result in a notable improvement in brand performance: CTV ads score 2 points above average for both attribution rate and ad perception when compared to all other media types.

CTV advertising is particularly effective in driving both higher consideration—encouraging audiences to see a brand or product as a relevant option—and increased specific intent, such as taking action to learn more, purchase, or recommend.

While linear TV and CTV each play a distinct role in the marketing mix, our data shows that CTV drives, on average, a 2-point higher lift in consideration and a 7-point higher lift in specific intent compared to linear TV. This highlights CTV’s ability to engage audiences in a way that complements traditional TV strategies, offering advertisers an additional lever to drive meaningful outcomes.

Turning viewership into value

How can advertisers turn those advantages and the vast CTV viewership worldwide into valuable engagement and get ROI on their ad spend? Understanding its unique strengths and making it part of a multichannel strategy is key.

In a media plan, CTV advertising is very effective for upper funnel KPIs and leads to improved brand recognition and brand image. Its true power emerges when combined with out-of-home (OOH), digital out-of-home (DOOH), and social media advertising, which are all typically effective for lower funnel KPIs and used to encourage purchases.

Moreover, CTV’s potential goes beyond traditional ad formats. Interactive features—such as shoppable ads and QR codes—transform passive viewing into active engagement. Our Brand lift studies show that adding a QR code alone can elevate attribution, consideration, and even purchase intent, proving that the right creative elements can turn CTV ads into a direct driver of business outcomes. By embracing these innovations, advertisers can unlock new levels of impact, bridging the gap between brand storytelling and measurable action.

Looking ahead at a unique opportunity

Zeiler’s 2009 statement underscored the need for the TV industry to evolve with changing viewer habits. Today, CTV has not only met that challenge—it has redefined the way brands connect with audiences.

As its global reach continues to expand, advertisers have an unprecedented opportunity to go beyond mere visibility and create deeper, more meaningful engagement. By integrating CTV into a dynamic, multi-channel strategy, brands can transform passive viewership into active participation, loyalty, and long-term growth. The future of TV isn’t just about being seen—it’s about interacting, influencing, and inspiring.