Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

This sponsored article by MNTN will explore CTV measurement strategies.

Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

CTV inventory has surged, but the linear TV ad market remains much larger.

Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.