Digital video is starting off strong in 2025—and Connected TV (CTV) is leading the charge. According to the IAB, 68% of marketers now consider CTV a “must-have” in their media mix. And with CTV ad spend projected to grow 13% year-over-year—hitting $26.6 billion, 43% higher than online video—it’s clear that CTV is no longer a test-and-learn channel. It’s a strategic staple.
But while CTV is earning its place at the top, savvy marketers aren’t treating it as a standalone solution. They’re using CTV to complement their linear buys, building full-funnel video strategies that drive awareness and convert intent.
Why? Because the numbers back it up: 📈 +20% lift in sales when CTV is layered onto a linear-only strategy 🛒 +25% increase in Amazon Glance Views 🎯 2x higher conversion rate when adding retargeting to your campaign
These results show the power of a total video strategy—one that maximizes reach, drives engagement, and delivers measurable outcomes across every screen. While social video is still forecasted to lead in spend at $27.2B, CTV is right behind it and growing fast.
As budgets shift and strategies evolve, CTV isn’t just gaining momentum—it’s helping brands bridge the gap from exposure to action. The key? Knowing how to connect the dots between platforms.