This is that moment of the year when TV lights get brighter, ad decks fly in fast, and opportunity hides in corners most don’t see. Q4 has always been a bit chaotic — but that’s where we thrive. Let’s walk through what’s happening now, what’s coming, and how the sharpest advertisers make magic when “every slot is sold” is just the starting point.
Linear’s Big Moment: The Power of Live
After a slower summer, live sports and tentpole programming are giving linear TV a well-deserved lift. Whether it’s football, basketball, or holiday specials, audiences continue to tune in for shared, real-time experiences.
Linear ad revenue has climbed this year, reaffirming its staying power in a multi-screen world. It’s where big cultural moments still happen — the kind of events that get people talking the next morning and bring households together around the same screen.
While streaming continues to expand, linear remains the foundation for reach and brand-building. It delivers the scale, energy, and storytelling impact that’s hard to replicate anywhere else. The smartest advertisers are leaning into that strength, pairing linear’s broad visibility with digital precision for campaigns that connect everywhere consumers watch.
Streaming Strength: CTV Keeps Climbing
Streaming isn’t slowing down anytime soon. Digital video now accounts for nearly 60% of total video ad spend, and connected TV continues to be one of the fastest-growing channels in the mix. It’s where audiences are spending more time, and where brands can target, test, and tailor creative in real time.
The beauty of CTV lies in its flexibility. It allows brands to extend their linear storytelling into more personalized spaces — reinforcing messages across platforms and keeping viewers engaged beyond the big screen. As programmatic capabilities evolve, advertisers are gaining even more control over when, where, and how their audiences are reached.
When linear and streaming work together, brands can balance mass awareness with measurable performance. That’s the sweet spot for Q4: connecting the emotional power of TV with the precision of digital to maximize impact.
The Marketplace: Fast, Flexible, and Full of Opportunity
Yes, Q4 is competitive — it always is. But opportunity still abounds for advertisers who stay alert and adaptable.
Inventory across sports, retail, and seasonal programming is in high demand, but there’s plenty of value to be found for those who know where to look. Late-season scatter openings, strategic daypart shifts, and cross-platform buys are creating fresh ways to reach audiences at scale.
Diray has always excelled at uncovering those moments — finding the placements that others overlook and maximizing visibility where it matters most. It’s not about waiting for open spots; it’s about anticipating where opportunity will appear next.
As AI-driven tools and analytics sharpen, media planning is becoming faster and smarter. Brands that keep their plans flexible and act decisively can capitalize on every new window that opens — even in the busiest months of the year.
Holiday Viewing: Where Emotion Meets Action
As the holidays approach, screens become the center of the season. Viewers are watching together, shopping online, and taking in more video content than at any other time of year. It’s the perfect environment for brands to inspire, entertain, and drive conversion all at once.
Shoppable and interactive ad formats are gaining traction, making it easier for viewers to engage directly with what they see. But it’s not just about the technology — it’s about storytelling. Holiday campaigns that connect emotionally, capture nostalgia, or highlight shared experiences tend to stand out and resonate longer.
This is the season where brand and performance intersect. When done right, holiday TV isn’t background noise — it’s the heartbeat of the moment that moves viewers from inspiration to action.
Looking Ahead: The Year of Smarter Screens
As we approach 2026, the video landscape continues to evolve — and that’s good news for brands.
Measurement is becoming more unified, finally bridging the gap between linear and streaming performance. Retail media and shoppable TV are expanding, giving advertisers more direct paths to purchase. And AI is quietly transforming how campaigns are planned, optimized, and measured — allowing for faster adjustments and greater efficiency without losing the creative spark that drives great advertising.
At Diray, we see this as a moment to lean in. The future of video isn’t about choosing one channel over another — it’s about mastering the mix. Linear, streaming, and digital each have a role to play, and the brands that embrace that full picture will see the strongest returns this quarter and beyond.