By Jonathan Baker Connected television (CTV) was first launched in the early 2000s, making it a relatively new format for watching video. In the last few years, the advance of this video format has progressed not incrementally but by huge strides. More Viewers are Buying Smart TVs In the last several years, there has been a lot of coverage about CTV. Complementing this coverage is an ever-increasing number of users who buy Smart TVs and sign up for any number of streaming subscriptions. Earlier this year, Global Newswire reported that the global smart TV market size reached $290.7 in 2024. Looking to the future, that figure is projected to reach $475 by 2033. So, more viewers are opting for CTV. And more viewers mean more advertising opportunities. And brands are as willing to invest in these ad opportunities as viewers are in buying smart TV sets. Money on Media Deals for CTV A recent article in Media Post declared that CTV is a “must buy” for 2025. Citing findings from a collaborative survey conducted by IAB, Advertiser Perceptions, and Guideline, the pursuit of media deals for CTV (at 68 percent) has taken the lead over those for social media (at 62 percent). Granted, that is only a small lead, but it indicates the power and direction of where this video format is headed. The focus among marketers is understandable, if only for the unique advantage behind advertising on CTV: The brand messaging that appears genuinely matches the needs and interests of viewers (read: potential customers). And new technological advances ensure the match between CTV ads and potential customers becomes even stronger. Enter Samsung… Introducing an Interactive Ad Format, Courtesy of Samsung The iconic electronics company recently launched Creative Canvas, an interactive advertising format which automates and delivers content. Through this format, brands have a wide variety of solutions to offer interactive ads to interested viewers as well as the capacity to measure real-time effectiveness of this content. Viewers who see ads that appeal to them can interact and, if interested, purchase a product or service presented to them. This type of advance will continue. The Future: Frictionless Advertising The Creative Canvas innovation from Samsung proves the need and demand to create a seamless bond between brands and customers. Recently, in TV Technology, Michael Scott, vice president and head of ad sales and operations at Samsung Ads stated: “As actionable video formats take shape within the CTV space, Creative Canvas offers our advertising partners a frictionless, one-stop-shop for memorable and dynamic ads.” Late last, year EGC predicted CTV to be among the top marketing trends to watch in 2025. That prediction is coming true. Looking to increase the reach of your brand’s reach via video advertising? Let’s view the possibilities together. Get in touch to learn more.
