{"id":48578,"date":"2024-11-15T18:22:21","date_gmt":"2024-11-15T18:22:21","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?post_type=resource&#038;p=48578"},"modified":"2024-11-15T20:51:52","modified_gmt":"2024-11-15T20:51:52","slug":"2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play","status":"publish","type":"resource","link":"https:\/\/www.demandgenreport.com\/resources\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\/48578\/","title":{"rendered":"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play"},"content":{"rendered":"<p class=\"p1\">Fifteen years ago, Connected TV (CTV) advertising began as a programmatic advertising format thanks to the rise of streaming services and smart TVs. Today, marketers have fully embraced the strategy, and CTV has now entered the mainstream of B2B advertising.<\/p>\n<p>Companies have moved beyond the initial use cases of building awareness and are now also using CTV advertising to deliver a targeted and personalized ad experience and to drive performance.<\/p>\n<p class=\"p1\">In this report, we analyze the key trends and themes around CTV usage, adoption, and future expectations, including how companies:<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">Plan to level up their CTV advertising to maximize results;<\/li>\n<li class=\"li1\">Define what success looks like in a CTV program;<\/li>\n<li class=\"li1\">Evaluate new CTV programs and opportunities; and<\/li>\n<li class=\"li1\">Decide how much to spend on CTV in the future.<\/li>\n<\/ul>\n","protected":false},"author":75,"featured_media":48579,"template":"","resource_category":[19155,19149],"topic":[19313],"class_list":["post-48578","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_category-state-of-guides","resource_category-reports","topic-benchmark-survey"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play - Demand Gen Report<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.demandgenreport.com\/resources\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\/48578\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play - Demand Gen Report\" \/>\n<meta property=\"og:description\" content=\"Fifteen years ago, Connected TV (CTV) advertising began as a programmatic advertising format thanks to the rise of streaming services and smart TVs. 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Companies have moved beyond the initial use cases of building awareness and are now also [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.demandgenreport.com\/resources\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\/48578\/\" \/>\n<meta property=\"og:site_name\" content=\"Demand Gen Report\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-15T20:51:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.demandgenreport.com\/wp-content\/uploads\/2024\/11\/MNTN_Surv_112024_LP.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/\",\"name\":\"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play - Demand Gen Report\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/MNTN_Surv_112024_LP.png\",\"datePublished\":\"2024-11-15T18:22:21+00:00\",\"dateModified\":\"2024-11-15T20:51:52+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/MNTN_Surv_112024_LP.png\",\"contentUrl\":\"https:\\\/\\\/www.demandgenreport.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/MNTN_Surv_112024_LP.png\",\"width\":1600,\"height\":800,\"caption\":\"MNTN Surv 112024 LP\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/resources\\\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\\\/48578\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.demandgenreport.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.demandgenreport.com\\\/#website\",\"url\":\"https:\\\/\\\/www.demandgenreport.com\\\/\",\"name\":\"Demand Gen Report\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.demandgenreport.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play - Demand Gen Report","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.demandgenreport.com\/resources\/2025-state-of-ctv-advertising-mainstream-acceptance-more-sophisticated-uses-in-play\/48578\/","og_locale":"en_US","og_type":"article","og_title":"2025 State Of CTV Advertising: Mainstream Acceptance, More Sophisticated Uses In Play - Demand Gen Report","og_description":"Fifteen years ago, Connected TV (CTV) advertising began as a programmatic advertising format thanks to the rise of streaming services and smart TVs. 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