Beyond the Living Room: 3 Unexpected Places CTV Advertising Is Thriving Now

When we think of Connected TV (CTV), our minds often picture a cozy living room couch, a smart TV and an evening binge session. But CTV has officially moved beyond the living room and smart marketers are following.

Because of how people watch TV now and with so many smart TVs out there, CTV is showing up in places that may surprise you and they’re delivering real results.

You’re probably well aware, but for anyone who might have missed it, here are 3 unexpected environments where CTV is absolutely thriving right now and this growth isn’t slowing down anytime soon!

1️⃣ Gyms & Fitness Studios

Who says ads only work on the couch? More and more fitness spaces are streaming CTV content: from workout guides to live entertainment – right on smart screens near treadmills and weights.

💪 Why it works:

• People spend focused, uninterrupted time in these spaces.

• It’s perfect for wellness, activewear, nutrition, and health insurance brands.

• Ad slots are often underpriced compared to traditional CTV buys.

2️⃣ Hotel Rooms & Hospitality Spaces

Smart TVs in hotels aren’t just for Netflix binges anymore. From boutique stays to business hotels, OTT access has become a standard amenity and a prime CTV opportunity.

🏨Why it works:

• You can target by city, region, or even hotel type.

• Perfect for brands in travel, food delivery, lifestyle, and entertainment.

• Guests are relaxed, tuned in and open to discovery – it’s a premium screen in a premium moment.

3️⃣ Public Transit Screens (Yes, really)

Next time you’re in an airport lounge or on a city bus, look around, you might just spot a CTV screen. Wi-Fi-enabled transit hubs are bringing ad-supported streaming into new places.

🚌 Why it works:

• Captive audience + dwell time = ideal attention window

• Perfect for short, high-frequency messaging

• Location-aware targeting makes messaging timely and contextual

As CTV viewership becomes more fragmented and personal, marketers need to think beyond the “TV” part of connected TV and start focusing on where the attention really is.

💭Fun Fact! 

According to research, over 30% of CTV impressions in India are now happening outside of traditional households – with gyms, hotels and travel hubs leading the way.