Connected TV (CTV) & Programmatic: Why Smart Advertisers Are Making the Switch

August 20, 2025

The way people watch TV has completely changed and so has how brands reach them. With audiences moving to streaming platforms and expecting more relevant content, the traditional advertising approaches are quickly becoming obsolete.

Enter Connected TV (CTV) and Programmatic Advertising, a duo that delivers precision and performance, which marketers have been seeking for decades.

So, why is this pairing such a game-changer? Let’s break it down.

The Power behind the Partnership

  • Audience-First Targeting: Gone are the days of hoping your ad reaches the right audience. Programmatic allows brands to zero in on the right households, the right devices, at the right time.
  • Premium Inventory at Scale: As cord-cutting rises, CTV provides access to high-quality content environments that traditional linear TV cannot match.
  • Real-Time Optimization: Unlike traditional TV buys locked in for months, programmatic CTV campaigns adapt in real-time. Advertisers can test, tweak and adjust instantly for maximum impact.

What This Means for Advertisers

  • Smarter Budgets: Every impression becomes accountable. With detailed analytics and attribution modeling, advertisers can track exactly how their CTV investments drive business outcomes.
  • Personalisation at Scale: You can deliver tailored messages based on viewing behaviour, purchase history and demographic data, ensuring ads are as targeted as your search or social campaigns, but on the biggest screen in the house.
  • Measurable Outcomes: Beyond brand awareness, CTV campaigns now deliver tangible performance metrics such as tracking direct website traffic spikes, app downloads, store visit increases and even offline sales attribution through advanced technologies.

The Numbers Tell the Story

Programmatic CTV spending now accounts for over 90% of all CTV transactions in 2025, marking a significant shift in the way television advertising operates.

The bottom line? CTV and Programmatic aren’t just keeping up with the shift in viewing habits, they’re leading it. For advertisers, this means campaigns are sharper, smarter and far more effective than old-school TV buys.

Did You Know?

More than 70% of advertisers now see CTV as both a branding and performance channel, a clear sign it’s no longer “just awareness” but a full-funnel powerhouse.