How CTV Stole My Attention Span in 2025

Remember when TV ads were something you skipped? Well, in 2025, CTV has flipped the script. From binge-watching true crime to being entertained with cooking shows, we’re all glued to streaming. Now, ads are cinematic, interactive, geo-targeted stories, and somehow know exactly what you’re thinking. Ads are now entertainment experiences… and… they are unskippable! Creepy? Maybe. Effective? Absolutely. That’s us - we’re tracking your every thought before you think it. We know your zip code, your search history and even your favorite recipes. We even know you paused “Shark Tank” and at what point you returned. Ever wonder why you may be talking to your spouse about home improvements and then be hit with an ad for solar panels while watching your favorite TV show and then later on your phone and social media? Keep reading.

CTV campaigns are now so slick and targeted, they might deserve their own Emmy. Picture this: You're a homeowner, environmentally conscious, and looking for ways to sustainably save on your energy bills. You’re watching a thriller on your favorite streaming platform and halfway through an ad shows someone just like you installing solar panels, saving money and casually mentioning a tax credit you didn’t even know existed. Even better, there’s a QR code that takes you to a personalized energy savings calculator. What sorcery is this? It's not a hallucination, it's the U.S. Department of Energy’s “Green Tomorrow” campaign. With the use of localized storytelling, family-friendly plotlines, and interactive CTV elements, their ads became so engaging that viewers even started to rewatch the ads. Results? A 30% bump in renewable energy awareness and a 40% spike in website traffic purely from targeting CTV with advertising.

Two-thirds of households have a smart TV and nearly everyone has a device to get streaming platforms (tablet, phone, computer, smart TV, etc). And now we can get live sports over streaming platforms. Amazon has even started offering a “pause ad” feature while other CTV ads being pitched are “squeezeback ads” and “companion ads” particularly effective for live sports. This allows ads to be run side by side next to content. AI can now even make the ads float over content.

If you’re still pouring your ad dollars into cable and display advertising, it’s time to pivot. CTV isn’t the future, it’s what’s happening right now. If the federal government can make a heartwarming ad about energy-efficient dishwashers, so can you. When combining CTV with other tactics, we can help you measure not just CTR, but also engagement to your site. This will tell us who is engaging, what creative is prompting them, and help us orchestrate a successful campaign combining multiple tactics. Just don’t forget the QR code - it's the 2025 version of a mic drop.