Television in a new age: How CTV is redefining advertising.

The way consumers interact with television has changed radically over the past few decades. What began with analogue broadcast TV has been replaced by a vast digital universe. Now, in 2025, streaming platforms, online video services and Connected TV (CTV) devices dominate the entertainment and advertising landscape.

However, …

What is Connected TV (CTV)?

Connected TV (CTV) is the integration of internet capabilities into traditional TV sets, allowing users to access a wide range of online content and services without the need for a cable or satellite TV subscription. With CTV devices, consumers can enjoy streaming platforms such as Netflix, Hulu and Amazon Prime Video, as well as access social networks, web browsers and other applications from the TV itself.

The use of CTVs has increased dramatically over the last few years and has had a significant impact on the traditional television industry. With a constant stream of available content and flexible pricing options, CTV has gained ground over traditional TV, which has struggled to keep up with the demands of modern consumers. It is predicted that a large proportion of the population already spends more time watching digital video than linear TV. In addition, this trend offers new opportunities for both content creators and ads.

The decline of traditional television

Traditional television is losing more and more ground. A growing number of households are abandoning traditional TV subscriptions, joining the trend of cord-cutters. This shift is particularly evident among younger generations, who prefer streaming platforms that allow them to select content on demand according to their own interests and schedules.

Despite the decline in traditional TV viewing, some advertisers still allocate part of their budget to traditional TV. However, predictions indicate that over the next few years, advertising spend on CTV platforms will come close to, and even exceed, what is spend on traditional TV.

The rise of connected TV.

The use of connected TVs is set to continue to boom. By the end of this year, more than 90% of US households are expected to have a CTV. These devices not only provide access to streaming platforms, but also to social networks, online video services and even interactive applications, expanding the possibilities for user interaction. According to eMarketer, connected TV in Europe is expected to grow by more than 10% annually, with significant increases in markets such as Spain, where CTV penetration is expected to exceed 60% by the end of 2025, according to IAB Spain's 2024 report. This growth reflects the increasing importance of CTV as a key tool for advertisers to engage with audiences in a more meaningful and measurable way.

This represents a huge opportunity for advertisers. The data collected by CTV platforms is becoming increasingly accurate, allowing for extremely detailed audience targeting. Advertisers can now target ads based on user demographics, interests and behaviours, increasing the relevance and effectiveness of their advertising messages. Through addressability, advertisers can create highly segmented and personalized campaigns, ensuring that specific ads reach the most relevant audience segments at the right time. In addition, the interactivity of CTVs remains a key factor: brands can interact directly with consumers, enabling them to make immediate decisions, such as clicking on an ad to buy a product or visit a website.


The main differences between CTV and traditional TV are as follows

In 2025, CTV advertising is much more dynamic and advanced than traditional TV advertising. While linear TV advertising still buys space on a fixed basis, CTV advertising uses programmatic processes to buy and manage space in real time. This programmatic approach not only optimises campaigns, but also avoids wasting ad impressions on non-relevant audiences.

Another key advantage is the variety of ad formats available on CTV. Unlike traditional advertising, which relies on interruptions during programmes, CTV advertising can take the form of interactive video, sponsored banners or even content integrated into the programme. In 2025, advertisers will be able to use these formats to create a cohesive, branded experience that takes the consumer from brand discovery to purchase, all within a personalised advertising experience.

How Advertisers Can Leverage CTV

In today's landscape, advertisers must take full advantage of CTV's capabilities by adjusting their advertising strategies. One of the biggest advantages of CTV is its ability to customise ads to specific audiences. Instead of relying on a single general ad, as in traditional television, advertisers can create different versions of their campaigns to test which is most effective with different demographic and interest groups.

Another crucial advantage is the ability to interact with consumers in real time where most CTV ads are interactive and can include action buttons that allow viewers to make instant purchases, visit web pages or download applications. This immediate responsiveness transforms CTV advertising into a powerful tool and viewers into active customers.

In addition, advertisers in 2025 have access to new performance metrics that offer a clearer picture of the effectiveness of their campaigns. Instead of relying solely on traditional metrics such as reach or rating points, advertisers can now measure the success of their CTV campaigns through metrics such as ad completion rate, cost per completed view (CPCV) and return on ad spend (ROAS).

Conclusion: The future of CTV advertising

In 2025, the future of connected TV shows no signs of slowing down. As more households adopt CTV technology and consumers move away from linear TV to on-demand content, the opportunities for brands and advertisers in this space are enormous. Advertisers who embrace CTV advertising and align their strategies with the platform's digital capabilities, such as precision targeting and real-time interaction, will be able to connect more effectively with their audiences and see a greater return on their investment.

As audiences continue to migrate to streaming content, the power of CTV advertising lies not only in its ability to reach larger audiences, but also in its ability to personalise messages and deliver measurable results. In today's digital world, CTV is the key to transforming TV advertising into a powerful experience with tangible results. At Escalax, we are betting big on multichannel strategies this year, recognising that CTV will be one of the cornerstones of our growth. We are committed to improving measurement and transparency to provide our partners with greater reach, better positioning and more precise audience targeting.