How to maximize CTV effectiveness amid growing viewer fragmentation

As media consumption continues to fragment across platforms, one thing is clear: The power now rests firmly with the consumer. Streaming has redefined how viewers engage with content, offering unparalleled convenience, choice and control. This consumer-driven shift has solidified CTV as the fastest-growing segment in advertising, with the IAB projecting it to grow 32% faster than total media overall this year. Advertisers have jumped on the bandwagon. Our 2024 “CTV/OTT Advertiser Survey” found that 61% of CTV advertisers planned to increase their spending this year, with an average increase of 21%. Key drivers of this growth include CTV’s ability to achieve full-funnel objectives (41%), reach a highly engaged opt-in audience (40%) and deliver precision targeting (38%). Additionally, 74% are reallocating budgets from digital, social media or linear TV to bolster investments in CTV/OTT advertising. Looking ahead, here’s my take on four key advertiser priorities to maximize CTV’s effectiveness in 2025: Embrace flexibility in media buying As advertisers navigate an increasingly fragmented landscape, flexibility in media buying has become essential. Many are adopting a multifaceted approach, blending managed service and programmatic buys to ensure their campaigns meet unique needs. Providers must prioritize buyer preferences by offering options that seamlessly cater to both strategies. Regardless of the approach, quality remains nonnegotiable. Advertisers are focused on premium inventory—trusted content that boosts brand safety and engages audiences. Transparency is just as essential. Marketers need clear visibility into where their ads run to ensure these efforts align with campaign goals and audience targets. Providers who excel in both flexibility and transparency will be best positioned to lead in 2025. Integrate CTV and linear TV for maximum reach For optimal reach, advertisers would do best to adopt a total TV strategy that combines the strengths of both CTV and linear TV. This approach allows them to extend audience reach and engage today’s diverse, fragmented viewers more effectively. Currently, 98% of U.S. households are reachable through a total TV strategy, with 43% accessible only via streaming TV, according to a MRI-Simmons November 2024 Cord Evolution study. These figures underscore that without integrating CTV as part of a complete TV strategy, advertisers risk missing a significant portion of their audience—and the opportunity to build meaningful connections. Moreover, advanced measurement tools help advertisers optimize media spend by providing insights into incremental reach and frequency across both CTV and linear TV campaigns. Unduplicated reach metrics allow advertisers to identify households missed by linear TV, enabling them to strategically fill those gaps with CTV. By blending CTV with linear TV, brands can maximize campaign impact, achieve deeper engagement and drive stronger ROI. Rethink targeting strategies for maximum impact CTV’s advanced targeting capabilities allow advertisers to create detailed audience personas based on behaviors, purchase intent and interests, enabling precise targeting. However, hypertargeting doesn’t always provide the scale marketers need. Often, a broader approach can be more effective, especially for reaching potential buyers not yet actively searching for a product. By incorporating broader strategies, advertisers can influence consumers earlier in their journey, building awareness and engagement ahead of the purchase phase. For example, a luxury hotel brand might achieve better results by targeting health and wellness enthusiasts rather than only those actively looking to book a hotel room. This broader reach introduces the brand earlier in the decision-making process, driving stronger awareness and engagement when consumers are ready to act. Drive full-funnel attribution Achieving full-funnel CTV attribution is not only possible but can also drive increased investment from advertisers. CTV’s ability to bridge the gap between awareness and purchase, particularly in the midfunnel, makes it a critical component of effective campaigns. Advanced attribution tools track key metrics like website visits, while brand lift studies help measure how ad exposure influences consumer consideration and purchase intent. These capabilities provide valuable insights into full-funnel performance, enabling advertisers to make data-driven decisions that move consumers from awareness to sales conversion. Additionally, brands are placing greater emphasis on leveraging first-party customer data for precision targeting and personalization. Understanding how custom audiences drive incremental reach, brand lift, website visits and conversions will be highly valuable for optimizing outcomes. With access to powerful CTV measurement tools, advertisers can refine strategies and drive better campaign results in the year ahead. As consumer behavior reshapes the media landscape, the ad-supported model will drive the future of streaming. By embracing flexible media buying, combining CTV with traditional TV, refining targeting strategies and prioritizing full-funnel attribution, advertisers can unlock the full potential of this powerful platform. The opportunities are clear, and advertisers who adapt will accelerate growth, drive stronger engagement and achieve measurable outcomes. Source: *MRI-Simmons 2024 November Cord Evolution: © MRI-Simmons 2024. The data herein derives from a confidential, proprietary syndicated product owned by GfK US MRI, LLC. About Premion Premion is a 16-time award-winning, industry-leading CTV/OTT advertising platform. With the scale to reach streaming TV viewers in all 210 US DMAs, Premion provides regional and local advertisers with an end-to-end CTV/OTT advertising solution. Backed by local OTT experts covering every corner of the U.S., Premion delivers campaign performance tailored to advertiser goals—prioritizing premium content, brand safety, advanced targeting, and measurable outcomes.

How to maximize CTV effectiveness amid growing viewer fragmentation

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