CTV developments reshaping advertising landscapes

CTV developments reshaping advertising landscapes       

Connected TV (CTV) advertising is rapidly transforming the media landscape, backed by compelling growth statistics that signal a significant shift in how audiences consume content and engage with advertisers.   

Two recent announcements from StackAdapt and Roku are set to redefine CTV advertising, offering brands innovative pathways to reach audiences more effectively.  

The growing CTV opportunity     

Recent IAB data reveals a substantial change in media consumption amongst UK audiences. With 75% of UK households now owning a smart TV, and 28% of UK adults viewing content on CTV devices (increasing to 55% amongst 16-34-year-olds), this is an opportunity for advertisers to connect with viewers using sophisticated targeting that’ is more accessible than ever before.   

The market potential is equally impressive. Driven by increasing device uptake and the continuous improvement of streaming services, UK CTV advertising spend is projected to surge from £1.62 billion in 2023 to £2.94 billion by 2028, representing a 29% average annual growth rate. eMarketer’s research shows that by 2026, CTV is expected to account for 20% of daily media consumption globally. 

Pioneering partnerships changing CTV:  

StackAdapt and Channel 4: Programmatic broadcast innovation  

At the start of December, StackAdapt announced a groundbreaking collaboration with leading broadcaster Channel 4. This isn’t just another partnership – it’s a programmatic breakthrough that gives advertisers unprecedented access to UK broadcast inventory. For the first time, brands can leverage sophisticated targeting capabilities across a premier broadcaster’s ecosystem, bridging the gap between traditional TV buying and digital precision.  

Roku and Spaceback: Reducing barrier to entry in CTV creative production    

Streaming service Roku has taken a bold approach to reducing barriers in CTV advertising. They have partnered with creative automation platform Spaceback to transform social media content into high-quality 4K dynamic ads – and critically, cover the creative production costs throughout Q1 2025. This move eliminates two major obstacles for advertisers: creative complexity and upfront expenses.  

What does this mean for advertisers?   

These developments signal a critical industry shift. CTV is evolving from a premium, hard-to-access channel to a flexible advertising medium where creativity and strategic targeting are paramount.  

For agencies and brands, this means:  

• Lower barriers to entry in CTV advertising  

• More agile creative strategies  

• Enhanced targeting capabilities  

• Potential for more personalised viewer experiences 

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