By Jonathan Baker A lot of coverage has been given to connected television CTV). So much has been written and reported about this format, it doesn’t seem newsworthy any longer. Late-breaking findings, however, deserve added attention to CTV. To the point: For the first time in history, time spent watching CTV among users (i.e., customers) has surpassed that of viewing linear television. And to stay competitive, marketers need to be aware and ready to adapt. What’s Changing, and Why It Matters Last summer, industry predictions observed the inevitable tipping point where watching CTV would soon surpass linear television. That moment has arrived. Recent studies published in e-Marketer confirm CTV’s growing dominance, as well as challenges that hold marketers back from investing in this format. The takeaway? CTV presents real opportunity, but only for marketers who approach it thoughtfully. (And guess what? Linear television still plays an important role!) Key Trends Shaping CTV Today The following factors have everyone from marketers to avid TV fans looking at television (literally) in an entirely new way. 1. Viewership is Climbing The most obvious trend is also the most impactful: As stated, audiences spend more time with CTV than ever before. Daily CTV viewing is projected to reach three hours this year, while linear television continues to decline toward two hours per day. The reason is simple: CTV offers greater flexibility, broader content choices, and a viewing experience that aligns with how people want to consume media today. As a result, brands are being pushed to rethink how they show up on the TV screen. 2. Interactive Ads Are Gaining Traction As CTV inventory becomes more crowded, brands are looking for ways to stand out. One solution that’s gaining momentum is interactive advertising. According to eMarketer, 71 percent of viewers find interactive CTV ads attention-grabbing, which often generates interest in a brand. From QR codes to shoppable formats and clickable overlays, interactive ads offer variety and engagement that traditional TV simply can’t match. While these trends provide a solid foundation for CTV strategy, there’s one development that continues to make marketers hesitate pursuing this medium. Viewership is Growing Faster Than Ad Investment Here’s the paradox: CTV audiences are growing rapidly, but ad investment isn’t keeping pace. As reported in eMarketer, last year, 20.2 percent of viewers watched CTV content, while only 7.7 percent of ad dollars were allocated to the format. And that gap is widening. For marketers, this raises an important question: Why the hesitation? Measurement Remains CTV’s Biggest Hurdle The challenge comes down to measurement: CTV’s expansive ecosystem (which spreads across platforms, publishers, and devices) has led to fragmented data, limited transparency, and siloed reporting. As a result, marketers often struggle with planning, frequency control, and performance evaluation. That uncertainty has made many brands cautious about shifting larger portions of their budgets into CTV. So, how can marketers bridge the gap between an eager audience and restrained investment? Taking a Step Back and a Broader View The disconnect between CTV viewership and ad spend can feel daunting, but it doesn’t require an all-or-nothing response. Instead, marketers should focus on adjusting both strategy and perspective. 1. Be Proactive, Stay Patient (and Keep Linear in the Mix) To remain visible in a rapidly evolving media landscape, brands can’t afford to sit on the sidelines of CTV. While measurement challenges persist, gradual and strategic investment allows marketers to learn, optimize, and build confidence in the channel. At the same time, linear television shouldn’t be abandoned. Maintaining a balanced approach—allocating budget across both CTV and linear—helps ensure consistent reach and visibility while the CTV ecosystem continues to mature. 2. Understand the ‘Why’ Behind a Smart CTV Buy A thoughtful CTV strategy starts with intention. Rather than jumping on the proverbial bandwagon, marketers need to evaluate where and how their brand fits within the CTV environment. As Angela Mertz, VP of Integrated Media at EGC, states: “Effective CTV buying requires active planning around frequency, placement, and context. This is not a ‘set it and forget it’ approach.” Understanding the role CTV plays within the broader media mix, and aligning it with brand objectives, makes all the difference. Final Thoughts Connected television offers powerful advantages, along with definite challenges. For marketers, success lies in staying informed, keeping the right perspective, and striking the right balance between emerging and established channels. If you’re ready to bring your brand to CTV (or want to refresh your linear television presence) EGC Group can help. From creative strategic planning to first-in-class video production in our Content Studio, we’ll help elevate your brand’s visibility across every screen that matters. Source Material: e-Marketer: The three forces that will shape CTV’s 2026 growth e-Marketer: CTV viewers are growing faster than ad investment
