Over the past few years, streaming (also known as Connected TV, or CTV for short) has gone from a niche add-on to a major force in advertising. What was once a space owned by just Netflix and Hulu quickly expanded during the pandemic, as both new entrants and legacy media companies rushed in to capture streaming audiences. Today, the average U.S. viewer subscribes to seven different services—up from five just a year ago—and CTV advertising is on track to make up more than 40% of global ad spend by 2030, while linear TV continues to shrink. From blockbuster movies and binge-worthy series to live sports, streaming has become the center of gravity for how people watch—and how brands reach them.
It’s unquestionable that streaming has matured and is now a driving force that’s changing how viewers, advertisers, and media companies think about video content. But if you haven’t run your first CTV ad yet, you haven’t missed your chance. In fact, you might be arriving at the party just in time. Thanks to the latest innovations in CTV tech, there has never been a better time to test TV advertising.
The Future of TV, Today
For advertisers, Connected TV opens up doors that would have been unthinkable just a few years ago. It delivers the sight, sound, and storytelling power of television, but with the targeting and accountability marketers expect from digital channels. Think of it as “digital marketing’s smarts with TV’s good looks.”
Now, advertisers can magically reach specific households, down to the individual zip code. They can target based on demographics, behaviors, interests, geography, and even their own first-party data like CRM. Performance metrics don’t hide behind media gatekeepers in a black box either—premium platforms like JamLoop show exactly where ads run and whether they’re driving real outcomes.
The result is that brands can easily track and optimize their ad spend in real time to maximize every dollar…all while offering the powerful audio-visual storytelling that has made the TV the premium ad channel for decades.
A New Approach to TV Advertising
While Connected TV brings together the best parts of digital and linear TV, many marketers feel they don’t need another branding channel. They need proof. And up to this point, CTV has struggled to deliver results. The truth is that while TV evolved, the advertising playbook didn’t. Old strategies that focus on exposure simply don’t cut it anymore. But when approached with the right mindset, CTV can fill an important gap between performance and brand awareness, tying TV campaigns to real-world outcomes.
Successful brands have caught on, knocking down the walls between brand and performance.
They’re using CTV to deploy top-of-funnel ads that feed the rest of their digital strategy, retargeting streaming viewers on mobile or desktop, and moving them closer to conversion. When everything works together, the customer journey feels connected instead of fragmented. To help marketers rethink their approach in this new era of TV, we suggest a simple framework called the 70/30 Blueprint:
- Apply 70% of your media plan to CTV. This drives reach, prospecting, and full-episode engagement across premium inventory.
- Use 30% to reinforce that investment through mobile, OLV, display, and pause ads.
The Revolution Will Be Streamed
Connected TV hasn’t just changed viewing habits; it’s changed how advertisers reach and engage audiences. Brands can now tell powerful audio-visual stories while still offering the targeting and measurement they expect from performance digital channels. When CTV is woven into a broader media plan, it helps brands reach the right audiences and understand what’s actually working.
As viewing habits continue to shift and budgets are under more pressure than ever, brands need advertising channels that can earn their keep. Connected TV provides that lifeline, reinventing the television ad for the digital age.
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