Media and Advertising in 2025: What’s Changing for TV and Ads

Key Trends in CTV, AI, and Ad Strategies That Are Reshaping TV Advertising

The landscape of TV advertising is evolving rapidly as streaming platforms expand their influence and privacy concerns reshape how brands connect with audiences. With the steady rise of Connected TV (CTV)[1], advertisers must adapt to remain competitive in an environment driven by personalization and technological innovation.

CTV continues to be one of the most impactful trends in 2025. As consumers increasingly shift to streaming platforms, advertisers face new challenges, such as frequency capping, where viewers are overexposed to the same ads. Addressing this issue not only enhances viewer experience but also boosts campaign efficiency and effectiveness. Investing in tools to manage ad exposure across devices and platforms is becoming a critical strategy for businesses looking to maximise their CTV campaigns.

Another transformative force is Artificial Intelligence (AI) [2], which is revolutionising TV advertising by enabling advanced audience segmentation, real-time campaign optimisation, and hyper-personalised ad placements. For instance, generative AI is being used to create dynamic ad content tailored to individual viewers, allowing brands to connect more deeply with their audiences. This level of personalisation ensures that campaigns are both engaging and impactful, driving better results for advertisers.

The changing ecosystem has also sparked a rise in alternative platforms and strategies. With potential shifts like a TikTok ban in the U.S., advertisers are diversifying their ad spend to platforms such as Pinterest, which are offering innovative tools to complement traditional TV strategies. This diversification ensures brands can continue to reach their target audiences, even as the media landscape evolves [3].

In 2025, staying competitive in the TV advertising market means embracing data-driven insights, leveraging advanced technologies like AI, and adapting to the expanding influence of CTV. What do you think about these trends? How will AI and CTV change the way ads reach viewers? What strategies do you think advertisers should focus on to stay ahead? Share your thoughts and let’s discuss!