This year, Connected TV is set to become one of the most powerful tools for digital advertisers. With CTV ad revenue projected to reach $42.5 billion by 2028 (font Statista), it is clearly transforming how brands connect with their audience. Let’s take a closer look at the key trends shaping the future of Connected TV and how advertisers, especially in the gaming industry, can make the most of these changes this year.

CTV is not just a performance-driven channel—it’s also a powerful tool for building brand awareness. With its combination of premium, high-quality ad placements and advanced targeting capabilities, CTV enables brands to make a lasting impression on their audience.

Unlike traditional TV, where ad campaigns often rely on broad demographic data, CTV allows advertisers to deliver tailored messages to specific audience segments based on viewing habits and preferences. This precision ensures that brand messaging reaches the right people at the right time on the right screen.

For industries like gaming, retail, and entertainment, this means creating memorable, impactful campaigns that drive both immediate engagement and long-term brand recall.

CTV advertising opportunities are growing rapidly as more viewers shift from traditional TV to streaming platforms. People are watching more content online, driving a huge increase in the ad spending.

With popular streaming platforms and new FAST services offering free, ad-supported content, brands now have more ways than ever to connect with a broad audience. That shift in how people watch TV makes CTV a go-to platform for advertisers looking to reach consumers who prefer on-demand viewing.

A significant trend in CTV is the improvement in audience targeting. With tools that help track what viewers are watching, when, and even how they interact with content, advertisers can now deliver more personalized ads. This means better targeting, more relevant ads, and better results. This targeting capability is especially valuable for gaming brands, allowing them to reach passionate, engaged players more effectively.

To learn more about CTV Attribution and how it works, read our article on Understanding CTV Attribution.

CTV advertising isn’t just growing in the U.S.; it’s spreading across the globe. As ad-supported streaming services like those in the U.S. expand into other regions, more markets are opening to these type of ads. This means brands have more chances to reach international audiences, especially in regions where traditional TV is losing viewers. This expansion opens new geographic markets that were previously hard for advertisers to get.

Gaming companies have a huge opportunity with CTV. Gamers are an engaged audience, and Connected TV offers a high-quality, immersive ad format that works perfectly for showcasing new games or game features. With CTV’s targeting capabilities, gaming brands can reach viewers based on their interests and even tailor ads to specific game genres. The ability to deliver these targeted ads in a visually compelling format makes CTV an ideal platform for gaming promotions.

Interactive ads are also becoming a key feature, allowing users to engage with ads and purchase directly through the TV. For the gaming industry, viewers can buy a game or in-game content immediately after seeing a trailer or ad on their TV, making CTV a highly effective platform for driving awareness and sales.

A great example of success is the Smadex and Papaya partnership. By combining Mobile UA and CTV campaigns, Papaya saw impressive growth, with Connected TV driving installs and boosting overall performance. The success of the Solitaire Cash CTV campaign led to a 30% MoM budget increase, and as results improved, Papaya expanded its UA efforts to include a third title, Bubble Cash, driving even more growth. Want to learn more? Keep reading!

As we’ve seen, the future of Connected TV (CTV) advertising in 2025 is full of exciting opportunities. The rapid growth of streaming services, smarter audience targeting, and the expansion of ad-supported platforms are all setting the stage for a new era of advertising. Embracing these changes will be key to staying ahead of the curve in a competitive marketplace.

At Smadex, we’re here to help advertisers capitalize on these trends. We work with leading CTV platforms, including streaming services and emerging FAST channels. Our advanced platform has smart targeting and personalization tools, allowing brands to reach the perfect audience at the right time. Let’s unlock the full potential of CTV together!