Top CTV Advertising Trends & Predictions from NewFronts 2025

Marketers have long been adept at doing more with less—and Connected TV (CTV) has become the precision tool they rely on to do just that. 

For years, television was the playground of big-budget brands. High cost, low precision, and even lower accountability. But CTV has flipped that model on its head. With flexible buying, addressable audiences, and measurable performance, marketers are getting the reach of traditional TV—with the efficiency of digital. If this year’s NewFronts made anything clear, it’s that CTV isn’t the future anymore—it’s the now. And the smartest brands are already leaning all the way in.

Here are the top CTV advertising predictions and takeaways from NewFronts 2025, backed by fresh industry data, trends, and a clear look at where Lotame fits into this fast-moving space.

1. CTV Will Be the Epicenter of Impactful Advertising

CTV ad spend in the U.S. is projected to hit $33.35 billion in 2025, a 15.8% increase from last year. Why the jump? Because advertisers are realizing that CTV offers the best of both worlds: broad reach and measurable precision.

Unlike linear TV, CTV allows for highly granular targeting—by interests, behavior, even location. This level of control makes it a favorite among media buyers looking to maximize ROI. eMarketer reports that the majority of agencies plan to increase CTV budgets in 2025, prioritizing performance, data-driven measurement, and cost-efficiency.

Lotame’s CTV Targeting capabilities empower marketers to reach specific audiences at scale on streaming video platforms. By leveraging data based on demographics, interests, and behaviors across devices, Lotame helps brands engage their next best but hard-to-reach customers with popular CTV audiences available in over 50 platforms today. Explore Lotame CTV Targeting →

2. Creative Will Prioritize Realism and Relevance

Audiences are tuning in with intention—and they’re craving content that mirrors their own lives. In response, publishers are leaning into more grounded, lifestyle-focused storytelling that reflects real priorities and values.

That shift was clear at this year’s NewFronts. For example, The New York Times announced expanded lifestyle programming—covering food, wellness, travel, and parenting—designed to connect with their audience in meaningful, everyday ways. This kind of content offers advertisers a premium, emotionally resonant environment that’s far more relevant than generic, high-gloss creative.

The message coming out of NewFronts: authenticity wins. Over-produced, disconnected creative? That’s yesterday’s game.

3. Buyers Will Push for Smarter, Not Louder

With viewers fragmented across platforms, simply increasing volume isn’t a viable strategy. Instead, media buyers are leaning into AI-driven contextual targeting, where ads are served based on content tone, genre, and emotional cues.

A recent report from Amazon Ads shows that AI-powered contextual targeting delivers up to 25% higher engagement rates than traditional methods. It’s not just smarter—it’s more respectful of viewer intent.

As AdExchanger put it, we’re witnessing “a legacy solution finally catching up with AI’s potential.” Translation: relevance is king, and wasted impressions are being put on notice.

4. FAST and Multicultural Platforms Will Go Mainstream

Free Ad-Supported Streaming TV (FAST) is exploding—and advertisers are noticing. Samsung TV Plus now boasts 88 million monthly active users, with a 30% spike in year-over-year viewership.

This surge isn’t just about scale. It’s about diversity. The rise of multicultural streaming platforms gives brands a chance to connect with underserved audiences in meaningful, culturally relevant ways. As FAST matures, expect more sophisticated ad packages, audience segmentation, and premium inventory offerings tailored to these emerging viewer bases.

Lotame’s Addressable Audiences unlock precision and scale across diverse media environments. Whether targeting niche multicultural segments or broader households, Lotame helps marketers find, reach, and convert high-value audiences across FAST, AVOD, and premium CTV channels. Discover Addressable Audiences →

5. Interactive & Shoppable Ads Will Redefine Engagement

CTV is no longer a one-way street. Advertisers can now create interactive, shoppable ad experiences that drive action—not just awareness.

According to this report, adding useful content to CTV ads—like weather updates or sports scores—can increase viewer attention by 52% compared to standard pre-rolls. Whether it’s QR codes, click-to-buy overlays, or choose-your-own-adventure paths, the next generation of CTV ads is all about engagement and conversion—not interruption.

Final Takeaway

The 2025 NewFronts solidified what many already suspected: CTV is no longer just part of the media mix—it’s leading the media mix. The brands that win will be those who embrace authenticity, precision, and interactivity. Not the loudest, but the smartest.

And that’s exactly where Lotame comes in.

With nearly two decades of innovation, creativity, and collaboration, Lotame empowers global brands to experience the power of identity-driven marketing. As part of Publicis Groupe and Epsilon, Lotame is helping marketers and agencies worldwide fuel growth with smarter data strategies, including CTV targeting solutions that scale.

Ready to get data empowered? Learn more about Lotame’s CTV capabilities or let’s chat about unlocking smarter, faster, easier advertising with Lotame.