JWP Connatix 2025 Predictions

The New Video Power Struggle Streaming Consolidation and Survival Analysts anticipate that CTV advertising will continue to grow for at least the next three years In 2025 it is projected to increase by 139 reaching 343 billion reshaping how advertisers and publishers reach their audiences With consumer preferences favoring ondemand content and connected viewing experiencesthe erosion of traditional broadcast and cable television will accelerate in 2025 creating a battle for survival through MampampA and consolidation Streamingfirst platforms like Netflix and Hulu continue to grow while CTV ad platforms eg Roku Amazon Fire TV capture redirected ad spend However smaller broadcasters and agencies tied to linear TV struggle to stay afloat This reshaping of the video ecosystem positions premium content owners CTV platforms and adtech companies as key players in a highstakes power struggle for dominance Cable spinoffs will create new opportunities for legacy media companies to invest into streaming video without the overhang on their balance sheets As streaming consumption continues to soar endtoend solutions that combine content delivery ad serving and data insights will become essential for optimizing both performance and monetization The future of video advertising lies in streaming with advertisers benefiting from more granular targeting and publishers leveraging the massive growth in video consumption to drive higher yieldsamp8221 Mike Caprio Senior Vice President GM Global AdvertisingScreens in Conflict The Rise of Mobile and the Promise of CTV amp8220As advertisers navigate the strengths of the amp8220little screenamp8221 mobile versus the amp8220big screenamp8221 CTV the video landscape becomes a tale of two strategies Mobileamp8217s scale and hypertargeting as exemplified by AppLovinamp8217s success in driving app installs offer efficiency and immediacy Meanwhile CTV platforms like The Trade Desk focus on immersive brandbuilding opportunities that elevate trust and performance Advertisers increasingly adopt crossdevice approaches to balance shortterm ROI with longterm brand impact The long term winners begin to emerge in creating a performance video solution that bridges the large screen and small screen to drive storytelling call to action and engagement with creative formats and targeting that align with the time place and device type of the consumeramp8221 Mike Caprio Senior Vice President GM Global AdvertisingPublishers Must Evolve Their Monetization Models amp8220In 2025 publishers will face increasing pressure to diversify their revenue streams to balance user experience with profitability While advertising remains crucial relying solely on adsupported models will no longer be sufficient Publishers will need to adopt hybrid strategies blending traditional ad revenue with new opportunities such as subscriptions commerce and paid content With the rise of live shopping and more sophisticated subscription enablement a mix of adsupported and directtoconsumer models will offer greater financial resilience Publishers who explore innovative ways to monetize whether through paywalls live shopping integrations or adlight experiences will be better positioned to thrive in the evolving digital landscape Additionally publishers will need to leverage vertical video content to reach the evergrowing mobilefirst audience Publishers that integrate vertical video ads that seamlessly blend into the mobile experience will see higher engagement rates and a more native advertising approach This shift towards vertical video will allow publishers to tap into new revenue streams while providing a more immersive and userfriendly experience for their mobile audienceamp8221 Jenn Chen CRODemand for Transparency and HigherQuality Inventory Will Intensify amp8220As privacy regulations tighten and the digital advertising ecosystem becomes more complex advertisers will demand greater transparency and higherquality inventory in 2025 Ad buyers will prioritize platforms that offer verifiable data on ad performance viewability and user engagement The ability to ensure brand safety avoid ad fraud and provide clear metrics around how content is consumed will be crucial Advertisers will move away from lowquality mass inventory toward premium environments that offer cleaner more secure ad delivery coupled with advanced targeting and personalization Publishers who can demonstrate a commitment to transparency coupled with highquality engaging content will attract higher ad spend and earn stronger relationships with brands looking to ensure their ads appear in trusted environmentsamp8221 Jenn Chen CROCommerce Meets Video Shoppable Experiences and Data Transform Advertising amp82202025 sees the fusion of commerce and video as payment processors like PayPal and eCommerce platforms like Shopify enter the fray Shoppable videoamp8212with seamless purchase integrationsamp8212emerges as a critical tool for performancedriven campaigns Interactive formats and embedded transactions will redefine retail and CPG advertising while publishers with innovative solutions in this space position themselves as leaders in monetization The intersection of video and commerce will usher in a new era of engagement and directtoconsumer successamp8221 Mike Caprio Senior Vice President GM Global Advertising

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JWP Connatix 2025 Predictions

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